Trulee
Trulee
Mobile App
Mobile App
Developed a menopause-focused health and wellness recommendation app as an eCommerce iOS proof of concept in the femtech marketplace, combining personalized guidance with a curated shopping experience to support investor acquisition.
Developed a menopause-focused health and wellness recommendation app as an eCommerce iOS proof of concept in the femtech marketplace, combining personalized guidance with a curated shopping experience to support investor acquisition.
Developed a menopause-focused health and wellness recommendation app as an eCommerce iOS proof of concept in the femtech marketplace, combining personalized guidance with a curated shopping experience to support investor acquisition.
Investor-ready product concept
Client & sector
Client & sector
Health & wellness - Femtech - Marketplace
Health & wellness - Femtech - Marketplace
Collaborators
Collaborators
CEO
UX Team
CEO
UX Team
Role
Role
UX/UI Lead - home & marketplace page
UX/UI Lead - home & marketplace page
Page summary
⏱ 1 min read
⏱ 5 min read
⏱ 1 min read
OVERVIEW
Impact & outcomes
User
After redesigning the purchase flow based on user testing, we addressed key pain points and delivered a more streamlined experience.
The homepage received 100% user approval, with all participants understanding the app’s concept and value.
Client / Business
The look and feel mockups attracted interest, increased credibility, and secured investor meetings.
Created a flexible, investor-ready concept positioned to attract cross-market investment opportunities.
Product highlights
40+ prospective investors
40+ prospective investors
Look and feel was informed by user testing insights, reflecting user sentiment while aligning with business goals, which strengthened the pitch and generated investor interest.
Look and feel was informed by user testing insights, reflecting user sentiment while aligning with business goals, which strengthened the pitch and generated investor interest.
100% user approval
100% user approval
All users provided positive feedback on the homepage, clearly understanding the company’s values, the in-app recommendation process, and app functionality, demonstrating a trustworthy experience.
All users provided positive feedback on the homepage, clearly understanding the company’s values, the in-app recommendation process, and app functionality, demonstrating a trustworthy experience.
UX design aligned users' needs with business goals
UX design aligned users' needs with business goals
Integrated product ingredient info with a personalized shopping system, enabling limitless styles for product descriptions, while balancing user research insights and client needs to create an intuitive, engagement-driving experience.
Integrated product ingredient info with a personalized shopping system, enabling limitless styles for product descriptions, while balancing user research insights and client needs to create an intuitive, engagement-driving experience.
CASE STUDY
Discovery
The user
The app’s primary user is a woman seeking natural solutions for menopause symptoms. She values trusted information, simplicity, and personalized guidance to make informed choices about supplements and lifestyle changes.
Our client
A visionary CEO in the health and wellness industry, launching a lean digital MVP for menopause support, with a strategic roadmap to scale into a broader marketplace and incorporate AI-driven personalization in future iterations.
Understanding the problem & approach
Health-sensitive users often face challenges due to their personal health needs and a saturated market of supplements and recommendations.
Problem
Users seeking menopause supplements often struggle with trust.
They encounter unclear product information.
They face confusing navigation, making purchases stressful and uncertain.
Goals
Build user trust by clearly communicating company values and product information
Provide intuitive navigation for easy discovery of supplements.
Create a smooth and satisfying buying experience.
Design process
From research to design
DISCOVERY - Market analysis and client alignment
Following multiple client workshops and the creation of a preliminary user flow, we conducted a comprehensive desk research on marketplaces, recommendation engines, and menopause supplement systems. All relevant findings were systematically documented in a centralized research app with color-coded annotations to inform the architecture phase.
DEFINE - High-level information architecture
Following client alignment and a review of the comparative analysis results, the UX team defined a high-level information architecture for the app. At this stage, I took ownership of the homepage and marketplace, defining their structure and creating a high-level requirements map for each section to ensure alignment with the client.
RESEARCH - Usability test
We provided our client with actionable insights for investors, developers, and other stakeholders by conducting, analyzing, and presenting the results of a usability test to evaluate the overall app concept, measure user acceptance, and identify preferences for usability and functionality.
Flows used in usability test
Home page
Marketplace
RESULTS
Post-usability testing, priorities, and resources were assigned to address identified issues. Findings drove the implemented changes below.
Global search bar
User research showed that while the search bar was initially planned only for the Marketplace, 66% of users expected to find search on the homepage to support faster and easier product discovery. Based on this insight, the decision was made to place the search functionality in the top navigation, enabling global, multi-context search across the app.
