case study: multi-module women's health app

design a multi-stage women's health app from 0 to 1, covering menstruation, pregnancy, postpartum, and newborn care stage — all as one continuous journey. the focus was on reducing cognitive load, keeping transitions seamless, and creating an empathetic, intuitive experience that evolves with women's needs

• analyzed competitors to identify gaps and opportunities
• conducted in-depth interviews with women across different life stages to understand emotional, informational, and functional needs
• defined and prioritized core product features
• mapped user journeys across all modes, among other aspects addressing the needs and perspectives of both the woman and her newborn during the postpartum and newborn care stage

• designed user flows from the first touchpoint with the app, seamlessly guiding users through all modes, minimizing cognitive load by maintaining a consistent structure, and incorporating contextual onboarding within each mode and across stage transitions
• established a cohesive design system, defining colors, typography, icons, and visual patterns to reflect the app’s goals and resonate with its target audience

• prototyped and validated the MVP with target users of different age groups and life stages across all modules, observing their real-time interactions and emotional responses
• applied insights to iterate on user flows through fast, context-driven build-measure-learn cycles

• rapid continuous feedback loops let users lead the way, guiding design decisions in real time and helping the product evolve around their real needs
• challenging edge cases require the same empathy and attention as main flows, as they can create branching paths that significantly shape the overall user experience