kindara women’s fertility app

Take your fertility in your hands

Client: Kindara
Role: Design Strategy/UX/Visual Strategy
FemTech, HealthTech

As a top women’s lifestyle brand, bringing in $12.1 million in Venture Capital (2025), Kindara has built a brand around women understanding and empowering themselves with knowledge about their bodies. The Guardian wrote a great article about them, they are a top downloaded app across the women’s lifestyle board in the Apple store and significantly has helped 75,000 women conceive.

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.

After defining archetypes and opportunities, 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 mapped out a task flow for each. I created a scenarios of 4 segment’s customer journeys (JTBD/Jobs to be Done). Some task flows had a solid foundation and would be touched lightly, while the Wink (Patented bluetooth thermometer), Marketing Flow and the Onboarding flow were completely scratched and developed from ground up. Engineering feasibility and timing was a major dependency, so we identified priority initiatives that would enhance the users value and ease of use.

We refined friction areas of Information Architecture and unclear completion tasks by addressing hierarchy in screen structure, identifying confusing multistep processes and created easy to understand sliders instead of confusing buttons, increasing understandability with color coding cervical fluid on data input and data visualization, and built logicc in the interface that premeditated user inputs before they begin. The bold flat colors and open uncluttered UI made it easier to identify context, way-finding and priorities.