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Team
Designer, Developer
Duration
6 months
Challenges
Outdated code, lean team, no access to user usage data
We were tasked with redesigning a women's health tracking app called Life. The app was 8 years old. We had 6 months to complete the redesign. At that time, it had over 20,000 users.
My role
Roadmap: 6 Months
The tricky part was the "Home Page" the most viewed page, where users wanted an instant overview of their cycle at a glance.
How do you redesign the most used page without MESSING IT UP?
Research & Analysis
What Do Users Want?
Target Users: Women aged 25-40
We conducted 1:1 interviews with 37 women worldwide to understand their needs.
Strategy
What if we prepare women with hormone tips?
That would mean I had to write over 50 tips and develop a system to tell women which phase of their cycle they’re in and how to face it.
And I did it happily!
Frustration
Women felt frustrated about their hormones but couldn’t recognize a pattern.
Missed Opportunity
Women felt frustrated about their hormones but couldn’t recognize a pattern.
Competitive Advantage
Educating users about their cycles could lead to higher user retention and loyalty.
Getting our hands dirty
Design-Test-Iterate-Test…
We interviewed 15 women throughout the iterations.
It was so much fun!
Educate phases of cycle
I developed logic and curated over 50 insightful quotes.
Women loved the approach
It helped them stay prepared and rock their way through life
Unexpected Outcome
They wanted more wallpapers and a dark mode
Users were struggling with the bright screen.
In the next launch, we reintroduced dark mode.
Introducing AI
Find a pattern in the period cycle with AI
We built Livia
It was super quick
Impact
We managed to educate + make them stay prepared
Led to 4x users
We went back to design-iterate-design-iterate mode
Thank you!