Health & Wellness App
2023
Simplifying complex fertility journeys with evidence-based, gender-inclusive design.
The LGBTQI+ community faces systemic barriers in fertility care—from discrimination and fragmented information to isolation and inadequate mental health support. I designed Kin, a mobile app concept that consolidates medically verified resources, tracks complex treatment journeys, and connects users with inclusive specialists and community support. Through research-driven design and iterative testing, I created a solution that addresses real pain points for an underserved community. This project demonstrates how thoughtful UX can turn systemic healthcare gaps into opportunities for meaningful impact.
Problem area
When healthcare fails queer families
LGBTQI+ people navigating fertility care face systemic barriers that heteronormative healthcare doesn't address. Prospective parents encounter discrimination, struggle to find inclusive specialists, receive fragmented medical information across multiple providers, and have limited mental health support tailored to their experiences—particularly for trans and gender-diverse individuals.
Design goals
Listening first: three pain points that shaped every decision
Rather than designing to assumptions, I conducted competitive analysis and three in-depth user interviews to understand real pain points. While existing fertility apps offered strong tracking features, none centred LGBTQI+ experiences.
The pivot
Less is more: why I cut half the features
Initially, I aimed to design for the entire LGBTQI+ community with multiple complex features. After analysing feasibility and user needs, I realised this scope was too broad.
I narrowed focus to two core personas—Aubrey (a lesbian researching fertility options) and Elliot (a trans man navigating IVF while managing gender dysphoria)—and prioritised features that directly addressed their most critical needs.
This taught me that designing for everyone often means designing for no one. Constraints force clarity.
Design decision
Building navigation users actually understand
I built task flows for each persona's primary goals, then validated the IA through a digital card sort with OptimalSort. This revealed:
Users grouped "educational resources" separately from "tracking tools"
Terminology like "Insights" was ambiguous—"Resources" tested clearer
Users expected appointment management to be accessible from the homepage, not buried in navigation
I restructured navigation to prioritise user mental models over my initial assumptions, placing frequently accessed features (Resources, Calendar, Profile) in the bottom nav and surfacing upcoming appointments prominently on the dashboard.
Usability testing
Testing revealed what I got wrong
I tested mid-fidelity prototypes with four participants matching my target users. Testing revealed five critical issues impacting task completion:
The outcome
Second-round testing showed 100% task completion for core flows and positive feedback on clarity.
Design decision
Designing for everyone means designing for disability
I audited designs against WCAG AA guidelines and made targeted improvements:
Contrast: Increased text/background contrast to improve readability for low-vision users
Touch targets: Expanded interactive elements to meet minimum 44x44px requirements
Universal patterns: Added text-to-speech for content; used symbols alongside colour for error states
Cognitive load: Implemented legends, clearer labels, and improved spacing to reduce overwhelm
Accessibility wasn't a checklist—it informed every design choice. Making the app usable for people with disabilities made it more usable for everyone.
Collaboration
Preparing for handoff
I documented all visual elements, component behaviours, and design patterns to ensure development consistency. Files were organised intuitively, and documentation was concise—just enough detail to empower developers without overwhelming them.
Project Impact
How I'd measure success in production
Since Kin is a concept project, there are no live user metrics to report. However, if this were in production, I'd track resource engagement rates, appointment tracking frequency, community forum participation, and reduction in user-reported healthcare confusion—all indicators that the design is solving real problems.
What I validated through design and testing:
Key learnings
What this project taught me
Focus is strategic power.
Narrowing scope made the product stronger, not weaker. Trying to serve everyone dilutes impact.
Prototype fast, validate early.
Mid-fidelity testing revealed critical usability issues that would have been expensive to fix later.
Design decisions need rationale.
Every choice—from IA structure to button labels—should tie back to user needs, not designer preference.
Accessibility is foundational, not optional.
Designing for edge cases improves the experience for everyone.
