Client Case Study: Access Fertility

It is so reassuring to know that Surge Online always have our best interests at heart Ash Carroll-Miller, CEO

Access Fertility is an Oxfordshire-based company founded by experts in Fertility Therapy to simplify access to treatment for anybody considering IVF.


Build a new bespoke CRM system to take over from an existing off-the-shelf CRM system which had proved to be limited in scope, inflexible, and costly.

The Discovery Phase:

The project started with acceptance of clearly defined objectives and a clarity of the proposed maximum cost for this initial phase. As with all customers, Access Fertility were made aware that there is no obligation to progress with Surge Online after this phase, thereby limiting the risk at this point.

This was a particularly complex build, with many stakeholders involved, both internally and externally, all dealing with potentially sensitive data.

Hence, the Discovery and Understanding phases were particularly important in determining the diverse needs of all stakeholders.

This is the start of our collaborative working where Surge Online devoted significant resources during these first two phases, particularly during the Field Study sessions. During these sessions, Surge Online sat down with stakeholders and end-users to observe how they used the current system, asked pertinent questions, and ensured that the new system addressed all the issues.


No assumptions are made at this stage and the structured Behaviour Driven Development approach utilised by Surge Online uncovered the exact expectations. This collaboration brought clarity to the requirements and enabled Surge Online to then progress and build a virtual site to confirm all areas were captured.

Surge Online developed a bespoke system for us which we now own, and does everything we want it to doAsh Caroll-Miller, CEO