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BluDiagnostics has created a product that measures a women’s spit and gives estradiol and progesterone levels, the two major hormones that determine a woman’s fertility. They tasked my team and I with creating an app that partners with the device.

The team at BluDiagnostics was very open to suggestions and design ideas, but had some requirements:

1. The app must have a community space for users to communicate with each other

2. Users need to be able to daily input their information

3. A tool is needed to share a user’s medical information with a medical professional

I was assigned as the Project Lead & Manager, and created a detailed process scheduled and tasks for each of my team members, as well as managed communications with the client.


1. There’s a lot of misinformation women’s fertility and health. 

2. Women feel hopeless and discouraged when they struggle to conceive.

3. Women want to share their results with partners and doctors.



1. Provide medically accurate resources to educate users about women’s health.

2. Provide users with an uplifting platform to share struggles and experiences.

3. Provide a downloadable PDF that users can share with partner or take their physicians.



Competitive Analysis

Why: We conducted a competitive analysis of the space because a lot of users are already familiar with a few different apps, and we wanted to get a chance to see what they prefer.

Process: We split competitors into 3 different groups: mobile apps that take medical information and give data (23&Me), fertility apps (Clue, Fertility Friend), and fertility apps that come with a medical device (Ava, Kindara). We made note of the different features each app provided, what users liked about each app, and what they disliked.



Market Research

Why: Since this is a medical app, we needed to get a better understanding of infertility, namely what causes it and what resources are available.

Process: There were spaces that we narrowed in on; what factors affect a women’s fertility, how is it addressed, and where do users go to get this information. We discovered that online forums and support groups are especially popular among women struggling with fertility.



Expert Interviews


Why: Since we were creating a mobile app that is to work in partnership with a medical device, I decided that talking to experts in the field will help us better understand what features the app should have. Additionally, since our client wants the data to eventually be given to a specialist, I wanted to get some insight on how experts felt about these fertility apps.

Process: I was lucky enough to be related to two fertility specialists, Dr. Eric Surrey and Dr. Mark Surrey. I spoke to both about the discussions they have with their clients, how they explain complicated medical information, and their dealings with additional products such as apps and at home fertility tests. I gathered a lot of insightful information, such as the use of graphs to explain complicated medical terminology and the distrust of apps because “they don’t speak to the individual”.

Key takeaways from user interviews

Key takeaways from user interviews


User Interviews

Why: To make a more effective and user friendly mobile app, we wanted to hear from the type of women who would be using it on a regular basis.

Process: First we sent out a screener survey to ensure that we would be speaking to women between the ages of 25-50 struggling with infertility. We released the screener on numerous social media sites, slack channels, and reddit forums. We received a low number of results, and ultimately interviewed 3 users. Our questions focused on their interactions with mobile apps, what they struggle with when gathering information, and what their pain points were.



White Board Exercise & User Flows

The user flow on the left This user flow outlines how a first time user will be able to purchase or register their medical device. On the right, the flow shows that in order for a person to engage and post in the community page, they must select a relevant forum to make a post.

Why: I wanted to create a way to combine all the information we had gathered, and make sure everything, whether liked or disliked, was addressed in our final features, layout and user flows.

Process: With my teammates, we first made lists of who our competition was, what users liked and disliked about the apps, our clients wants, and the pain points of users and experts. Working off of that, we started building out our 4 main features, and the layout of each. Once we had it finalized, we went back and made sure that every pain point listed out before was addressed, everything our client wanted was included, and things users liked in the competition was also included. We narrowed the app into 4 sections: Dashboard, Education, Community & Account.


This is part of the Dashboard section, where users can log their daily information, and receives more data about their trends.


Low Fidelity Prototyping & User Testing

Why: We needed to establish what our content would look like on the pages, and quickly, so that we could start on some usability testing with subjects.

Process: My team and I split up features to create wireframes for. I focused on Education & Dashboard. I split Dashboard into two sections, logging your daily information and analysis/trends. I wanted the logging section to feel easy as possible, using dials and buttons to enter data rather than having to type in answers. I used a lot of the research from my expert interviews for the trends sections, using graphs to display information.

After some usability tests we found that users could intuitively navigate the application, but they felt that the colors were not welcoming and that there needed to be more visual cues.



Iterations & High Fidelity Prototype

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We added a color gradient and icon to distinguish each section. In addition, we adjusted the graph area to display all the results in one graph so users could see the interactions of their biometric data and have a more holistic view of their fertility data. Finally, instead of showing all sections at once, the user can click on each biometric section which will dropdown additional sections such as the analysis and next steps.

Once our visual designer combined all of the pages to create a cohesive look, I used Principle to create interactions within the app.



User Testing & Research: The biggest challenge that we faced in this project was gathering/speaking with users. Infertility is a sensitive topic, and a lot of people felt uncomfortable speaking with us about their experiences. If given the opportunity, I would have reached out to doctor offices in the area to see if they had patients willing to participate in our research.


Importance of Empathy: Going through my design process, I’d frequently forget the importance of empathy for my users while being bogged down in research and design under tight deadlines. Working in such a sensitive and important space, I found that empathy refused to be ignored this time around. This product, and every product I create, is meant to make a user experience easier, and this one in particular plays such an important role in someone’s life. Regardless of what assignment I am working on, I want to make sure I remember the importance of having empathy for my users.


Check out the clickable prototype


Learn more about the client, product and design process with my case study