EMBRACE

End to End Mobile App

Embrace is an all-inclusive app that caters to the needs of women, parents, teenagers, and more by providing personalized care for their physical and mental health, along with heartwarming reminders from a beloved voice to help them stay on track.

Role : Solo UX/UI Designer, Designlab Bootcamp Project

TimeLine : Spring - Summer 2023

Overview

Despite the significant impact on women's overall health and well-being, issues related to women's health are often not given the attention they deserve. Stereotyping women and societal pressures to present themselves a certain way can also contribute to women feeling hesitant to seek help or talk about their health issues. While some apps focus on reproductive health and body image, there is still a significant lack of resources available for women related to parenthood, self-care, and mental and physical support. This issue affects a large community of people, and it is important to address these needs with technology and innovation to ensure people have the resources they need to live healthy and fulfilling lives.

And remember, say Vazirova and Lang, that most products are created for savvy western consumers, while in rural parts of the developing world, some girls and women still lack basic knowledge about their own bodies. One startup on their program addresses just this – Aurat Raaj is a tool for girls as young as eight, which provides education about menstrual hygiene and reproductive health – via a local language chatbot. This has already been launched in Pakistan with a view to scaling up.

“In some parts of the world, girls are made to sleep outside when they have their periods – they’re seen as dirty,” says Vazirova. “It’s easy to forget we are in a privileged situation in our lovely progressive techie London bubble. Any tech that can empower women in these situations will do wonderful things.”

The Challenge

Throughout their lives, women experience significant physical changes that can have a profound impact on their overall health. Additionally, they often face societal pressures and stereotypes that can be limiting and restrictive. While there have been advancements in apps focused on reproductive health and body workout, many women still find it challenging to seek help and openly discuss the physical and mental issues they face.

Issues such as parenthood, self-care, and holistic support remain largely under-addressed for a significant community of individuals. This represents a crucial gap in resources and support systems available to women.

By acknowledging and addressing these concerns, we can work towards breaking barriers in women's health and support. It is important to create platforms that go beyond addressing reproductive health alone and encompass a comprehensive approach to overall well-being. This includes providing resources, information, and safe spaces for discussions related to mental health, physical support, self-care, and the unique challenges faced by women throughout different stages of life.

Carefully listening to women's needs and experiences is vital in developing inclusive technologies that cater to their diverse circumstances and backgrounds. By fostering open dialogue, breaking stereotypes, and actively working towards providing holistic support, we can create a positive impact on the lives of women and promote their overall well-being.

The Solution/ Design Process

User Research

Research Goals & Objectives -

Goals - Empowering women to discuss sensitive topics freely, I aim to delve into the challenges they find difficult to talk about openly. By exploring the Femtech apps they currently use and their beneficial impact, I seek to comprehend whether there are still unmet needs within the industry. Addressing these hidden concerns can pave the way for more inclusive and comprehensive Femtech solutions, ensuring that women feel fully supported and equipped to address their unique health and well-being requirements.

Objectives -

• What do women do currently to take care of their health? 

• What apps do they use and why? 

• What are some of the current pain points? 

Research Methodologies

• TIA: TIA offers a range of products and services for women, including a smart breast pump, a fertility tracker, and telemedicine consultations.

• CLUE: CLUE is a menstrual tracking app that allows users to log symptoms, moods, and other information related to their menstrual cycles.

• PERCI HEALTH: PERCI HEALTH focuses on women's sexual health, offering a range of products and services such as telemedicine consultations, a vaginal dilator, and a pelvic floor muscle trainer.

• FORTH: FORTH offers a range of personal care and sexual wellness products, including lubricants, supplements, and sex toys.

• LIONESS: LIONESS is a company that designs and manufactures a smart vibrator that helps women track and understand their sexual responses.

• EKHO HEALTH: EKHO HEALTH is a company that designs and manufactures wearable devices to track menstrual cycles and monitor reproductive health.

• BONZUN: BONZUN is a company that designs and manufactures smart breast pumps and lactation support services.

