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Fertiliwise is a mobile and IoT smartwatch App that tracks menstrual cycles & fertility, using physiological data collected from wearable sensors while providing educational content in a simple, informative way.

  • Final project: UX Design Course

  • Mobile App & IoT smartwatch

  • Duration: 3 months

  • Responsibilities: UX Design & Research

  • Tools: Axure, Figma, Google Forms, Excel


The Problem

Self Report

Most apps today rely on self-report, but according to research, 35% of women don't fully understand their menstrual cycles.

So.. relying on self-report for predictions about women's cycles and fertility days can be a bit problematic, Don't you think?

Secondary Problem

Wrong Technology

Using wrong technology like AI and machine learning requires that the woman will work a lot for the app, instead of the app working for her. Over time, cognitive workload, frustration, and user churn are expected.

Moreover, these technologies don’t consider the differences between women and their cycles.

The Challenges

Self Report
Workload &
Educating through an informative & simple interface

Market Research

The research focused on two aspects:​​

1. Data for fertility and menstrual cycle tracking. Researchers found that wearable sensors can predict the fertile window and other physiological changes in women's cycles. These sensors track symptoms such as body temperature, HRV, resting pulse rate, skin perfusion, and more.*


2. Competitive Analysis - Apps/IoT devices:


From left to right: Clue, Flo, Glow, Ava, Daysy, Breath. ilo

Main Pain Points

  • Inaccuracy: The app relies on self-reporting, which can be inaccurate.

  • Tiring: The user has to constantly input data for the app to learn, which can be tiring.

IoT's & Devices:
  • Strict and inflexible: The app requires daily input from the user, which can be restrictive.

  • Expansive and inaccessible in many regions worldwide.

User Research

My research consisted of surveys, interviews, and statistical analysis to gain a better understanding of women's experiences with their menstrual cycles. I wanted to understand how they track their cycles, what apps they use, and what frustrates them. The results were insightful and gave me valuable information that I could not have gotten any other way.

  • N=40, age range 22-34.

  • 2 semi-structured interviews were conducted.

  • 90% of the women didn’t have children.

Here are some of the questions I asked

20% of women did not know the average length of their menstrual cycle, and 6% did not know the average length of their menstruation.

Some mentioned they don't know the difference between them.

question 2 pie chart.png

The top three reasons to use birth control are to avoid pregnancy, prevent STDs, and for medical reasons

question 3.png

55% of the women in the study use apps/devices to track their cycles. 33% of them use it daily.

Why do you track your menstrual cycle?

“So I can better plan events and important things in my life when I feel at my best, and avoid others when I'm not at my best”.

Based on the research findings, I created persona 1#:


User Flow

user flow

Feeling that energy? Ovulation day is on its way! Don't forget to log symptoms (:

Information Architecture



My main goal was to give an immediate status of the user's current phase of her cycle, using graphics, colors, and verbal signs, once entering the app.



user flow.png
Group 5.png

Design problems considered in the process

1 / Lack of Knowledge

The Solution | Balancing between educating & informative content and between the 2# heuristic by Nielsen (match between the system and the real world), using day-to-day language over medical one (e.g. Body symptoms instead of physiological symptoms)

2 / Designing mini-screens

​The Solution | Using the 8# heuristic by Nielsen of minimalism & simplicity​ - 

  • Short interactions between the user and the interface

  • Prioritizing only must-have features to go into the smartwatch.


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