Logo, welcome text and cart icon
Global search bar added
Global search bar added
Top-level product category tab navigation and acceptance
The top-level product category tabs achieved 100% task success across users. However, one user experienced minor friction with the “All Inventory” label and suggested “All Products” as a clearer alternative. The design was retained, with labeling and navigation flagged for continued monitoring due to the issue's low priority.
Tested design
Products tab - no changes
Contextual title
30% of users were confused about why products were recommended to them. To improve this, we added a clarity layer to the suggested products section, helping users understand the reasoning behind each recommendation.
User quote: "I do not understand why these are my recommended products. Who is recommending them?"
Tested design
Suggested products tab
Enhanced design
Contextual title
Product card engagement and user trust
The product card achieved 60% user satisfaction and successful task completion, indicating overall usability. However, 33% of users felt intimidated by the buy button during the first interaction with a suggested product. The redesign incorporates a multi-state purchase option button, allowing users to engage with different purchase flows, reducing interaction anxiety, and improving the overall conversion path.
User Quote “The buy button shown so soon feels like cold selling, which could be off-putting to users.”
Tested design
Buy button
Marketplace entry point
Enhanced design
Multi-state purchase button
Marketplace entry point – Enhanced CTA size
Product page navigation and user acceptance
All users reported a positive interaction with the product page, particularly regarding navigation and overall acceptance. However, 66% indicated a need for faster access to key ingredients and their symptom-relief benefits. The redesign introduces a dedicated layer highlighting ingredient benefits, with a visual focal point and expanded entry point to improve discoverability and reduce cognitive load.
Tested design
3 key product information
Symptom-relief benefits
Tested design
4 key product information
Dedicated layer for symptom-relief benefits
See full product page
↓
Homepage overall usability and user acceptance
We evaluated the homepage based on three core UX pillars: engagement and discovery, trust and credibility, and educating users about the app's systems while reassuring them about privacy. Usability testing revealed that 100% of participants provided positive feedback, expressing confidence in the information architecture and content necessary for effective navigation and engagement with the app.
Homepage scroll experience
Concept look and feel mockups and mood palette
Based on the logo and user expectations for a vibrant yet calm app, I created an initial color palette for the first mockups and investor meetings. Full palette refinement will follow in later research due to timeline constraints.
Product page
Home page
KEY CHALLENGES & LEARNINGS
LEARNINGS
Conducting user research for individuals in a health-sensitive context while ensuring usability testing is respectful of their experiences and still gathers objective feedback.
Educated the team through research and workshops, then designed carefully worded tasks and prompts to respect users’ experiences while gathering actionable insights.
Designing a look and feel mockup with limited time and resources while making it polished and presentable for investor meetings.
Prioritized key screens, defined core visual elements, and incorporated mood and sentiment questions into the usability test.
The app’s concept and design were still evolving, changing frequently, and not yet settled because of ongoing discussions with the client and partners.
Established a flexible design system anchored in the core app concept, allowing iterative development while maintaining constant and open communication with the client.
LEARNINGS
Through this project, I learned the importance of balancing trust, usability, and clarity in a health-sensitive marketplace. Designing for users with specific health concerns requires careful attention to how information is presented, how products are recommended, and how navigation guides users to make confident choices. I also realized that even small design decisions, like highlighting certifications, simplifying checkout steps, or clearly communicating company values can have a big impact on user confidence and satisfaction. Ultimately, this project reinforced that empathy and transparency are central to creating meaningful experiences for sensitive user groups.
Note: This project's name has been changed to protect confidentiality.
Conducting user research for individuals in a health-sensitive context while ensuring usability testing is respectful of their experiences and still gathers objective feedback.
Conducting user research for individuals in a health-sensitive context while ensuring usability testing is respectful of their experiences and still gathers objective feedback.
Educated the team through research and workshops, then designed carefully worded tasks and prompts to respect users’ experiences while gathering actionable insights.
Educated the team through research and workshops, then designed carefully worded tasks and prompts to respect users’ experiences while gathering actionable insights.
Designing a look-and-feel mockup with limited time and resources while making it polished and presentable for investor meetings.
Designing a look-and-feel mockup with limited time and resources while making it polished and presentable for investor meetings.
Prioritized key screens, defined core visual elements, and incorporated mood and sentiment questions into the usability test.
Prioritized key screens, defined core visual elements, and incorporated mood and sentiment questions into the usability test.
The app’s concept and design were still evolving, changing frequently, and not yet settled because of ongoing discussions with the client and partners.
The app’s concept and design were still evolving, changing frequently, and not yet settled because of ongoing discussions with the client and partners.
Established a flexible design system anchored in the core app concept, allowing iterative development while maintaining constant and open communication with the client.
Established a flexible design system anchored in the core app concept, allowing iterative development while maintaining constant and open communication with the client.