• PEANUT: PEANUT is a social networking app that connects women who are trying to conceive, pregnant, or new mothers.

• BALANCE: BALANCE is a company that designs and manufactures a range of products and services to support women's mental health, including a mental health tracking app and telemedicine consultations.

Overall, these companies offer a range of products and services focused on women's health and wellness, including menstrual and reproductive health, sexual, wellness, lactation, and mental health. Some of them focus on one specific area, like LIONESS on sexual wellness, while others like CLUE and PEANUT focus on connecting and educating women.

Competitor Analysis & Findings

I reached out to 6 participants out of which 3 participants were able to confirm availability within my project timeline. 

The interview Questionnaire included questions like - 

• Could you please describe your journey from a little girl to a woman, for example, physical changes, relationships, milestones positives or negatives? 

• Do you remember any incident or experience (from childhood to adulthood) from your life that you felt you knew more about “How to deal with “ ? Follow up Q’s based on the answer. 

• What are some changes you’ve made for the betterment of your mental or physical health that Femtech didn’t provide? 

Responses by participants - 

• It’s been interesting and challenging. When I was growing up I was in Iran pill 8 years there was a war in Iran. I have memories of bombs exploding which had a huge impact on my life and had changed so many things in me as a child. I was 12 when i lost my dad which was again a very hard thing to deal with. I finished college and came to the USA, and got married which again brought many challenges, no Persian community i was dealing with a lot of issues alone. But it all made me stronger and more independent. In my way, i have learned a lot. 

• Yeah, I think probably college, that was something wish i knew how to handle better. Also, friendships, how to choose better people, who were making better choices. 

Also, I remember feeling alone and having to figure things out on my own. As a teenager you don’t really want to go to your parents for certain things, just didn’t feel comfortable. It wasn’t just natural for us to go to our parents for private issues. 

Summing up User Interviews -

• User Interviews helped me understand issues that women face in different stages of life. All my participants felt it was uncomfortable to discuss sensitive issues with parents when they were teenagers. Some of them expressed that their kids today especially daughters feel the same way.  

• Moving to a different city or country also felt tough to deal with,  new places, new people, and a lack of communities with similar ethnicity. 

• Pregnancy especially with a first child was another issue that they wish they got more support. Raising first-child guidance would be helpful. 

• Women are judged for their bodies as well, looking perfect is basically them being slim, pretty looking, etc at all times. Apps are also to blame when they show fitness as a slim body with abs which doesn’t cater to a variety of women from all backgrounds. 

• They expressed they would love therapy, counseling, etc if it was affordable, and also someplace safe to discuss issues anonymously. 

• Some expressed a lack of self-care in the hustle and bustle of life after kids for moms specially. 

User Interviews & Findings

Secondary Research & Findings

More than ever, people are engaging in digital conversations about their health and seeking out support and resources online. This year has seen over 11 million monthly searches related to intimate wellness and femtech (also known as female technology) companies have been there to answer the call. 

Female technology has been developed to make women's lives a little bit easier. Femtech covers every aspect of women’s lives, from relationships and sex apps to menopause and period tracking apps, to platforms that explore motherhood, upskilling at work, and physical and mental resilience.

Here are some of the key takeaways from my secondary research:

• The market is driven by factors such as increasing awareness about women's health, advancements in technology, and a growing number of female entrepreneurs in the field.

• Key players in the femtech market include companies such as Elvie, Flo Health, and Clue, as well as larger tech companies such as Apple and Google.

• Femtech products and services include menstrual tracking apps, fertility tracking devices, breast pumps, and telemedicine services for women's health.

• North America is currently the largest market for femtech, followed by Europe and Asia Pacific.

