A health coaching app supporting pregnant and postpartum women
Team Members: Meena Kaushik, Paul Stott, Michelle Peretz, and Patrick Barin
My Role: Product Designer, Content Strategist
Course: Product Design Studio | Fall 2018 | UC Berkeley School of Information
Tools: Sketch, InVision, Abstract
What is Fovi? For this project we worked with a client. Fovi is an early stage start-up company that currently exists as a text messaged-based service providing one-on-one coaching, support, education, tracking, and resources to help women deal with all the changes and challenges that come up in the postpartum period.
The problem is that while medical attention exists with a lot of frequency during pregnancy, there is nearly no support for women in the postpartum period. Most of the medical attention is focused on the newborn child, but a lot of women experience a variety of physical and mental conditions during that period
Our task was to help our client transition from the text-based pilot program to a native mobile app by designing an on-boarding experience and sharing our vision for the look and feel of the product and brand.
Demonstrate the value of Fovi
Create trust during on-boarding
Design visuals that can convey both and are a starting point for further design
I loved working on this project because it challenged us to utilize content strategy to draw in users. We developed the initial designs and copy as a team, and I finalized the wireframes and copy.
During on-boarding, we had to balance building the user’s trust (communication) with reducing friction throughout the process. We opted for a 4-step registration process followed by an optional health questionnaire. We learned that getting users to the main part of the app quickly improves retention. This way, users have the flexibility to complete the questionnaire and personalize their experience at a later time.
Given that we were a team of five, our visual designers created a lightweight design system to facilitate speedy iteration and to ensure consistency across the product. We agreed that the appearance of the app should be warm and inviting while avoiding stereotypically feminine styles.
We collaboratively explored several different user flows, did user testing, and presented our ideas in a design critique before we landed on the final version.
Communicating Our Values
We included a few value proposition screens early in the on-boarding flow to encourage people to sign up. Our challenge was to leverage limited space to concisely communicate everything that Fovi offers.
The on-boarding process should feel like a safe space for users to share sensitive details about their pregnancy, delivery, and postpartum experience. For that reason, we included a “Why Do We Need This Information” section that users can tap to expand and learn more.
We sought to maintain a casual and conversational tone to give a human touch to the on-boarding experience, further alleviating any concern or hesitations.
Normalizing All Experiences
One of our main priorities was to help women understand that complications are common; there is nothing to be ashamed of, nor are they alone in these experiences. In fact, it’s encouraged to discuss and ask a lot of questions.
As this was a team project, collaboration and open communication with each other and the client were critical throughout the project.
Feedback from the client:
[They] did a nice job grappling with that tension between collecting as much useful information as possible while also reducing friction and making it quick and easy to get going.
We were excited to learn that the client plans to move forward with our solutions. While this is a great starting point, a key takeaway for me has been that it is important to continue asking introspective questions about how we can make the design even better in future iterations.