The pressures of conceiving a child coupled with the stress of hectic work schedules and visits to fertility clinics, can take a toll on aspiring parents and make intercourse feel like a chore.
To remove the ambiguity around the best time to conceive, IZiel Healthcare conceptualized a fertility tracker; a smart device to track a woman’s ovulation cycle through an app. They contacted Twist Open UX to design the Fertility Tracker app.
Through interviews and research it became apparent that existing products in the market handled the emotional upheaval of a woman trying to conceive in the same mechanical, data-driven and clinical way. We used a design direction that was rooted in user empathy; putting the woman at the centre of the app, taking into account the trials and tribulations of trying to conceive. We designed the app as a friendly, non-intrusive companion and guide, to help the user understand her reproductive cycle. The chatbot ( much before is became a common feature in apps ) provided humour and trivia while also endearingly nudging her to make a habit of checking the app to provide data like her temperature and LH readings.
Our research revealed that most often the onus of conception was on the woman; begrudgingly tracking and informing her partner about her cycle. This often left men feeling stressed and uninterested due to mounting performance pressure. In order to initiate the partner’s participation through a narrative that was inclusive, we created an option for them to download the app and access the ovulation cycle. We enabled a chat that would encourage them to take the initiative to facilitate conception versus leaving it all to the woman.
Our research process spanned across in-depth conversations with gynaecologists and aspiring parents and research on products in the market. To address the concerns we used a four step approach to design the app: Gathering data on the user (woman) on a regular basis, knowing and building her profile, helping her get in touch with her sexuality and informing her where she was in her cycle. Using this we were able to understand the core issues and provide solutions through the Fertility Tracker.