Type
Type
Type
Mobile App
Mobile App
Mobile App
Timeline
Timeline
Timeline
12/2023-2/2024
12/2023-2/2024
12/2023-2/2024
Role
Role
Role
UIUX Designer
UIUX Designer
UIUX Designer
Team
Team
Team
Individual Work
Individual Work
Web Design
Web Design
Web Design
Interaction Design
Interaction Design
Interaction Design
SaaS Product
SaaS Product
SaaS Product
Fertility & Family
Fertility & Family
Fertility & Family App is designed to enhance women's pregnancy experiences by involving partners equally in learning, managing, planning, and supporting each other throughout the journey.
Fertility & Family App is designed to enhance women's pregnancy experiences by involving partners equally in learning, managing, planning, and supporting each other throughout the journey.
Fertility & Family App is designed to enhance women's pregnancy experiences by involving partners equally in learning, managing, planning, and supporting each other throughout the journey.
Wish my baby is healthy and smart
Wish my baby is healthy and smart
Feel helpless and confused about pregnancy prep...
Feel helpless and confused about pregnancy prep...
Frustration and stress of failing to get pregnant all the time
Overview
Preparing for a baby with your partner
In today's fast-paced society, women encounter numerous challenges that impact fertility success. Is it possible that the joint engagement and support of partners could empower better experience for women in pregnancy preparation? With this small spark of curiosity, I embarked on this journey.
Want my husband to quit smoking for baby's health
Want my husband to quit smoking for baby's health
Overview
Preparing for a baby with your partner
In today's fast-paced society, women encounter numerous challenges that impact fertility success. Is it possible that the joint engagement and support of partners could empower better experience for women in pregnancy preparation? With this small spark of curiosity, I embarked on this journey.
Wish my baby is healthy and smart
Feel helpless and confused about pregnancy prep...
Frustration and stress of failing to get pregnant all the time
Overview
Preparing for a baby with your partner
In today's fast-paced society, women encounter numerous challenges that impact fertility success. Is it possible that the joint engagement and support of partners could empower better experience for women in pregnancy preparation? With this small spark of curiosity, I embarked on this journey.
Want my husband to quit smoking for baby's health
Want my husband to quit smoking for baby's health
Overview
Preparing for a baby
with your partner
In today's fast-paced society, women encounter numerous challenges that impact fertility success. Is it possible that the joint engagement and support of partners could empower better experience for women in pregnancy preparation? With this small spark of curiosity, I embarked on this journey.
Background
Background
We subconsciously think
Fertility Health is the responsibility of women
We subconsciously think
Fertility Health is the responsibility of women
Competitor Analysis
Competitor Analysis
No Apps provide couples to CO-manage conception
No Apps provide couples to CO-manage conception
Analyzed 5 popular fertility tracking apps to understand the market, identifying opportunities, and crafting strategy for empowering women conception experience.
Analyzed 5 popular fertility tracking apps to understand the market, identifying opportunities, and crafting strategy for empowering women conception experience.
The apps features are overly similar in their functionality, focusing on tracking ovulation, recording symptoms and viewing statistics.
The apps features are overly similar in their functionality, focusing on tracking ovulation, recording symptoms and viewing statistics.
Lack of custom symptom logging and personalized content feeds for the user experience. Also the visual style is too feminine, giving male users a sense of irrelevance.
Flo app, as the top downloaded fertility tracking app, added Partner feature in October 2023, but can only view the fertility window.
Lack of custom symptom logging and personalized content feeds for the user experience. Also the visual style is too feminine, giving male users a sense of irrelevance.
Flo app, as the top downloaded fertility tracking app, added Partner feature in October 2023, but can only view the fertility window.
User Research
Online Survey + Interview
Respondents
Total 16 people
25 - 36 years old couples who are preparing for pregnancy, already pregnant and have infertility issue
Date
11.12.2023 -20.12.2023
Purpose
Survey the importance of partner involvement and support.
Challenges and needs during conception.
What do couples need the most to conceive?
I conducted a survey and user interviews in order to know how women prepare for pregnancy and the impact of their partner’s support. The user research aimed to explore the real needs and challenges of women and their partners during conception.
Competitor Analysis
No Apps provide couples to CO-manage conception
Analyzed 5 popular fertility tracking apps to understand the market, identifying opportunities, and crafting strategy for empowering women conception experience
The apps are overly similar in their functionality, focusing on tracking ovulation, recording symptoms and viewing statistics.
Lack of custom symptom logging and personalized content feeds for the user experience. Also the visual style is too feminine, giving male users a sense of irrelevance.
