Hertility Health
Product Design
Hertility is a women’s health company providing at-home hormone and fertility testing, education, and virtual clinic services. The platform empowers women to better understand their reproductive health - offering personalised insights, by combining online health assessments with clinical-grade blood testing and specialist support.
My role was to design a mobile-first app experience that felt clinically robust yet emotionally supportive, helping women share sensitive information with confidence while enabling faster, more accurate pathways to care.
This overview shows the entire screening flow, demonstrating how complex clinical requirements were translated into a structured, user-friendly mobile experience.
The Challenge
The assessment needed to capture clinically meaningful data across highly sensitive health topics — including fertility, hormones, periods, and pregnancy history — without overwhelming users or feeling intrusive.
From research, we knew many users arrived feeling anxious, unheard, and fatigued by traditional healthcare questionnaires. The experience needed to feel guided, empathetic, and trustworthy, while still supporting accurate medical outcomes.
Designing a scalable reproductive health screening flow
To support clinical accuracy and personalised care, Hertility’s mobile screening assessment needed to capture a wide range of reproductive, lifestyle, and symptom data, while still feeling calm, supportive, and easy to complete.
This section shows the full end-to-end wireframe system I designed for the screening questions, structured into clear modules and adaptable based on user responses.
Clear structure to reduce cognitive load
The screening assessment is organised into distinct sections: Basic Information, Reproductive Health History, Lifestyle, and Periods. This helps users mentally prepare for each topic.
The structure established a clear and predictable information architecture, allowing sensitive topics to be introduced progressively and reducing cognitive load across a longer screening journey.
Designing for sensitive health data
Many questions relate to deeply personal experiences such as fertility challenges, hormonal symptoms, STIs, and pregnancy history.
To support trust and honest responses, the wireframes use neutral, non-judgemental language, optional explanations, and reassuring microcopy throughout.
These decisions were grounded in research insights and persona needs.
Progressive disclosure for clinical depth
To balance simplicity with clinical accuracy, the assessment uses progressive disclosure.
Users answer high-level questions first, with follow-up screens appearing only when relevant. For example, capturing frequency or severity after an initial response.
This approach kept the experience lightweight while still enabling high-quality, structured clinical data collection.
Designed with real women in mind
Personas such as Georgia, 28, a long-term sufferer of unexplained symptoms. Were used throughout the design process to guide tone, pacing, and structure.
Design decisions were continually tested against questions like:
“Would this feel supportive or overwhelming?”
“Does this help users feel informed and in control?”
Customer research from surveys and interviews directly informed how questions were framed and sequenced within the app.
Designing a mobile health platform supporting 600,000+ women
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Designing a mobile health platform supporting 600,000+ women ·
Final designs & visual rebrand
Towards the end of the project, Hertility partnered with an external agency to deliver a full visual rebrand.
The final UI designs shown here reflect that updated brand direction and demonstrate how the underlying UX framework and assessment logic translated into a refined, consumer-ready app experience.
My contribution focused on the mobile UX structure, assessment flows, wireframes, and research synthesis that informed these final designs. This project reinforced how critical empathy and clarity are in healthcare UX. Small decisions around language, pacing, and structure can directly impact trust, honesty, and engagement, especially in sensitive health contexts.
