Clearblue Connected — Fertility Tracking App
Healthtech 〰️ iOS/Android app 〰️ Freelance Product Designer 〰️ Sept 2016 to Sept 2017
The Problem
Trying to conceive is one of the most emotionally charged experiences in a person's life. The Clearblue Connected app had to meet women at that moment — with clarity, warmth, and precision.
This was P&G's first connected fertility app. No prior product, no existing design to build on. One year, one designer, one chance to get it right.
The Challenge
The app had to do two things simultaneously that don't naturally go together: deliver clinically accurate fertility predictions, and feel warm and approachable to women who were often anxious, hopeful, or both.
Every screen carried weight. A confusing interaction on peak fertility day wasn't just a UX failure — it was a missed chance at something far more important.
The complexity underneath
This wasn't just a mobile app. It was a connected hardware and software system — the app communicated with a physical device holder via Bluetooth, reading test results, syncing data, and calculating fertility windows in real time.
Designing across that boundary — physical product, Bluetooth pairing, data sync, offline states, and a clinical prediction algorithm — required working closely with scientists, hardware engineers, and the clinical trials team simultaneously.
The design had to make something medically complex feel like a gentle, daily companion.
The Experience
Pairing a physical device with a phone is inherently technical. The pairing flow had to guide users through a hardware interaction they'd never done before — without making them feel like they were doing something technical.
The core of the daily experience was a single, clear message: what does today mean for your chances of conceiving? The circular visualisation communicated cycle position, fertility status, and urgency — without requiring users to understand the science behind it.
Over time the app learned. Cycle data accumulated, predictions refined, and the algorithm surfaced personalised recommendations — always in plain, human language.
The outcome
Shipped on iOS and Android. Participated in clinical trials with over 200 users — many of whom successfully conceived using the product. Presented findings to the P&G marketing team in Switzerland.
The product that started as a blank Figma file ended up in the hands of women across the world, at one of the most important moments of their lives.