Flo app, as the top downloaded fertility tracking app, added Partner feature in October 2023, but can only view the fertility window.
Unhealthy lifestyles and work stress
15 % of couples get pregnant difficult
The male factor accounts for 50% of infertility.
But women with low fertility are treated earlier than men.
Epidemiology and aetiology of male infertility. Human Reproduction, 13(suppl 1), 33–44. https://doi.org/10.1093/humrep/13.suppl_1.33
Women fail to conceive for a long time
bear more blame and pressure
World Health Organization: WHO. (2023, April 3). Infertility. https://www.who.int/news-room/fact-sheets/detail/infertility
Infertile women suffer violence, divorce, social stigma and emotional stress
Background
We subconsciously think
Fertility Health is the responsibility of women
1141 +
13 +
Man conception
Woman conception
Thomas, G., Lupton, D., & Pedersen, S. (2017). ‘The appy for a happy pappy’: expectant fatherhood and pregnancy apps. Journal of Gender Studies
Fertility tracker apps exist
Gender Inequality
When search "Conception Apps", most apps are designed in a feminine style
133k+ loads female conception
10+ loads male conception
Effective partner support
motivates each other to have positive change
The influence of antenatal partner support on pregnancy outcomes. Journal of Womens Health, 25(7), 672–679. https://doi.org/10.1089/jwh.2015.5462
Research shows women who lack partner support have higher levels of anxiety, depression and smoking
Q1
Do you feel your partner's support and involvement is important?
96%
Feeling like working towards a common goal
83% women want positive action from partners
I don't want to be the only one planning a pregnancy
give more care and emotional support
Learn together about conceiving prep.
My husband has smoking habit so l want him to quite
Care more about our conception date
Improve lifestyle together to increase fertility
83% women want positive action from partners
I don't want to be the only one planning a pregnancy
give more care and emotional support
Learn together about conceiving prep.
My husband has smoking habit so l want him to quite
Care more about our conception date
Improve lifestyle together to increase fertility
Q2
What support do you want from partner?
83% women want positive action from partners
I don't want to be the only one planning a pregnancy
give more care and emotional support
Learn together about conceiving prep.
My husband has smoking habit so l want him to quite
Care more about our conception date
Improve lifestyle together to increase fertility
99%
Digital tools
78%
Family and friends
32%
Doctors
Most of women use conception app to know ovulation date, or to browse other users' advice
Q3
How do you get knowledge to conceive?
98%
Improve fertility
100%
Ovulation date
88%
Early Pregnancy Signs
65%
Conception check up
Q4
What information did you want to know most?
Problem Hypothesis
Problem Hypothesis
How might l design an equal fertility tracking App that supports couples to co-engage and co-manage their conception journey?
How might l design an equal fertility tracking App that supports couples to co-engage and co-manage their conception journey?
User Research
User Research
What do couples need the most to conceive?
What do couples need the most to conceive?
I conducted a survey and user interviews in order to know how women prepare for pregnancy and the impact of their partner’s support. The user research aimed to explore the real needs and challenges of women and their partners during conception.
I conducted a survey and user interviews in order to know how women prepare for pregnancy and the impact of their partner’s support. The user research aimed to explore the real needs and challenges of women and their partners during conception.
Online Survey + Interview
Online Survey + Interview
Respondents
Respondents
Total 16 people
Total 16 people
25 - 36 years old couples who are preparing for pregnancy, already pregnant and have infertility issue
25 - 36 years old couples who are preparing for pregnancy, already pregnant and have infertility issue
Date
Date
11.12.2023
-
20.12.2023
11.12.2023
-
20.12.2023
Purpose
Purpose
Survey the importance of partner involvement and support.
Challenges and needs during conception.
Survey the importance of partner involvement and support.
Challenges and needs during conception.
Problem Hypothesis
How might l design an equal fertility tracking App that supports couples to co-engage and co-manage their conception journey?
User journey map
Needs & Insights
Couples need a supportive & personlized UX to improve fertility health and plan pregnancy together
User Persona
How to
ensure the product
satisfies users needs
Create more empathetic solutions and prioritize functionality by understanding users' backgrounds, challenges and goals
Women take the main responsibility for conception preparation and are alone in knowing about ovulation and related conception knowledge
Men are more likely to have factors that affect fertility, such as smoking and drinking, but they are less motivated than women to make changes
Problems
Women and their partners need a more equal and supportive fertility tracking App to Boost Fertility and to Maximize Pregnancy Chances.
Insights
36%
Social and family stress
78%
Unsuccessful attempts may be frustrating
99%
Change or avoid unhealthy lifestyle
85%
Physical health problem
52%
Low libido
Q5
What challenges have your partner and you encountered?
