Working closely with the product team, I shaped the core mechanics that give users a reason to come back. We validated every major decision through analytics, A/B testing, and real user feedback.

We built a suite of health monitoring tools that turned raw cycle data into clear, personal guidance — fertility window calculations, cycle pattern analysis, ovulation test logging, and a health profile that shaped daily insights and long-term recommendations.

The result was a product that felt like it genuinely understood each user's body, acting like a personalised health companion that got more useful with every cycle logged.

From early on, content was treated not as an addition to the product but as a core retention driver. The goal was to build a digital companion that gives users something genuinely useful every single day, not just when they open the app to log something.

We built a continuous delivery system that adapted to each user's cycle phase, fertility goals, and logged symptoms.

Users received:

I named the product — Femia — and led the development of its full brand identity, from visual language to emotional positioning.

The brief was clear: stand apart from the sea of pink or clinical period trackers and build something women actually want to be seen using.

The result was a warm, modern identity built around real women at every stage of life — diverse, grounded, and quietly confident rather than overly medical or aggressively feminine.

The illustration style and visual tone weren't guesswork — both were validated through user feedback and performance testing, then refined until they became one of the most recognisable parts of the product experience.

Building across iOS, Android, and Web required a design system that could scale without breaking. I built it from scratch to ensure consistency, speed up production, and give the team a shared language to work from.

I was responsible for making sure the visual and UX foundation held together across every acquisition and onboarding touchpoint, from marketing creatives to App Store assets to the first screen a new user sees.

To support continuous growth testing, I built a unified design system covering all acquisition surfaces. This let the team iterate fast on hypotheses without sacrificing visual consistency or brand coherence.

I worked closely with growth and marketing — reviewing creatives, aligning UX solutions with the overall product direction, and maintaining quality as the team continuously tested new channels and approaches.

The mobile app wasn't the only entry point — we designed femia.health as a full acquisition, content, and brand trust channel in its own right.

To drive organic traffic and support conversion, we built a suite of functional tools — pregnancy, IVF, implantation, and hCG calculators — that delivered immediate value to users before they ever downloaded the app. Each tool was designed to guide users naturally into web onboarding or app install.

Combined with the health library and brand content, the website became a meaningful secondary channel — capturing organic traffic and building brand credibility.