Phase 1:
RESEARCH
Learning the Landscape
To gain a broad understanding of the FemTech space and define Google Fem's target users, I initiated the design process by conducting market and competitor research. The findings aided in identifying specific pain points and characteristics of our target audience, which I further explored through in-depth user interviews.
Market Trends
During this research phase, a notable finding was the significant engagement of women as digital health super users. They comprise 62% of health and fitness app users, interact with digital health products 75% to 85% more frequently than men, and invest three times as much time in their usage. However, this user segment faces challenges such as privacy concerns, inaccurate predictions, and the perception that women's health features are merely add-ons.
FemTech Trends
• High visibility brands that target Millennials
• Products expanding beyond reproductive health
• Apps targeting women at all ages & stages i.e. hormones, menopause
(Sources: Forbes, FemTech Focus, Frost & Sullivan, Rock Health, U.S. Dept. of Labor)
Sizing Up the Competition
When conducting competitor research, I noticed that period and ovulation trackers were the most popular types of apps among women, with Flo and Clue leading the charge. In addition to noting the characteristics, strengths, and weaknesses of these apps, which I considered our direct competitors, I also examined the most popular health and wellness tools, including Fitbit and Apple Health, to gain insights into their best practices and user patterns.
Identifying Our Type(s)
To guide the selection of users to interview, I created three user archetypes that were based on the demographic information pulled from market research (see below).
Woman in her late 20s to early 40s
Mid to upper income
Urban or suburban
Use or have used mobile health apps
Turning Empathy Into Insights
From start to finish, I remained committed to keeping women's needs and priorities at the heart of the design process. To empathize with the behaviors, motivations, and pain points of Google Fem's target audience, I conducted one-on-one interviews via Zoom with five women who matched the user profiles. Given the sensitive nature of health topics, I used open-ended questions, and I was delighted to find that the interviewees were very open in sharing their experiences (see image below of me conducting interviews on Zoom).
Key Questions
What are users’ concerns and frustrations related to digital health apps?How do they seek health information?
Where do they go to for support around their health issues?
(That’s me conducting Zoom user interviews)
Putting Her Needs First
The interviews validated my assumptions that current women's health apps are not meeting users' comprehensive health needs, users desire valuable and credible health information from digital tools, and health apps should prioritize ease of use.
I identified several significant pain points, with some specific to digital platforms and others reflecting frustrations with the healthcare system at large. For instance, all participants shared experiences of feeling dismissed by their doctors regarding health concerns, and there was a consensus that a stigma exists around women's health, particularly emotional/mental health.
“You feel alone. You think something must be wrong with you.”
— Noa, 29
With over 200 Post-it notes' worth of observations, I synthesized and categorized the data using an empathy map (see below), which aided in defining three overarching themes: credibility, connection, and ease.
Google Fem Personified
The user insights derived from empathy research formed the foundation of Google Fem's design. I synthesized the goals, needs, frustrations, and motivations gathered from our interviews to create the user profile of Daphne Johnson. This user persona would guide the product design strategy and inform design decision-making going forward.
