Helping millions navigate the complex journey to parenthood
Clearblue is a fertility app that connects to a Bluetooth® hormone tracker, helping individuals better understand their cycles and get pregnant faster. It’s the first and only system to track two unique hormones and deliver personalised, real-time fertility insights.
Problem
Over 45 million women globally struggle with fertility issues. Trying to conceive can be emotionally overwhelming, filled with misinformation and uncertainty. Many users lacked a clear understanding of their fertility patterns, and existing tools failed to provide personalised, easy-to-understand support.
The challenge
Translating complex hormonal data into a simple, empowering user experience
Designing for both emotional sensitivity and clinical accuracy
Ensuring Bluetooth syncing and data visualisation felt seamless and reliable
Aligning cross-functional teams (Product, Clinical, Software, Marketing, Careline) around a user-first vision
My role
As Lead UI/UX Product Designer, I was hands-on across the entire product lifecycle, leading research, design, prototyping, and handoff, while also mentoring junior designers and helping grow the company's design maturity.
What I delivered
A mobile app with personalised fertility tracking, cycle comparisons, and smart reminders
A fully reimagined onboarding and syncing experience to improve Bluetooth connection success and user trust
A new design system to ensure consistent visual and interaction patterns across the product
Continuous iteration based on user feedback, analytics, and team reviews
UX analysis of the app’s current state, with clear improvement paths and roadmap input
Impact
Background
My approach
Key insights
Design system
Onboarding & Syncing Flow
Bluetooth syncing with built-in reassurance
These onboarding screens were designed to guide users through a sensitive and unfamiliar setup with clarity and reassurance
By breaking down each step visually and interactively, we reduced user anxiety and setup errors, especially critical in a fertility context where confidence and accuracy are key.
More details
Cycle Comparison View
Visualise your cycle with clarity and confidence, track test days, symptoms, and intimacy, and compare patterns over time to better understand your fertility journey
Pattern recognition, made personal
Users can easily view and compare previous cycles, spotting trends and changes. This view supports informed conversations with doctors and reduces anxiety around irregularities.
Visualise device activity mapped to hormone cycles
A patient-friendly calendar format makes hormone data easier to explain, improving both agent communication and customer reassurance.
Smarter Tracking Starts Here
Know Your Cycle, Own Your Journey
Visual clarity around cycle status
The circular timeline with colour-coded stages gives users a quick, intuitive snapshot of where they are in their cycle, reducing cognitive load and enhancing understanding without needing to interpret text-heavy data.
Encourages user engagement and ownership
The “Add data” interface is minimal, friendly, and non-invasive, making it easy for users to track key symptoms, test days, and sexual activity, crucial for accuracy and personalisation.
