Ovia Fertility

Part of the Ovia app suite. Ovia Fertility is a women’s health app available for iOS and Android. Ovia Fertility helps women and their partners conceive naturally by helping them track their menstrual cycles and fertility cues every day.

Available on the App Store and Google Play
Role: Director of Design

Data-driven design

Starting point

75% of users of the app were actively trying to get pregnant. As a user population, the community of people trying to conceive is incredibly unique. When users came to the app it was often during a difficult time in their lives, or after many failed attempts to conceive on their own. Happily, our data showed that the more frequently the user engaged with her health data, the more quickly she would be able to conceive (on average up to 2x faster with the app). From the moment she downloaded the app to the moment she became pregnant, the app needed to engage her over many details of her health on a nearly daily basis. Failing to do so could have real consequences outside of the app experience.


Since the main actions in the Fertility app were user-reported data entry, I cut my teeth as a data-driven designer with this app. I often collaborated with analytics and backend engineers to refine the data logging experience. Together, we would prioritize popular or critical data points (according to user and internal requirements) while always thinking about how to reduce friction for user data-entry. While I led a few major launches and redesigns of the Ovia Fertility iOS and Android apps over the 3+ years that I worked at Ovia, on an day-to-day basis my design process was also agile and iterative. Connected closely to customer support and analytics, I could constantly listen to user feedback and respond to how they used the app.

Can health data be cute?

Ovia was aimed at a young, millennial audience and part of my role included writing product copy to ensure the design fit our voice. For a medical app, Ovia was unique in how it spoke to its users.

While we were collecting sensitive data, it was important to me that we keep it approachable. "Kiss and tell" is Ovia's way of asking if you've had intercourse that day. "What's up down there?" is how we ask a user to open up about her period.

Scientific and medical accuracy were just as important as a user's emotional experience, so I focused a great deal on translating hard medical guidelines into understandable inputs (e.g. cervical fluid, cervix position) and testing this language with users to ensure their understanding was complete.

Single Log page

Ovia's key differentiator in a crowded period app market was its friendly, single-page data tracking experience. While very effective at capturing large amounts of data in one sitting, other users asked for the ability to customize the data they could log.

I worked with our engineering team to discuss how certain inputs could be templatized and standardized to allow the UI to be updated dynamically. By designing a more flexible inferface, we could give users and their healthcare providers more data entry options to customize according to their medical needs and lifestyles.

Customization and personalization was key to the app, which was designed to be inclusive of users of all kinds. Whether you're trying for the first time with no known medical issues (and no prior fertility knowledge), or you've been at it for a while struggling with infertility and miscarriage, or even if you're a same-sex couple pursuing in vitro fertilization, the app needed speak to you and have true utility for you. It was user stories like these, as much as the underlying fertility algorithm, that really drove the features of the app.

Wireframing: Standardized UI Components for Ovia Fertility Android


Beyond creating options for generic inputs like buttons, text fields, and search boxes, the templates also helped us to entirely update how we collected some inputs in older versions of the app. Through in-person and remote user interviews, we knew some inputs were frustrating or cumbersome. This helped us replace sliders with simple numberpads for typing quantities quickly and precisely, and short dropdown/picker inputs with simple buttons to save users an extra tap. Another benefit of this process is that it served to realign the form and function of data collection across our separate iOS and Android apps as well.

Because these changes would necessarily affect data collection in the other Ovia apps and in the future, creating and testing numerous wireframes and prototypes became invaluable in getting buy-in and feedback from not only users, but healthcare partners and engineers invested in maintaining the vast amount of user data in the fertility app.

Final Design Logging UI Ovia Fertility, Android


Sperm and Egg

The app's main timeline includes a pull-to-refresh animation of a sperm traveling to an ovum.

A small detail (but medically accurate), I based the animation on studies of sperm motility, it describes the sperm's 3D helical or 'corkscrew' motion in two dimensions.

App Themes

Playful customization options for the UI