kindara womens fertility app

Take your fertility in your hands

Client: Kindara
Rold: Art Direction/UI/Visual Strategy

As a top women’s lifestyle brand, bringing in $5.3 million in Venture Capital this year, Kindara has built a brand around women understanding and empowering themselves with knowledge about their bodies. The Guardian may have just wrote a great article about them, they may be a top downloaded app across the women’s lifestyle board in the Apple store, but major competitors are creeping in.

After defining archetypes and opportunities from the visual branding perspective, the VP of Product and I put our heads together to unfold a new vision on Kindara – the direction was clean, modern and easy to use. And decidedly un-girly. We defined the top four user flows that were needed with greatest priority and I mapped out a task flow for each. In order to sell this new design and product to his company, I created a scenario to allow the team to connect with and identify with the user. Some task flows were already in use and would be touched lightly, while the Wink Marketing Flow and the Onboarding flow were completely scratched and developed from wires. Taking into consideration a developer time crunch, I identified prime UI initiatives that would enhance the users joy and ease of use of the product exponentially. Number one change was simply in layout and design, through this I could weave in more heuristic design. Examples of UI updates are addressing hierarchy in screen structure, identification of multistep processes and creating easy to identify sliders instead of clunky buttons, color coding cervical fluid on data input and graph, and design that reacts and solves user questions before they begin. The bold flat colors and open uncluttered UI made it easier to identify context, wayfinding and priorities. Our primary purpose is to help the woman have the best female fertility app so that she can maintain health, understand her body and take her health in her own hands.