FEMTECH | AI | BRANDING & UX DESIGN | LEAN UX
FEMTECH | AI | BRANDING & UX DESIGN | LEAN UX
OviAI - A behavior-guided FemTech companion for PCOS/PCOD
OviAI - A behavior-guided FemTech companion for PCOS/PCOD
End-to-end academic product design project exploring behavior-guided FemTech experiences for PCOS/PCOD through Lean UX, research, and AI-driven personalization.
End-to-end academic product design project exploring behavior-guided FemTech experiences for PCOS/PCOD through Lean UX, research, and AI-driven personalization.
End-to-end academic product design project exploring behavior-guided FemTech experiences for PCOS/PCOD through Lean UX, research, and AI-driven personalization.
ABOUT THE PROJECT
ABOUT THE PROJECT
ABOUT THE PROJECT
Project Summary
Project Summary
Project Summary
OVAI is an AI-powered FemTech companion for women living with PCOS/PCOD; designed to provide personalized, empathetic, and behavior-guided support where traditional period and health apps fall short.
I designed this project end-to-end using a Lean UX approach, working across research, participatory interviews, behavioral insight mapping, interaction design, branding, and UI. The goal was to create an experience that blends medical awareness with emotional understanding, using AI and pattern recognition to help users build habits, track symptoms meaningfully, and feel supported rather than overwhelmed or generalized.
OVAI is an AI-powered FemTech companion for women living with PCOS/PCOD; designed to provide personalized, empathetic, and behavior-guided support where traditional period and health apps fall short.
I designed this project end-to-end using a Lean UX approach, working across research, participatory interviews, behavioral insight mapping, interaction design, branding, and UI. The goal was to create an experience that blends medical awareness with emotional understanding, using AI and pattern recognition to help users build habits, track symptoms meaningfully, and feel supported rather than overwhelmed or generalized.
Why This Problem Matters
Why This Problem Matters
Over 200 million women worldwide struggle with PCOS facing not only physical symptoms but also mental and emotional strain.
Support is often generic, fragmented, and impersonal, leaving women to navigate their health alone.
Over 200 million women worldwide struggle with PCOS facing not only physical symptoms but also mental and emotional strain.
Support is often generic, fragmented, and impersonal, leaving women to navigate their health alone.
Fragmented Experience
Fragmented Experience
Fragmented Experience
Women use 3–4 separate apps for tracking cycles, symptoms, fitness, and mental health.
Women use 3–4 separate apps for tracking cycles, symptoms, fitness, and mental health.
Minimal Emotional support
Minimal Emotional support
Minimal Emotional support
PCOS management is as much emotional as it is physical, yet this aspect is often ignored.
PCOS management is as much emotional as it is physical, yet this aspect is often ignored.
1 in 10 women affected
1 in 10 women affected
1 in 10 women affected
That’s over 200 million women living with symptoms that impact physical, mental, and reproductive health.
That’s over 200 million women living with symptoms that impact physical, mental, and reproductive health.
70% of women with PCOS go undiagnosed.
70% of women with PCOS go undiagnosed.
70% of women with PCOS go undiagnosed.
Leading to years of unmanaged symptoms, emotional distress, and long-term health risks.
Leading to years of unmanaged symptoms, emotional distress, and long-term health risks.
Gap in the market
Existing solutions often take a one-size-fits-all approach, overlooking the need for personalized, behavior-driven support tailored to individual user journeys.
User Frustrations
Women with PCOS/PCOD often face delayed diagnosis, inconsistent medical advice, and little follow-up support, which leaves them uncertain about whether to rely on lifestyle changes, medication, supplements, or all of them at once. The condition also has a significant emotional impact that is rarely acknowledged, leading many women to feel isolated and without a safe, supportive space to share their experiences or seek guidance.
User Expectations
Women expressed a desire for clear, personalized guidance rather than generic health tips, along with support that integrates their mental and emotional wellbeing into physical health tracking. They want a smart system that adapts to their lifestyle instead of forcing them to change their routines to fit the product. Many also value having a compassionate community space where they can connect with others who share similar experiences and challenges.
Gap in the market
Existing solutions often take a one-size-fits-all approach, overlooking the need for personalized, behavior-driven support tailored to individual user journeys.
User Frustrations
Women with PCOS/PCOD often face delayed diagnosis, inconsistent medical advice, and little follow-up support, which leaves them uncertain about whether to rely on lifestyle changes, medication, supplements, or all of them at once. The condition also has a significant emotional impact that is rarely acknowledged, leading many women to feel isolated and without a safe, supportive space to share their experiences or seek guidance.
User Expectations
Women expressed a desire for clear, personalized guidance rather than generic health tips, along with support that integrates their mental and emotional wellbeing into physical health tracking. They want a smart system that adapts to their lifestyle instead of forcing them to change their routines to fit the product. Many also value having a compassionate community space where they can connect with others who share similar experiences and challenges.
Gap in the market
Existing solutions often take a one-size-fits-all approach, overlooking the need for personalized, behavior-driven support tailored to individual user journeys.
User Frustrations
Women with PCOS/PCOD often face delayed diagnosis, inconsistent medical advice, and little follow-up support, which leaves them uncertain about whether to rely on lifestyle changes, medication, supplements, or all of them at once. The condition also has a significant emotional impact that is rarely acknowledged, leading many women to feel isolated and without a safe, supportive space to share their experiences or seek guidance.
