Prototype Planning Journey
Pregnant APP prototype for Phase 2
Project
Project Brief
To meet the needs of users, the phase 2 was integrated more advanced features, such as quantitative hormone tracking, to enhance its competitive edge in the fertility market. It expands the range of fertility-related services offered through its app, providing a more comprehensive and personalized experience for its users.
Methods
Persona, customer experience, App journey, usability testing, Figma, A/B testing
Team
Myself (UX Research, UX Designer, Content), Sales, Engineers
Global Market
-
The global fertility services market was valued at 20 billion U.S. dollars in 2018, this value was forecast to more than double by 2026, reaching 41 billion U.S. dollars.
-
Global infertility testing and treatment market are estimated to grow with approx. 6.39% CAGR during the years 2019-2027.
Problem Overview – Social Media
Instagram engagement is notably low, with a 0.58% engagement rate from 687 followers. The platform suffers from stagnant follower growth and suboptimal posting times, with competitors achieving significantly higher engagement.
Twitter account shows a lack of maintenance, with inconsistent tweets and zero engagement since October 2020. Follower growth is almost nonexistent, with only 5 followers, and the use of hashtags and optimal posting times is insufficient
Despite having 1,996 followers, Eveline’s Facebook posts average only 2 likes per post, with no post shares. The content fails to initiate audience interaction and lacks the diversity seen in competitors’ posts, which cover broader topics and have significantly higher follower counts.
Problem Overview – Not SEO friendly
Website is not SEO-friendly, with 86% of its traffic coming from Taiwan and minimal U.S. traffic. The site misses out on traffic from 136.3K untapped keywords and lacks important keywords like “ovulation” and “LH surge,” leading to a 100% bounce rate and zero average visit duration.
Keywords Comparison against Competitors
Web Traffic against Competitors
Bounce Rate against Competitors
-
Mira Fertility Monitor stands out in the market of fertility tracking tools by providing quantitative hormone analysis, which is a significant advantage over many traditional fertility monitors like Clearblue.
-
Clearblue Advanced Digital Ovulation Test offers easy-to-interpret results with smiley faces to indicate fertile days. However, users have reported reliability issues, and the device only allows testing once per day, which can limit its effectiveness for those needing more frequent monitoring.
Competitors for phase 2
Wireframe
Pregnant app gives users precise hormone level readings, making it easier to understand their fertility status
Focus on enhancing its product offering with advanced features like quantitative hormone tracking could significantly boost its market position.
Phase 2 Prototype
By integrating AI-driven insights that learn from individual user data, Eveline can offer more personalized and accurate fertility predictions.
Strengthening data synchronization with healthcare providers and expanding educational resources within the app would make Eveline not only a fertility tool but also a trusted companion in the journey to conception.