Kindara
Simplifying Fertility, Empowering Health Decisions
Kindara’s mission is to help women understand their bodies, make informed fertility decisions, and take control of their reproductive health. The goal: build an intuitive, modern app experience that supports charting, insights, and community—accurate, trustworthy, and easy to use.
Scope of work
Healthcare
Vertical Integration
Product Design
Startup
Results
↑ +18% feature comprehension
Key Callouts
Complicated legacy navigation created complicated work arounds to ensure consistency.
Role
Founding Product Designer
Date
2020
Team
3 teammates
CEO, COO, Engineer
Problem
The product design and architecture was dated and confusing, causing their newly acquired customers to leave rapidly. While the product was science based-and successful, women didn't see that—they saw girly and untrusted.
Challenges from multiple angles:
Core flows—especially for themes like “Wink sync,” “Getting started,” and “Data input & charting”—were inconsistent and hard to navigate.
Onboarding, marketing, and UI seemed over-gendered (“girly”) rather than clean, modern, and credible.
The thermometer integration & data flow (“Wink” device) was inconsistent or confusing to users.
The Approach
Define vision & user archetypes
01/ Working with the CEO, we articulated a new direction: clean, modern, credible, and not overly "cutesy." We mapped four user archetypes (Jobs to Be Done) and created scenario-based journeys to ground design decisions in real user motivations.
Prioritize and stage flows
02/ We identified four core flows that required redesign, ranging from lightweight tweaks to full rebuilds. The Wink device sync, onboarding, and managing daily input flows were rebuilt entirely. We used feasibility and value scoring to prioritize which ones to do first without derailing the larger roadmap.
03/ We performed lean UX research multiple times through the process and were able to take quick action on color and visual misunderstanding as well as managing account findability issues.
Resolve UI friction & hierarchy
01/ We restructured the information architecture and hierarchy to simplify multi-step tasks. Confusing buttons were replaced with intuitive sliders and clear visual cues. Cervical fluid inputs were color-coded, with visual guidance for less familiar data and pre-loaded anticipatory choices to streamline entry. Each design decision focused on reducing cognitive load and increasing clarity throughout the experience.
Design for system consistency & trust
01/ We adopted bold flat colors and open layouts to give visual breathing room and highlight context. The UI was intentionally minimal and functional to signal credibility. Under the hood, we built logic to anticipate user inputs, smoothing interactions before they began.
Results
↑ +18% feature comprehension
Behavioral Science Insight: Social Norm
By fostering a community that normalized fertility tracking, we signaled that understanding one’s body is both appropriate and empowering. The shared experience reframed what was once seen as taboo or unfamiliar into a desirable, informed behavior—encouraging women to take ownership of their health and outcomes.
Impact
01/ The redesign brought measurable clarity and confidence to the Kindara experience — helping women feel more in control of their fertility data while driving meaningful business outcomes.
Feature comprehension increased by 18%, as women better understood how to begin tracking and interpreting their fertility signals.
Increased our Monthly Active Users by 22% because of increased positive app reviews, product market fit and an app that really solved women's needs for fertility awareness.
Daily tracking activity grew by 8%, with users logging data more consistently and engaging longer with the app.
Device setup drop-off decreased 20%, after simplifying the connection flow for the Wink Bluetooth thermometer.
Increased Trust in Kindara
01/ What is most compelling is the App Store rating rose from 3.9 to 4.6, fueled by higher trust and a modern, science-forward aesthetic that felt empowering rather than prescriptive.
Women described feeling “confident, informed, and in sync with their bodies.”
Our users reported feeling “more in control of their fertility data” and “confident in interpreting results.”
Feedback described the app as “scientific, not gimmicky,” showing the success of the “decidedly un-girly” visual strategy.
Women said they felt less anxious using the app because “it feels like it knows what I need next.”
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