• Period product innovations are changing the lives of women who on average have more than 500 menstrual cycles in their lifetime. We see the first femtech companies developing smart tampons like mine. Flow or smart menstrual cups like Looncup, but there’s still a long way to go in tackling women’s discomfort through technology and social norm change. The narrative around menstruation has been shifting after 2015, dubbed the year the period went public. However, over 40% of men still admit to joking or commenting on a menstruating partner’s mood and almost three-quarters of women hide a pad or tampon from view on their way to the bathroom, according to a study commissioned by THINX.

• From social media platforms like Peanut and Stork for women trying to conceive or looking to share experiences with other expecting moms to telemedicine and devices for pregnancy tracking, fetal monitoring, and contractions timing, innovations in this space have climbed in popularity. They educate women with doctor-authored articles, track symptoms, send reminders, and do other helpful stuff. They also reduce pregnancy management costs for both payers and providers and help moody and tired women feel less lonely and isolated. Prenatal depression and anxiety affect one in seven women, while postpartum depression occurs in 10 to 20% of women who have recently given birth.

• As evidenced by the current femtech trends, the femtech industry is focused on motherhood. This means there is so much room for catering to the unmet needs of LGBTQ+ communities, people who don’t menstruate, don’t want children, choose abortion when getting pregnant or have a reproductive disorder, such as polycystic ovary syndrome (PCOS). It’s time to make the space more inclusive, including for queer and gay communities. Millennials are twice as likely to identify as LGBTQ+ than previous generations, and only two-thirds of Gen Zs identify as exclusively heterosexual, according to a report from GLAAD.

• Femtech has big potential for offering mental wellness programs to women who are about twice as likely as men to be diagnosed with depression. App-based therapy can also help address gender-specific risk factors, such as miscarriages or gender discrimination. In addition, investors like Rock Health see a lack of digital solutions supporting victims of sexual violence. Approximately one in five women in the US has experienced completed or attempted rape during their lifetime.

Summing up - “There’s an emerging understanding that there are many needs, and where there are many needs, there are also many opportunities,” Clue CEO Ida Tin said at a Geekettes panel. “The exciting part is, these needs are just beginning to be recognized, and there will be many more opportunities down the road to improve women’s lives through technology.”

The Solution

Embark on a New Journey with EMBRACE

Welcome to Embrace, the mobile femtech app that wraps you in personalized care just like your cherished loved one. I am thrilled to present Embrace, an end-to-end solution designed to support and empower you on your unique health and wellness journey. With Embrace, I've created a virtual companion that understands your individual needs, offering a seamless blend of expert guidance, tailored resources, and a compassionate support system. From tracking your cycles to providing insights, from offering self-care routines to connecting you with a community of like-minded individuals, Embrace is here to ensure you feel truly seen and cared for throughout every step of your personal wellness voyage. Embrace the warmth of personalized care and embark on a transformative journey with us today.

Envisioning & Designing EMBRACE

In envisioning and designing the Embrace femtech mobile app, my goal was to create a nurturing experience that would provide personalized care akin to that of a beloved companion. With careful consideration for user needs and preferences, I crafted a vision for Embrace that focused on fostering a sense of connection, support, and empathy. Through intuitive design choices, I sought to create an app that would anticipate and cater to individual wellness journeys. From the user interface to the features and functionalities, every aspect of Embrace was thoughtfully crafted to deliver a personalized and comforting experience, resembling the care one would receive from a cherished loved one. By seamlessly integrating expert guidance, tailored resources, and a compassionate support system, Embrace becomes a reliable and understanding companion, offering a sense of solace and encouragement on the path to improved health and wellness.

Persona 1 - Meet Mekhla, a talented artist and dedicated homemaker. Mekhla resides in a bustling nuclear family, where her top priorities are taking care of her loving daughter and husband. However, there's an underlying sense of longing in her life. Mekhla misses her parents who live in India, reminiscing about the comforting care and reminders her mother used to provide. She yearns for that maternal presence that would remind her to drink water, eat timely meals, and take care of herself. Amidst the daily hustle and bustle, Mekhla often forgets to prioritize her own well-being, leaving her feeling isolated and lonely. This desire for nurturing and connection drives Mekhla to seek a solution that can fill the void, providing her with personalized care and support, just like her mother used to.

