Elenor Riches


April 24, 2023

Top 5 UX principles and why they matter in FemTech

We focus our research methods into understanding what's happening right now with your product, service or users so you can drive decisions for future users.

When building a product or service, it’s important to have your users in mind from the outset. This is even more vital when it comes to FemTech. In this blog, we explore some of the top 5 UX principles and why they matter in FemTech.

First off, what does UX really mean?

UX refers to user experience research: it’s about understanding how different users reach and respond to products or services. A solid foundation of UX research allows companies to build interfaces and experiences that users actually understand and enjoy.

UX is important across all industries - but even more so when it comes to FemTech.

Here are the Top 5 UX Principles, according to FemTech professionals:

  1. Make an effort to really know your users: with qualitative research
  2. Be specific about the who, where & how: recognise the diversity of your users
  3. Listen to the quantitative data as well as the user’s lived experiences
  4. Less isn’t always more: UX is about going beyond simple explanations
  5. Make intentional choices to be inclusive

Making an effort to really know your users

This is the very first and most important step. You can begin even before you have a product or service to offer because this is about talking to the right people about their experiences, not necessarily about your company.

Exploring the pain points of existing similar products or services can be another helpful way to identify opportunities for improvement.  

Creating a solid understanding of your users goes beyond just who they are - by mapping out their: beliefs, desires, motivations, needs & challenges.

Then, you need to select the research method that works for you. This might be a mixture of:

  • User interviews
  • Focus groups
  • Usability testing
  • Diary studies
  • Empathy mapping
  • User journey mapping

By prioritising qualitative user research from the beginning of your project, you’re ensuring you’re meeting a specific user need. This is particularly important in FemTech, where historically the narrative around women’s health problems and solutions has been controlled by men.

Getting specific about the who, where & how

Getting to know your users is about more than good research. It’s about instilling a mindset that consistently recognises the diversity of people who use your product or service.

A good point to remember is that your most visible or accessible users are likely to be the least interesting. Even within a specific group, there are significant differences between users and their needs - which will impact how they interact with your product.

Socio-cultural factors such as age, gender, sexuality, race, ethnicity and disability can all contribute to differences in lived experience.

Listening to the quantitative data

Whilst qualitative data is valuable for deep-diving into users’ lived experiences, listening to the quantitative data can be incredibly useful. By tracking data points, you allow your product to evolve and develop as populations change.

Some examples of quantitative data points:

  • Site analytics
  • A/B testing
  • Click tracking
  • Heat maps
  • Surveys

The fact is, when it comes to FemTech - in most cases, the data simply doesn’t exist yet. Decades of women being excluded from medical research have created huge data gaps when it comes to women’s health. So, backing up your research with data points is incredibly valuable not only for your own company but the wider sector.

That’s why, here at Workie Ticket, we’re dedicated to using a % of our profit to support research projects in women’s health that would otherwise go unfunded.

Less isn’t always more: going beyond simplistic thinking

UX research pushes back against the simplicity mindset. Instead, it encourages you to think critically and always ask questions. FemTech is a particularly good example of how good UX design goes beyond simplistic thinking. By refusing to assume

So, here’s a simplistic thought:

In e-commerce, customers generally prefer a streamlined experience from landing page to checkout - with minimal text reading required.

The reality in FemTech is different:

The gender health gap means that when it comes to buying health products, women require a lot of information before they make a decision. Misinformation around women’s health education means that companies have to untangle the web of confusion around the problem before they can sell their solution effectively.

So, we can see how designing with users in mind is crucial for success in FemTech because it is a unique sector shaped by its socio-cultural history.

Being intentional about inclusivity

This principle is a trend we’re seeing across FemTech in particular - as we continue to recognise that women’s health issues don’t just affect people who identify as women, and not all women have the same experiences of health.

It’s important to avoid assumptions, especially when it comes to language and imagery. Resources like this Inclusive Language Guide for FemTech can be really beneficial for being intentional about inclusivity.

FemTech companies today face the difficult but important challenge of building a community around shared experiences, whilst recognising that these experiences are unique.

Need support with your UX research?

Check out our blog for more tips here or browse our tailored research packages here.

More resources

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UX trends in FemTech

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