Q1
Do you feel your partner's support and involvement is important?
Feeling like working towards a common goal
96%
Q2
What support do you want from partner?
83% women want positive action from partners
83% women want positive action from partners
Of course they need emotional support too :)
My husband has smoking habit so l want him to quite
Care more about our conception date
Improve lifestyle together to increase fertility
I don't want to be the only one planning a pregnancy
I want him to give me more care and emotional support
Learn together about conceiving prep.
e.g., supplements and nutrition in conception
Q3
How do you get knowledge to conceive?
Most of women use conception app to know ovulation date, or to browse other users' experiences and advice
99%
Digital tools
78%
Family and friends
32%
Doctors
Q4
What information did you want to know most?
100%
Ovulation date
98%
Improve fertility, like health diet and nutrition
88%
Early Pregnancy Signs
65%
Conception check up
Women and their partners need a more equal and supportive fertility tracking App to Boost Fertility and to Maximize Pregnancy Chances.
Insights
Insights
Women and their partners need a more equal and supportive fertility tracking App to Boost Fertility and to Maximize Pregnancy Chances.
Q5
Q5
What challenges have you and your partner encountered?
What challenges have your partner and you encountered?
Men are more likely to have factors that affect fertility, such as smoking and drinking, but they are less motivated than women to make changes
Men are more likely to have factors that affect fertility, such as smoking and drinking, but they are less motivated than women to make changes
Problems
Women take the main responsibility for conception preparation and are alone in knowing about ovulation and related conception knowledge
Women take the main responsibility for conception preparation and are alone in knowing about ovulation and related conception knowledge
36%
Social and family stress
Social and family stress
78%
Unsuccessful attempts may lead to loss or frustration
Unsuccessful attempts may lead to loss or frustration
99%
Change or avoid unhealthy lifestyles
Change or avoid unhealthy lifestyles
52%
Low libido
Sex has become a task
Low libido
Sex has become a task
85%
Physical health problem
（obesity or diabetes）
User Persona
User Persona
How to
ensure the product
How to
ensure the product
satisfies users needs
satisfies users needs
Create more empathetic solutions and prioritize functionality by understanding users' backgrounds, challenges and goals
Create more empathetic solutions and prioritize functionality by understanding users' backgrounds, challenges and goals
Needs & Insights
Needs & Insights
Couples need a supportive & personlized UX to improve fertility health and plan pregnancy together
Couples need a supportive & personlized UX to improve fertility health and plan pregnancy together
User journey map
User journey map
Information architecture
Information architecture
Information architecture designed to intuitively show the final solution for F&F app
Information architecture designed to intuitively show the final solution for F&F app
Paper Prototyping
Paper prototyping allows quick visualization and testing of various ideas. It delivers feedback from real users much faster than completing high-fidelity interfaces, hence bettering usability issues discovery.
Information architecture
Information architecture designed to intuitively show the final solution for F&F app
Paper Prototyping
Paper Prototyping
Paper prototyping allows quick visualization and testing of various ideas. It delivers feedback from real users much faster than completing high-fidelity interfaces, hence bettering usability issues discovery.
Paper prototyping allows quick visualization and testing of various ideas. It delivers feedback from real users much faster than completing high-fidelity interfaces, hence bettering usability issues discovery.
Design System
Creating F&F's unique UI design system, the rounded and soft visuals match the warmth of a partner's co-planning pregnancy
Creating F&F's unique UI design system, the rounded and soft visuals match the warmth of a partner's co-planning pregnancy
Design System
Design System
Creating F&F's unique UI design system, the rounded and soft visuals match the warmth of a partner's co-planning pregnancy
Change 01
More intuitive to know and support partner
Usability test
Essentially focusing on the flow of use to reduce the complexity and boredom of use
Change 02
Quickly access personal data insights
Change 03
Click on the avatar to switch partner mode
Onboarding
Onboarding
Onboarding
Co-Learn fertility health and visualize efforts
Co-Learn fertility health and visualize efforts
Co-Learn fertility health and visualize efforts
Co-Empower to boost fertility
Co-Empower to boost fertility
Better track and manage your health
Better track and manage health
Change 01
Change 01
More intuitive to know and support partner
More intuitive to know and support partner
Usability test
Essentially focusing on the flow of use to reduce the complexity and boredom of use
Essentially focusing on the flow of use to reduce the complexity and boredom of use
Usability test
Change 02
Change 02
Quickly access personal data insights
Quickly access personal data insights
Change 03
Change 03
Click on the avatar to switch partner mode
Click on the avatar to switch partner mode