Trulee
Trulee
Mobile App
Mobile App
Developed a menopause-focused health and wellness recommendation app as an eCommerce iOS proof of concept in the femtech marketplace, combining personalized guidance with a curated shopping experience to support investor acquisition.
Developed a menopause-focused health and wellness recommendation app as an eCommerce iOS proof of concept in the femtech marketplace, combining personalized guidance with a curated shopping experience to support investor acquisition.
Developed a menopause-focused health and wellness recommendation app as an eCommerce iOS proof of concept in the femtech marketplace, combining personalized guidance with a curated shopping experience to support investor acquisition.
Investor-ready product concept
Client & sector
Client & sector
Health & wellness - Femtech - Marketplace
Health & wellness - Femtech - Marketplace
Collaborators
Collaborators
CEO
UX Team
CEO
UX Team
Role
Role
UX/UI Lead - home & marketplace page
UX/UI Lead - home & marketplace page
Page summary
⏱ 1 min read
⏱ 5 min read
⏱ 1 min read
OVERVIEW
Impact & outcomes
User
After redesigning the purchase flow based on user testing, we addressed key pain points and delivered a more streamlined experience.
The homepage received 100% user approval, with all participants understanding the app’s concept and value.
Client / Business
The look and feel mockups attracted interest, increased credibility, and secured investor meetings.
Created a flexible, investor-ready concept positioned to attract cross-market investment opportunities.
Product highlights
40+ prospective investors
40+ prospective investors
Look and feel was informed by user testing insights, reflecting user sentiment while aligning with business goals, which strengthened the pitch and generated investor interest.
Look and feel was informed by user testing insights, reflecting user sentiment while aligning with business goals, which strengthened the pitch and generated investor interest.
100% user approval
100% user approval
All users provided positive feedback on the homepage, clearly understanding the company’s values, the in-app recommendation process, and app functionality, demonstrating a trustworthy experience.
All users provided positive feedback on the homepage, clearly understanding the company’s values, the in-app recommendation process, and app functionality, demonstrating a trustworthy experience.
UX design aligned users' needs with business goals
UX design aligned users' needs with business goals
Integrated product ingredient info with a personalized shopping system, enabling limitless styles for product descriptions, while balancing user research insights and client needs to create an intuitive, engagement-driving experience.
Integrated product ingredient info with a personalized shopping system, enabling limitless styles for product descriptions, while balancing user research insights and client needs to create an intuitive, engagement-driving experience.
CASE STUDY
Discovery
The user
The app’s primary user is a woman seeking natural solutions for menopause symptoms. She values trusted information, simplicity, and personalized guidance to make informed choices about supplements and lifestyle changes.
Our client
A visionary CEO in the health and wellness industry, launching a lean digital MVP for menopause support, with a strategic roadmap to scale into a broader marketplace and incorporate AI-driven personalization in future iterations.
Understanding the problem & approach
Health-sensitive users often face challenges due to their personal health needs and a saturated market of supplements and recommendations.
Problem
Users seeking menopause supplements often struggle with trust.
They encounter unclear product information.
They face confusing navigation, making purchases stressful and uncertain.
Goals
Build user trust by clearly communicating company values and product information
Provide intuitive navigation for easy discovery of supplements.
Create a smooth and satisfying buying experience.
Design process
From research to design
DISCOVERY - Market analysis and client alignment
Following multiple client workshops and the creation of a preliminary user flow, we conducted a comprehensive desk research on marketplaces, recommendation engines, and menopause supplement systems. All relevant findings were systematically documented in a centralized research app with color-coded annotations to inform the architecture phase.
DEFINE - High-level information architecture
Following client alignment and a review of the comparative analysis results, the UX team defined a high-level information architecture for the app. At this stage, I took ownership of the homepage and marketplace, defining their structure and creating a high-level requirements map for each section to ensure alignment with the client.
RESEARCH - Usability test
We provided our client with actionable insights for investors, developers, and other stakeholders by conducting, analyzing, and presenting the results of a usability test to evaluate the overall app concept, measure user acceptance, and identify preferences for usability and functionality.
Flows used in usability test
Home page
Marketplace
RESULTS
Post-usability testing, priorities, and resources were assigned to address identified issues. Findings drove the implemented changes below.
Global search bar
User research showed that while the search bar was initially planned only for the Marketplace, 66% of users expected to find search on the homepage to support faster and easier product discovery. Based on this insight, the decision was made to place the search functionality in the top navigation, enabling global, multi-context search across the app.
