Fertiquity | App Concept + Design
User + Market Research | Native App Prototype
individual UX research and design project
all things, from research to prototyping
Goal + Timeline
create a low-fidelity native app prototype in 1 week
Balsamiq, Sketchbook, Whiteboard
Fertiquity is a new start-up that's about to launch a reproductive healthcare and fertility insurance product that will enable more people to have access to family planning services. Their goal is to launch a health-focused app as a companion offering to their new insurance product. My task was to understand a very complicated industry, and an emotional topic for many, to uncover hidden needs that would enhance Fertiquity's disruptive product and translate that into a digital product that will enhance lives.
or jump to takeaways and final design
major opportunity to reach a new market
One of the primary goals for Fertiquity is to bring more equity to the reproductive health market. Fertility issues affect over 7 million American women (roughly 12%) and many are locked out of the insurance market, which doesn't typically cater to single women, unmarried couples, same sex couples, or nonbinary people. Research shows that minorities also experience a higher rate of exclusion in reproductive health. With one round of IVF costing over $20k on average, all of these groups are at risk of not being able to afford treatment.
the emotional journey of fertility treatment needs ux
In my research, I found that many saw fertility treatment as clinical, confusing, and stripped of its emotional meaning. As a result, it pushed people to seek emotional support and connection at the same time that they were trying to navigate the difficult task of finding trusted information. Over 80% of my respondents also found their health provider confusing. As one user told me, “My doctor was worse than the internet.”
Crowded marketplace for health tech
Launching a health based app for an insurance company needs to make sense. Lacking the resources to support an app could be detrimental to this concept. I also found in my research that over 90% had tried health tracking apps but did not consistently use them with one of the cited reasons being that they were usually used for specific purposes. This validates the idea that this app should narrow in on making the experience of seeking and receiving fertility treatment a better experience, which also aligns with the mission of Fertiquity.
solution: a customized fertility journey
The concept of this app is to empower, educate, and engage couples or individuals embarking on the family planning process. The app focuses on fertility, prenatal, and post-natal care and provides trusted health information and resources, fertility and infant health tracking, and the ability to connect with a loved one. The concept would be built out alongside a robust content design strategy that could be scaled out via content partnerships.
final Design: Lo-Fi Prototype
View the prototype in the gallery below or engage directly here.
Are you trying to design a more equitable world, too?