User Personas

Persona 2 - Introducing Sarah, a driven and busy working professional who understands the importance of prioritizing her health and well-being. With a demanding schedule and numerous responsibilities, Sarah recognizes the need for a femtech app that can support her in managing her busy lifestyle while providing personalized health care guidance. Sarah seeks an app that can seamlessly integrate into her routine, offering tailored tips and plans that align with her specific needs and goals. As a proactive individual, Sarah values the convenience and accessibility of a comprehensive femtech app that can provide her with valuable insights, reminders, and support to maintain a healthy and balanced lifestyle. She is excited to discover an app that empowers her to make informed decisions and successfully navigate the challenges of her dynamic life while optimizing her health and well-being.

Brand Design

During the conceptualization of the brand design for Embrace, I delved into a creative exploration, envisioning a brand identity that would resonate with its target audience. To capture the essence of Embrace, I considered three distinct options for colors, typography, and imagery. The first option emphasized a serene and calming vibe, incorporating soft pastel hues, gentle typography, and imagery that evoked tranquility and peace. The second option embraced a vibrant and energetic approach, featuring bold and lively colors, dynamic typography, and imagery that conveyed vitality and empowerment. The third option exuded elegance and sophistication, with a refined color palette, sophisticated typography, and imagery that exuded grace and beauty. Each option offered a unique visual language, allowing me to explore different facets of Embrace's brand personality. Through careful consideration and feedback, I aimed to create a brand design that would authentically reflect Embrace's values and resonate deeply with its users, fostering a sense of trust, connection, and personalization.

Embrace Logo Design

Designing the wordmark logo for Embrace involved a deliberate approach to ensure it was inclusive and memorable, without targeting any specific gender. I focused on creating a logo that would represent the brand's essence of care, connection, and personalization while resonating with a diverse audience. I chose a clean and contemporary typography style that conveyed a sense of warmth and approachability. By selecting a versatile and gender-neutral color palette, I ensured the logo's appeal to individuals of all genders. The result was a wordmark logo that evoked a sense of familiarity and memorability, allowing Embrace to establish a strong and lasting connection with its users, regardless of their gender or background.

Embrace’s User Flow

Designing Embrace's user flow involved careful consideration of various aspects, including the legend, onboarding flow, and self-care setup. The legend was designed as a guiding tool, providing users with a clear understanding of the app's symbols, icons, and navigation. This ensured a seamless and intuitive user experience throughout the entire journey. The onboarding flow was thoughtfully crafted to welcome users and familiarize them with Embrace's features and benefits. By incorporating interactive elements and personalized questions, the onboarding flow created a sense of connection and customization. The self-care setup flow aimed to empower users in tailoring their experience. It offered step-by-step guidance to personalize their preferences, set goals, and create a self-care routine that aligns with their unique needs. By designing these user flows, Embrace ensures that users feel supported, engaged, and empowered to embark on their wellness journey with confidence and ease.

SiteMapping

Designing the sitemap for the Embrace mobile app involved a strategic and user-centric approach. I carefully mapped out the hierarchical structure of the app's content and functionality, considering the logical flow and ease of navigation for users. Starting with the main sections and core features, I expanded the sitemap to include subpages and nested components, ensuring a comprehensive representation of the app's structure. Throughout the process, I prioritized user needs and goals, organizing the content in a way that would facilitate intuitive exploration and quick access to key features. By creating a well-structured sitemap, Embrace offers users a clear roadmap to navigate the app, making their experience seamless and efficient as they engage with the various aspects of the app's functionality.

Sketching it away!

In the process of designing the Embrace mobile app screens, I began by creating rough wireframe sketches. These sketches served as initial blueprints, allowing me to explore different layout options and screen arrangements. With a focus on user experience and functionality, I sketched out the key screens and their components, considering the flow and interactions between them. These rough wireframe sketches provided a visual representation of the app's structure, enabling me to iterate and refine the design before moving to the digital phase. By sketching out the wireframes, I was able to experiment with different ideas and quickly visualize the overall user interface and content placement, ensuring a solid foundation for the subsequent design process.

