PROJECT OVERVIEW
Background
For many women, turning to digital sources to troubleshoot their health issues is a reflex. They are more likely to engage with health-related apps, communicate with their doctors via text, and participate in online forums. A recent study reveals that women use digital health tools 75-85% more than men and, according to the U.S. Labor Department, spend on average 29% more per capita on health care.
However, women’s health has long been overlooked by digital innovation and Big Tech, accounting for only 3% of overall digital health funding since 2011.
Fortunately that paradigm is changing through the rise of Femtech, which is estimated to be worth $50 billion by 2025.
Google sees Femtech, which encompasses digital solutions designed for women, as a ripe opportunity to fill a market gap and expand their health care products portfolio. The product they envision is “Google Fem” - a mobile app that will make a difference in women’s lives by supporting their health needs on the go.
Sources: Frost 2020, Rockhealth 2020, U.S. Dept. of Labor
Challenge
To design the Google Fem end-to-end mobile app that meets the needs of female consumers. The design must follow Google Material Design patterns.
To create a logo and branding that resonates with Google Fem’s target audience while adhering to Google’s visual design standards.
My Role
UX Research, UX Design, UI Design, Branding
Duration: 300 hours
Tools: Sketch, InVision, Mural
Team: Self-directed, with guidance from mentor
mHealth apps are used to track and/or manage a range of health and wellness categories - from fitness to nutrition to chronic illness to mental health
Digital Health Industry Snapshot
General
Mobile health apps (mHealth) apps are used to track and/or manage a range of health and wellness categories
350,000 mobile health apps (mHealth) currently exist
64% U.S. consumers have downloaded an mHealth app; majority focus on wellness rather than medical
High Satisfaction: 82% of users say apps are very or somewhat helpful in meeting health goals
Sources: Pew 2019, Statista, 2019
Women’s Health Apps
Period & fertility trackers are most frequently used types of women’s health apps worldwide
>100 million women globally and 1/3 of women in the U.S. have used free period-tracking apps
>100 fertility apps on the market & downloaded by >200 million women
Increasingly Femtech products are branching out from the reproductive health sector
Source: Nature, 2019
Current Trends
Increasingly mHealth apps focus on managing health conditions rather than wellness
Disease management apps now account for 47% of digital health apps used in 2020 Vs. 28% in 2015
Growing evidence of links to positive health outcomes
Increasingly being integrated in mainstream medicine
Surge in apps designed for mental/behavioral health
COVID has driven growth in digital health industry
Sources: Marketwatch.com, 2021, Nature, 2019
Demographics
Age, Income & location
Adults <55 are about twice as likely to have used digital health products
41% of consumers ages 30-39 use fitness tracking apps.
Thirty-five percent or more of city and suburban residents report having used these products, while fewer than three in 10 residents of rural areas have used either one.
By Gender
Women are super users of health care
Women make 80% of their household health care decisions
Spend 29% more than men on their health care needs, particularly products focusing on reproductive health
75-85% more likely to use digital health tools than men
Nearly half of women <50 report have used digital health products
Sources: Statista 2016, Gallup 2019, Frost & Sullivan 2020, U.S. Dept. of Labor
User Concerns
User Concerns
Privacy: Free health apps are known to sell sensitive user health data to 3rd parties; recent acquisition of Fitbit by Google has raised concerns among users who don't want their personal data compromised
Frustrations over inaccuracy: 20% of fertility/period app users complain about incorrect predictions
Female products designed by men do not address women’s health needs: many top products are not designed by women and tend to not be female-centric
Sources: Wired UK, 2019, Forbes, 2020
Target Audience
Women
Women are super users when it comes to health solutions
Women make 80% of their household health care decisions
They spend 29% more than men on health care needs
75-85% more likely to use digital health tools than men
Nearly half of women <50 report have used digital health products
Age & Income
t skews younger & higher income
Adults <55 are about twice as likely to have used digital health products
41% of consumers ages 30-39 use fitness tracking apps. (Statista, 2016)
Usage varies by income level
50% of U.S. upper-income adults use both fitness trackers & health apps Vs 33% mid-income, 25% low-income