FERTIQUITY
PROJECT OVERVIEW
Client: Fertiquity, a reproductive healthcare and fertility insurance company whose goal is to make reproductive assistance affordable for and accessible to everyone.
Task: To rapidly prototype an integrative health and fertility companion mobile app for Fertiquity’s insurance products.
Challenge: The number of metrics and features that the client wanted to bring together all in one place. The goal was also to include a sharing feature and a robust assistive reproductive treatment support feature.
My role: User Researcher, Information Architect, UI Designer
Duration: 2 weeks
This was a rapid prototyping project in which I delivered a low-fidelity clickable prototype of the health and fertility monitoring mobile app I designed to partner with my client’s fertility insurance offerings in which I conducted user interviews and utilized the Balsamiq prototyping tool.
MY PROCESS
USER RESEARCH -> PROTOTYPE -> TEST -> DELIVER
Phase 1: User Research
I conducted 15 user interviews about fitness app usage and fertility tracking, both of people on the street and others I recruited.
User interviews
I conducted 15 interviews
5 “guerrilla-style” interviews on the street (women 20–65 years old)
10 more in-depth interviews (women 25–40 years old)
I also received feedback from others during the iterative process
Interview Results
Four of the fifteen women I interviewed said they did not currently use apps to track their fitness levels.
When asked which health metrics were or would be most important for them to track, each person had a list of different metrics:
“Sleep, weight, and food’s nutritional information.”- Mother of an 8 month old
“Weight, period, steps, and BMI.” — Mom of a one year old
“Honestly I would like to have a centralized place where all my doctors put information there. Right now all my doctors have their own portals, I want something comprehensive.” — married woman with several health issues
All of the women not currently on birth control medication said that it is important for them to track their menstrual cycles.
Sharing feature
Five out of ten women were interested in a feature where they could share fertility and pregnancy information easily with their partner through an app.
Assisted reproductive process
Four women expressed that they would want a feature to be able to track an assisted reproductive treatment process.
One woman recently went through IVF to have a baby and she would have liked to be able to track everything in one place.
Phase 2: User Interface Prototyping
Sketching User Flows
Wireflows
Paper Prototypes
Dashboard and health metrics
Fertility tracking flow
Phase 3: Testing
Phase 4: Deliver
Low-fidelity Balsamiq clickable prototype
Next Steps
Given more time, I would prototype out the rest of the app features and continue usability testing with all types of users.
I believe it would be beneficial to continue to develop the male fertility part of app and provide more related resources.