Digital Wireframes

Mid fi Wireframes - Designing mid-fidelity wireframes for the Embrace mobile app involved a detailed and iterative process. Based on the initial sketches and user flow, the wireframes were created using design software or prototyping tools. The mid-fidelity wireframes focused on defining the layout, content placement, and basic interactions without getting into intricate visual details. The wireframes served as a blueprint, showcasing the app's structure, navigation elements, and key functionalities.

Building upon the initial sketches and wireframes, I refined and added more visual elements to the wireframes, such as colors, typography, icons, and graphics, to bring the app's interface to life. The wireframes were created using Figma, allowing for the precise placement of elements and consideration of user interactions. Attention was given to ensuring consistency in design elements, visual hierarchy, and intuitive navigation. High-fidelity wireframes helped me to evaluate the overall aesthetics, usability, and user flow of the app before proceeding to the final design stage. This process allowed for valuable feedback and iterations, resulting in a polished and user-friendly design foundation for the Embrace mobile app.

Hi Fidelity Wireframes

Prototype

Designing the Embrace app prototype involved a collaborative and iterative process. Various design tools and techniques were utilized to visualize the app's interface, navigation, and features. The prototype went through multiple iterations. Visual elements, including colors, typography, and icons, were carefully selected to align with the app's purpose and create a cohesive and visually pleasing interface. The prototype allowed for interactive demonstrations, enabling users to experience the app's functionality and provide valuable feedback. Through this iterative design process, the Embrace app prototype evolved, ensuring a user-centric and effective solution for women's health and wellness needs.

Usability Test Plan

Creating the usability test plan for Embrace involved a structured and meticulous approach. Firstly, I identified the specific objectives of the usability test, such as assessing the app's ease of use, identifying potential pain points, and gathering user feedback. Next, I determined the target audience and recruited participants who closely matched the app's intended user base. I defined key tasks and scenarios that participants would engage with during the test, ensuring they covered a range of essential features and functionalities. Additionally, I selected appropriate methods for data collection, such as observation, interviews, and questionnaires, to gather qualitative and quantitative insights. Finally, I established a clear timeline, allocated resources, and prepared necessary materials, including consent forms and test scripts. By creating a comprehensive usability test plan, I ensured a systematic and effective evaluation of the Embrace app's user experience.

Usability Test Findings

To analyze the usability test findings for the Embrace app, a systematic and thorough approach was followed.

Firstly, the collected data, including observation notes, interview transcripts, and survey responses, were organized and reviewed to identify common patterns and trends. Quantitative data, such as task success rates and completion times, were analyzed using statistical methods to derive meaningful insights. Qualitative data, including user comments and feedback, were carefully examined to gain a deeper understanding of user experiences, preferences, and pain points. Themes and recurring issues were identified, categorized, and prioritized based on their impact on user satisfaction and task completion. These findings were then compared against the established usability goals and metrics defined in the test plan. By analyzing the usability test findings, I gained valuable insights into the strengths and weaknesses of the Embrace app's user experience, which informed iterative improvements and refinements to enhance the overall usability and user satisfaction of the app.

After analyzing the findings from the usability test, the Embrace mobile app is ready to embark on its next phase of improvement and refinement. The insights gathered from the test provide valuable feedback on the app's usability, user experience, and potential pain points. Based on these findings, I will prioritize addressing the identified issues and enhancing the app's performance. This could involve optimizing navigation, streamlining user flows, improving visual clarity, and addressing any challenges or confusion experienced by users during the test. Additionally, I will incorporate user feedback to refine and enhance existing features, ensuring they align more closely with the needs and expectations of the app's target audience. The aim is to create an app that not only meets but exceeds user expectations, providing a seamless, intuitive, and empowering experience for individuals on their wellness journey.

What’s Next For Embrace?

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