CONFER
Guidance throughout the conception journey
Mobile App design for at-home medical device that uses cycle data and hormone levels to create a fertility program.
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being unable to concieve is stressful and confusing. our at-home testing device delivered more accurate results faster and we needed to guide the guide
Traditional at-home pregnancy and fertility testing can be unreliable, our at-home testing device delivered faster and more accurate results.
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Humans trying to conceive
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Evolve our core product
Integrate into digital workflows
Create value for oncologists
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UX Lead
UX Researcher
UI Designer (me) -
9 months
What We Built
Challenges
Connecting the Digital and Physical Worlds
The Confer ecosystem included digital and physical pieces and the app had to help the user navigate between the two worlds and guide them through the process of taking a test.
What I Did:
Collaborated with UX researchers to incorporate findings from Alpha prototype testing about how users were interacting with the device.
Studied other IoT devices to understand best practices and common user patterns
Creating a Calming Experience
From research we knew our users were often stressed when they were unsuccessful in conceiving, we wanted to make sure our product provided support and knowledge every step of the way.
What I Did:
Used a calming colors and wave-like, rounded graphics
Controlled the amount of information we showed on default to make sure users understood the most critical things without being overwhelmed
Finding Our Voice
While designing this beta prototype we knew that guiding users through the process and data was our most important task and a big part of that was starting to tune the voice in which we spoke to our users.
What I Did:
Led the team in branding exercises and workshops to help further define our brand and voice
Did a competitive analysis of other brands in the fertility space
Process
Defining Workflows
Wireframes & Explorations
Competitor Analysis - Social Media
Humor Analysis
While workshoping our brand voice, we stumbled on how we wanted humor to be incorporated into the brand’s personality because we didn’t want humor to come at the cost of credibility. We identified some words that we thought represented the Confer brand of humor and would help position us as experts but help us maintain a human aspect: Empowering, Lighthearted, Uplifting, Positive, Encouraging.
Following our workshop, I researched brands that were leveraging different combinations of these types of humor to understand how these attributes played out in their messaging and visuals and give us some guide posts for developing our sense of humor.
