FEMTECH UI UX DESIGN

Match solutions
to your questions

An online platform where women can search, learn, share and have support from professionals through personalized and reliable information.

Scope

Final project for Post Graduation program in Innovation and Design Thinking
School: BAU, Barcelona – 2016
Duration: 4 months
Co-workers: Alejandra Bonnet, Idalia Martínez

 

Resume

As part of the postgraduate program in Innovation & Design Thinking, we had to build a product or service using all the methodologies we learned during the course.

Challenge

Talk with women and men about their sexuality, a theme that is still taboo.

Project Goal

Identify the gaps that prevent women from looking for help for their sexual life and use this as a base to offer a solution to relieve the problem while looking for a market opportunity to monetize and grow.

Framing the problem

The project started questioning this data:

90 to 95%

of women never searched for treatment or help to solve their problem of sexual dysfunction.
Study of the Department of Urology and Psychiatry of the University of California

X

90 to 95%

of the cases that seek
professional help
achieve a cure.

Journal of Sexual Medicine, 2011

Hypotesis

· If the rate of efficiency in sexual dysfunction treatments is so high, why do so few women look for help? · What are the gaps that separates women from information and treatment? · Why don’t women look for help?

Research

We talked with women, men and experts about female sexual healthy
Guerrilla research:

+206 women +98 men

Segmented surveys:

125

Interview

・28 women from 18 to 38
・12 experts from different backgrounds:
・3 Psychologists specialized in Sexuality
・2 Tantric Therapist
・4 sexologists
・1 kinesiology
・1 Researcher of new technologies for sexual health
・1 Yoga Coach

The point was to understand:

WHICH
are the most common concerns

WHO
do they talk to when they have a question

HOW
they solve their problem

WHERE
they look for information

Key Findings

・When they have a problem, they first talk to a friend or google their question, but don’t trust 100% in the research because:
· The results seems diffuse, confusing;
· Don’t fit in their needs;
· They don’t see themselves within the stereotypes of female sex life.

・Create references by comparing their problem with other women in a similar situation as they.

・Don’t know how to find help because they don’t know how to name their problem.

・Have difficulty finding an expert:
· That they can trust
· That offers more than traditional medicine (holistic approach)

・Are curious and want to know more about how to better enjoy their sexual life.

・Panic with the excessive information. It’s necessary not only to have better information, but a system to filter it properly.

Most recurrent feelings about not having a fulfilled sexual life:

frustration, incompleteness, impotency, insecurity, anger, dissatisfaction, irritation, feeling a loser.

Co-creation session

Our goal with the session was to see the perception women have when searching for information about sexual issues that directly impact their personal life.

24 - 33

years old women

7

participants from different nationalities: Mexico, Brazil, Colombia, Italy, Spain and Portugal

5

activities were done to integrate the central theme: sexuality and information.

Key Findings

・Create value in real experiences of others because validates their own experience. Empowered, they have an identity and are not alone.

・Reading comments from experts gives CREDIBILITY to their research.

・SHAME is the main barrier to enjoying their sexuality.

・A safe environment is anonymous.

TRUST and SHAME were the most repeated words.

・There is a lot of value connecting them with specialists.
“It is very difficult to find reliable information on google. I like filters, and to be able to read what the specialists think.”
29 years old woman

Value proposition

We start by identifying the most representative Customer Jobs, Pains and Gains from the research, looking to group the insights into big themes that allowed us to create value proposals separately.

Defining our goal

Once we knew who the users we wanted to help were and how we would do it, what their context is like and what motivates them, we were able to define that our priority was the access to information. Now the challenge was in defining how we would do it.
How might we:

Help women to better enjoy their sexual life?

Designing the solution

Search platform + self-diagnosis book an appointment based on:

· Real Experiences – match questions and solutions with real cases.
· Experts – book an appoint and ask questions to experts from different areas.
· Related interests – Content, products and events curation.

What we do?

An online platform that helps women to find a solution to their sexual health questions.
On the platform, women can explore anonymously, learn about different themes, compare their questions with other women in the same condition, ask questions to professionals from different backgrounds and book an appointment.

What opportunity does it provide?
Who is it for?

For women: Providing solutions for women’s sexual health questions and finding the best expert to book an appointment.
For experts: Finding potential clients by interaction with users, help professionals to build an online reputation and organize the appointments in a useful platform.

What service do we offer?

For women:
· Interaction with experts by:
· Appointment booking (personal / online)
· Ask an expert online
· Related products in the search

For experts:
· Appointment booking
· Online questions
· Point of reference for works,
· Appointment organization
· Safe environment to organize appointments

Visual identity

Before we started building the prototype, we wanted to find a neutral visual tone for the home, so women can feel connected with the platform. For this, we build a card sorting session to see which tone women feel more identified with.

· The palette is formed by different skin tones.
· Photos have to be as neutral as possible, so users don’t feel distracted by noise.
· They liked images of real women, the feeling of freedom, hair in the wind, good moments between friends, women with actions that stimulate / animate them.
· Doesn’t like fake or romantic situations.

Mood board

Card sorting

Prototype

We built a prototype to see how users' first impressions of it and to investigate navigability issues. For the first version, we defined basic visual elements.