Challenge
The Challenge
• City Fertility's backend APIs returned inconsistent response formats — some as structured JSON, others as raw URLs — creating integration complexity across the platform.
The app needed to reliably handle a wide range of user response types, for a patient base going through an emotionally sensitive medical process where errors or confusion carry real cost.
The Challenge
• City Fertility's backend APIs returned inconsistent response formats — some as structured JSON, others as raw URLs — creating integration complexity across the platform.
The app needed to reliably handle a wide range of user response types, for a patient base going through an emotionally sensitive medical process where errors or confusion carry real cost.
Solution
The Solution
• Built multiple response-handling techniques to normalise inconsistent API outputs into a single, reliable data layer.
• Applied different integration approaches per endpoint rather than a one-size-fits-all method, so documentation, consent forms, and treatment plans surface correctly regardless of source format.
Delivered end-to-end: strategy, UX design, development, content, and ongoing support.
The Solution
• Built multiple response-handling techniques to normalise inconsistent API outputs into a single, reliable data layer.
• Applied different integration approaches per endpoint rather than a one-size-fits-all method, so documentation, consent forms, and treatment plans surface correctly regardless of source format.
Delivered end-to-end: strategy, UX design, development, content, and ongoing support.
Results
How Cloud Downunder Helped City Fertility Lift Conversions 25% — and Where AI Takes It Next
25% increase in conversion rate within 60 days of launch
3 weeks design phase completed
20 weeks total project duration
Client
City Fertility — one of Australia's largest IVF and fertility service providers, with 16 clinics, 70+ consulting rooms, and 60+ fertility specialists nationwide. Three of its team members have been recognised among the world's top researchers in female infertility (2013–2023).
Results
Conversion rate uplift
25% increase within 60 days of launch
Design phase
Completed in 3 weeks
Total project duration
20 weeks
Client Testimonial
"AppGurus managed the project well despite the changes in the scope and design. The team constantly communicated through messaging apps at every key deliverable. They also collaborated through in-person meetings."
— Martin Sorensen, National IT Manager, City Fertility
Technologies Used
Native/cross-platform mobile app development, REST API integration, custom middleware for heterogeneous response handling.
How Cloud Downunder Helped City Fertility Lift Conversions 25% — and Where AI Takes It Next
25% increase in conversion rate within 60 days of launch
3 weeks design phase completed
20 weeks total project duration
Client
City Fertility — one of Australia's largest IVF and fertility service providers, with 16 clinics, 70+ consulting rooms, and 60+ fertility specialists nationwide. Three of its team members have been recognised among the world's top researchers in female infertility (2013–2023).
Results
Conversion rate uplift
25% increase within 60 days of launch
Design phase
Completed in 3 weeks
Total project duration
20 weeks
Client Testimonial
"AppGurus managed the project well despite the changes in the scope and design. The team constantly communicated through messaging apps at every key deliverable. They also collaborated through in-person meetings."
— Martin Sorensen, National IT Manager, City Fertility
Technologies Used
Native/cross-platform mobile app development, REST API integration, custom middleware for heterogeneous response handling.