An intimate experience to empower women by providing a personalized and intuitive platform that addresses their unique hormonal, physical, and emotional needs throughout various life stages—cycles, pregnancy, fertility, and menopause.
The app was designed to support women through various life stages—cycles, pregnancy, fertility, and menopause—by offering personalized tools and insights tailored to their needs. Guided by user research, it introduced features like hormone horoscopes, fertility trackers, and a customized onboarding process to create an inclusive and accessible experience. Despite some initial trade-offs to meet launch deadlines, the team focused on delivering core value while improving the app based on user feedback, ensuring it stayed a trusted resource for women’s health.
The primary challenge was creating an inclusive design that catered to users with vastly different needs and life stages. This involved accounting for regular, irregular, or absent cycles, pregnancy, fertility tracking, and menopause. We had to ensure each journey felt equally supported while maintaining a cohesive user experience. Striking a balance between personalization and simplicity wasc rucial—avoiding overwhelming users with too many options while ensuring the app was adaptable to their specific circumstances.
User research was foundational to the app's development. Journey maps for personas like Danielle (hormone tracking), Kathryn (fertility), and Linda (menopause) provided deep insights into their emotional states, pain points, and motivations. These insights informed the prioritization of features such as daily boosts, personalized content streams, and progress tracking. Research also highlighted the importance of real-time feedback, intuitive navigation, and a welcoming onboarding process to foster user engagement and satisfaction.
The onboarding flow was designed to guide users through a personalized experiencefrom the start. Using clear segmentation gates (e.g., hormone status, lifegoals, and emotional needs), the app tailored content recommendations and features to each user. For example, users selecting "pregnant" were onboarded into pregnancy mode with tools like a due-date tracker and weekly content, while those selecting "no periods" were directed toward menopause or PCOS-specific content. This approach ensured users felt seen andsupported from the outset.
Key innovative features included the hormone horoscope, which provided daily insights tied to users’ cycles, and the daily boost, a personalized audio or affirmation designed to improve mood and motivation. The app also integrated predictive fertility tools like ovulation trackers and basal body temperature logging. These features enhanced engagement by offering tailored, actionable content that users could easily integrate into their daily routines, fostering a sense of trust and reliability.
Accessibility and inclusivity were prioritized by designing for diverse needs, including those with irregular cycles or undergoing life changes like menopause. Features like adjustable notifications, clear explanations, and simplified interfaces ensured usability for all. Inclusivity was further emphasized by offering content streams tailored to specific user journeys and creating tools that respected privacy, such as self-paced logs and optional sharing features.
Collaboration was achieved through cross-functional workshops and iterative design reviews. Content creators provided expert resources tailored to user needs, while developers ensured technical feasibility and smooth integrations, such as wearable compatibility. Business stakeholders helped align the app’s features with market goals, such as differentiating the product through telehealth partnerships. Frequent feedback loops ensured all teams were aligned and the design remained user-focused.
One significant trade-off was simplifying some features to meet development timelines, such as launching a basic experience for menopause users while building out more robust tools for future updates. To maintain a user-centric approach, we focused on delivering immediate value by prioritizing essential functionalities and clearly communicating future improvements. This iterative strategy allowed us to respond to user feedback and continually refine the app post-launch.
Post-launch, the app garnered positive feedback for its hormone horoscopes and daily boosts, with users praising its ability to address their immediate needs. Within the first four days, the app was accessed by ~2,000 unique devices. However, feedback also highlighted areas for improvement, such as adding support for menopause and irregular cycles. These insights informed short-term updates like reactivating onboarding flows for no-period users and expanding content offerings, demonstrating the app’s commitment to user satisfaction.
Accessibility and inclusivity were prioritized by designing for diverse needs, including those with irregular cycles or undergoing life changes like menopause. Features like adjustable notifications, clear explanations, and simplified interfaces ensured usability for all. Inclusivity was further emphasized by offering content streams tailored to specific user journeys and creating tools that respected privacy, such as self-paced logs and optional sharing features.