Logo, welcome text and cart icon
Global search bar added
Global search bar added
Top-level product category tab navigation and acceptance
The top-level product category tabs achieved 100% task success across users. However, one user experienced minor friction with the “All Inventory” label and suggested “All Products” as a clearer alternative. The design was retained, with labeling and navigation flagged for continued monitoring due to the issue's low priority.
Tested design
Products tab - no changes
Contextual title
30% of users were confused about why products were recommended to them. To improve this, we added a clarity layer to the suggested products section, helping users understand the reasoning behind each recommendation.
User quote: "I do not understand why these are my recommended products. Who is recommending them?"
Tested design
Suggested products tab
Enhanced design
Contextual title
Product card engagement and user trust
The product card achieved 60% user satisfaction and successful task completion, indicating overall usability. However, 33% of users felt intimidated by the buy button during the first interaction with a suggested product. The redesign incorporates a multi-state purchase option button, allowing users to engage with different purchase flows, reducing interaction anxiety, and improving the overall conversion path.
User Quote “The buy button shown so soon feels like cold selling, which could be off-putting to users.”
Tested design
Buy button
Marketplace entry point
Enhanced design
Multi-state purchase button
Marketplace entry point – Enhanced CTA size
Product page navigation and user acceptance
All users reported a positive interaction with the product page, particularly regarding navigation and overall acceptance. However, 66% indicated a need for faster access to key ingredients and their symptom-relief benefits. The redesign introduces a dedicated layer highlighting ingredient benefits, with a visual focal point and expanded entry point to improve discoverability and reduce cognitive load.
Tested design
3 key product information
Symptom-relief benefits
Tested design
4 key product information
Dedicated layer for symptom-relief benefits
See full product page
↓
Homepage overall usability and user acceptance
We evaluated the homepage based on three core UX pillars: engagement and discovery, trust and credibility, and educating users about the app's systems while reassuring them about privacy. Usability testing revealed that 100% of participants provided positive feedback, expressing confidence in the information architecture and content necessary for effective navigation and engagement with the app.
Homepage scroll experience
Concept look and feel mockups and mood palette
Based on the logo and user expectations for a vibrant yet calm app, I created an initial color palette for the first mockups and investor meetings. Full palette refinement will follow in later research due to timeline constraints.
Product page
Home page
KEY CHALLENGES & LEARNINGS
LEARNINGS
Conducting user research for individuals in a health-sensitive context while ensuring usability testing is respectful of their experiences and still gathers objective feedback.
Educated the team through research and workshops, then designed carefully worded tasks and prompts to respect users’ experiences while gathering actionable insights.
Designing a look and feel mockup with limited time and resources while making it polished and presentable for investor meetings.
Prioritized key screens, defined core visual elements, and incorporated mood and sentiment questions into the usability test.
The app’s concept and design were still evolving, changing frequently, and not yet settled because of ongoing discussions with the client and partners.
Established a flexible design system anchored in the core app concept, allowing iterative development while maintaining constant and open communication with the client.
LEARNINGS
Through this project, I learned the importance of balancing trust, usability, and clarity in a health-sensitive marketplace. Designing for users with specific health concerns requires careful attention to how information is presented, how products are recommended, and how navigation guides users to make confident choices. I also realized that even small design decisions, like highlighting certifications, simplifying checkout steps, or clearly communicating company values can have a big impact on user confidence and satisfaction. Ultimately, this project reinforced that empathy and transparency are central to creating meaningful experiences for sensitive user groups.
Note: This project's name has been changed to protect confidentiality.
Conducting user research for individuals in a health-sensitive context while ensuring usability testing is respectful of their experiences and still gathers objective feedback.
Conducting user research for individuals in a health-sensitive context while ensuring usability testing is respectful of their experiences and still gathers objective feedback.
Educated the team through research and workshops, then designed carefully worded tasks and prompts to respect users’ experiences while gathering actionable insights.
Educated the team through research and workshops, then designed carefully worded tasks and prompts to respect users’ experiences while gathering actionable insights.
Designing a look-and-feel mockup with limited time and resources while making it polished and presentable for investor meetings.
Designing a look-and-feel mockup with limited time and resources while making it polished and presentable for investor meetings.
Prioritized key screens, defined core visual elements, and incorporated mood and sentiment questions into the usability test.
Prioritized key screens, defined core visual elements, and incorporated mood and sentiment questions into the usability test.
The app’s concept and design were still evolving, changing frequently, and not yet settled because of ongoing discussions with the client and partners.
The app’s concept and design were still evolving, changing frequently, and not yet settled because of ongoing discussions with the client and partners.
Established a flexible design system anchored in the core app concept, allowing iterative development while maintaining constant and open communication with the client.
Established a flexible design system anchored in the core app concept, allowing iterative development while maintaining constant and open communication with the client.