User Expectations
Women expressed a desire for clear, personalized guidance rather than generic health tips, along with support that integrates their mental and emotional wellbeing into physical health tracking. They want a smart system that adapts to their lifestyle instead of forcing them to change their routines to fit the product. Many also value having a compassionate community space where they can connect with others who share similar experiences and challenges.
Solution strategy
Symptom and Cycle Tracking
Symptom and Cycle Tracking
DESIGN RESPONSE
DESIGN RESPONSE
DESIGN RESPONSE
Structured tracking for symptoms, cycles, and behaviour patterns
Trends and insights instead of raw data logging
Adaptive guidance that becomes more relevant over time
Structured tracking for symptoms, cycles, and behaviour patterns
Trends and insights instead of raw data logging
Adaptive guidance that becomes more relevant over time
DESIGN RESPONSE
DESIGN RESPONSE
Personalised Lifestyle Recommendations
Tailored guidance across nutrition, movement, routine and habits
Small, actionable steps that evolve with progress
Supportive tone that reduces overwhelm and builds confidence
Tailored guidance across nutrition, movement, routine and habits
Small, actionable steps that evolve with progress
Supportive tone that reduces overwhelm and builds confidence
Personalised Lifestyle Recommendations
DESIGN RESPONSE
DESIGN RESPONSE
DESIGN RESPONSE
Habit Building and Motivation
Behaviour-led micro-goals and gentle nudges
Progress cues that reinforce consistency over time
Motivation grounded in reflection, not forced gamification
Behaviour-led micro-goals and gentle nudges
Progress cues that reinforce consistency over time
Motivation grounded in reflection, not forced gamification
Habit Building and Motivation
DESIGN RESPONSE
DESIGN RESPONSE
DESIGN RESPONSE
Community & Support Access
Emotional check-ins and supportive conversations
Optional peer and expert connection for guidance when needed
Brings mind + body care into one cohesive experience
Emotional check-ins and supportive conversations
Optional peer and expert connection for guidance when needed
Brings mind + body care into one cohesive experience
Community & Support Access
DESIGN RESPONSE
Design Process - Lean UX
Design Process - Lean UX
Understanding Users & Context
Understanding Users & Context
Understanding Users & Context
I began by exploring how users experience PCOS/PCOD in their daily lives: their emotions, behaviours, health routines, and pain points. These artifacts helped identify where support, clarity, and empathy were most needed in the journey.
I began by exploring how users experience PCOS/PCOD in their daily lives: their emotions, behaviours, health routines, and pain points. These artifacts helped identify where support, clarity, and empathy were most needed in the journey.
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
Proto-personas · Customer Journey Map · Hypothesis Table
Proto-personas · Customer Journey Map · Hypothesis Table
Prioritising Assumptions & Opportunities
Prioritising Assumptions & Opportunities
Prioritising Assumptions & Opportunities
Not every idea delivers equal value, so I prioritised assumptions and opportunities based on user impact, feasibility, and alignment with the product vision. This ensured we focused our efforts on solving the most meaningful problems first.
Not every idea delivers equal value, so I prioritised assumptions and opportunities based on user impact, feasibility, and alignment with the product vision. This ensured we focused our efforts on solving the most meaningful problems first.
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
Assumption Prioritisation · Hypothesis Prioritisation Chart · Bull’s-Eye Diagram
Assumption Prioritisation · Hypothesis Prioritisation Chart · Bull’s-Eye Diagram
Ideation & Concept Exploration
Ideation & Concept Exploration
Ideation & Concept Exploration
Once priorities were clear, I explored multiple directions through ideation and collaborative brainstorming. These early explorations helped us test possibilities, refine thinking, and move toward concepts that felt both useful and emotionally supportive.
Once priorities were clear, I explored multiple directions through ideation and collaborative brainstorming. These early explorations helped us test possibilities, refine thinking, and move toward concepts that felt both useful and emotionally supportive.
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
Concept Ideas · Brainstorming Boards
Concept Ideas · Brainstorming Boards
System & Experience Architecture
System & Experience Architecture
System & Experience Architecture
The product was designed as a connected ecosystem rather than a single feature. These diagrams map how user actions, system behaviour, AI logic, and service layers work together to create a cohesive, holistic experience.
The product was designed as a connected ecosystem rather than a single feature. These diagrams map how user actions, system behaviour, AI logic, and service layers work together to create a cohesive, holistic experience.
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
ARTIFACTS UNDER THIS SECTION
Service Blueprint · Tech Architecture Diagram · OviAI System Flow
Service Blueprint · Tech Architecture Diagram · OviAI System Flow
CONCLUSION
CONCLUSION
CONCLUSION
Final Reflections
Final Reflections
Final Reflections
This project strengthened my ability to design for complex health contexts with empathy, clarity, and system thinking. I gained deeper experience working with assumptions, prioritisation, and behaviour-led solutions and learned how design choices can meaningfully influence motivation, trust, and long-term engagement.
Going forward, I would like to continue refining the ecosystem with real-world testing and iteration to better support diverse user experiences over time.
This project strengthened my ability to design for complex health contexts with empathy, clarity, and system thinking. I gained deeper experience working with assumptions, prioritisation, and behaviour-led solutions and learned how design choices can meaningfully influence motivation, trust, and long-term engagement.
Going forward, I would like to continue refining the ecosystem with real-world testing and iteration to better support diverse user experiences over time.
What begins as a wellness app becomes a movement in women’s digital care.
What begins as a wellness app becomes a movement in women’s digital care.
What begins as a wellness app becomes a movement in women’s digital care.
Designed with empathy. Built for scale.
Designed with empathy. Built for scale.
Designed with empathy. Built for scale.
