Obie - Approach to Fertility
Obie is the first-of-its-kind digital product in the fertility space with a hyper-personalized and holistic approach that uses the latest medical science to help women improve their fertility, track their cycle and ovulation, get pregnant and have a healthy pregnancy. Think of Obie as the guide to the fertility journey.
Building a holistic ecosystem
The next frontier in health is connected ecosystems. Known for ecosystem loyalty, Apple has been slowly but surely building a powerful health universe by connecting the Health app with fitness trackers, medical providers and other apps. This empowers users with knowledge about their health without having to go to multiple sources, and ultimately leads to higher user retention.
Tackling privacy and transparency in healthcare
It’s no surprise that privacy is rapidly shifting from being an afterthought to the backbone of how we design and build digital products today and in the future.
Data privacy is central to Obie's brand and product. Obie neither sells personal data to third parties nor uses it for targeting ads. We ensure privacy is felt throughout the app. Users are reassured via a lock icon when sharing sensitive information, confirming that their data is protected.
Designing for life’s most important journey
Our challenge was to find a balance between coming across as a trusted medical professional and a relatable friend. The result is an app that feels friendly but not over the top, scientific but not too cold, intelligent but down to earth. In addition, we designed a flexible system that makes it easy for users to understand their health data at a glance and allows the brand to scale in the future.