Case study

Designing a Platform for Femtech

Client

Industry

Femtech

Role

Design Leadership @ Leeaf

Project Overview

The project involved launching a mobile app (iOS and Android) from scratch to guide patients through the complex journey of in vitro fertilization (IVF). Additionally, the project aimed to establish a late-stage physician portal for data-driven personalized fertility treatment based on app-gathered data. When I joined, the toolkit included a PowerPoint deck, a few Figma screens, and preliminary market research.

Challenge

The challenges included:

Conducting market research, competitor analysis, and stakeholder interviews to build the foundation for the app's information architecture and user flows.
Addressing the complexities of the Femtech medical space, which required a broader scope than initially anticipated.
Streamlining data entry for users while ensuring they stayed informed throughout their IVF journey.
Gathering and structuring user data to provide value to IVF clinics overwhelmed by patient needs.
Designing a consistent experience across iOS, Android, and a desktop application for clinicians.

Solution

Research and Stakeholder Alignment
- Conducted in-depth user interviews, workshops with clinicians, IVF coordinators, doctors, and nurses to understand stakeholder needs.
- Prioritized user and business requirements through iterative workshops and collaborative sessions.
Comprehensive Design Execution
- Designed a mobile app for Android and iOS, ensuring consistency across both platforms while respecting platform-specific guidelines.
- Developed a desktop/web app for clinicians to enable data-driven, personalized IVF treatments.
- Defined design systems, corporate identity, and the overall aesthetic and functionality of the applications.
Iterative and Agile Approach
- Used fast iteration cycles with feedback from patients, clinicians, and stakeholders.
- Incorporated screencasts and remote collaboration tools to manage the project effectively across time zones.
- Delivered early prototypes and MVPs to test feasibility and usability before final implementation.

Results

Successfully launched mobile applications for Android and iOS, meeting business goals and user needs.
Created a clinician portal that supported data-driven decision-making.
Received positive feedback from patients and stakeholders, validating the app’s ability to enhance the IVF journey.
Demonstrated the feasibility of aligning user and business goals in a complex medical domain.

Takeaway

This project taught me that maintaining focus, staying lean, and executing quickly are critical to success in early-stage startups. Misalignment between investors and CEOs or deviation from the initial strategy can hinder progress and jeopardize the product’s potential.

Effective remote collaboration, iterative testing, and keeping stakeholders aligned are key practices I’ve carried into subsequent projects.

"Pavel 's collaborative nature and friendly demeanor make him a fantastic team player"

He consistently demonstrates a deep understanding of customers and actively engages with end users to ensure their needs are met through iterative processes. His approach in proposing innovative solutions and dedication to enhancing the user experience set him apart.