Unveiling the lessons of the femtech revolution

Shada Azodi, research director, Bold Insight outlines why femtech should be investing more into user experience research.

In recent years, the rapid growth and adoption of femtech – digital technologies and innovations specifically targeted at addressing women’s health and wellness needs – has not only revolutionised women's healthcare but has shed light on the importance of accessibility and digital inclusion. 

In the digital context, accessibility refers to the design and development of products, services, and technology that can be used and understood by people with a wide range of abilities and disabilities. This includes individuals with visual, hearing, motor, cognitive, or neurological impairments. 

The goal of accessibility in digital design is to remove barriers that might prevent certain individuals from accessing information, participating in digital activities, and using technology effectively. For example, mobile app accessibility involves designing applications and digital content in a way that can be easily navigated by individuals who use screen readers or other assistive technologies.

Digital inclusion goes beyond accessibility and encompasses broader efforts to bridge the digital divide. It focuses on making digital technologies and online resources available and accessible to all individuals, particularly those who face socio-economic challenges or lack the necessary skills and resources to participate in the digital realm.

Femtech has played a significant role in promoting digital inclusion by addressing the specific healthcare needs of women and ensuring accessibility to vital health-related information and services. One prominent example of Femtech-related digital inclusion is the development of menstrual tracking apps, which have gained popularity among women worldwide as tools that allow them to monitor their menstrual cycles, record symptoms, and predict their menstrual periods. These apps have emerged as an essential resource for women's health management, some like health app Flo offering free versions to provide widespread access to tools that contribute to women’s overall well-being and empowerment.

Central to this progress is the role of UX (user experience) research, which plays a critical part in identifying barriers, understanding user needs, and improving accessibility. Below, I will explore the intersection of femtech, UX research, and digital inclusion, emphasising the transformative power of inclusive design and user-centric approaches.

1. Identifying barriers and unmet needs:

UX research serves as a valuable tool in uncovering the barriers that prevent individuals from accessing and fully engaging with digital platforms and services. By conducting user studies, interviews, and surveys, researchers can gain insights into the challenges faced by diverse user groups, including individuals with disabilities, seniors, and marginalised communities. 

Many of the major challenges that we still face in our society are the taboos and stigma surrounding menstrual health, reproductive issues, and sexual wellness, which can hinder open discussions and access to femtech solutions, limiting awareness and utilisation of women's healthcare products and services. Addressing cultural barriers and promoting open conversations are essential to breaking down these taboos and improving accessibility to femtech advancements.

Further, while femtech has made significant strides in promoting women's health, some solutions may still be cost-prohibitive for certain individuals, particularly those in low-income or underserved communities. Ensuring that femtech solutions are affordable and accessible to a broad range of women is crucial to achieving equitable healthcare access–and conducting interviews and surveys with users is a first step towards better understanding those barriers and thus that goal. 

2. Understanding user needs and preferences:

UX research techniques, including user interviews, usability testing, and persona development provide invaluable insights into the needs and preferences of different user groups. This understanding enables designers and developers to create intuitive, user-friendly interfaces that cater to a diverse range of abilities and experiences.

In the context of femtech, UX research has allowed designers to gain a deeper understanding of women's unique healthcare journeys, their pain points, and their desired health outcomes. This knowledge has fuelled the creation of personalised, inclusive experiences that empower women to take control of their health. 

3. Co-creation and iterative design:

Femtech companies have embraced co-creation and iterative design processes, facilitated by UX research methodologies. Co-creation methods enable female users to actively participate in discussing and defining app features and design. By involving diverse user groups in the design and development stages, femtech has been able to address their specific needs and preferences, leading to more accessible and inclusive solutions.

Iterative UX research facilitates ongoing feedback loops, allowing designers to iterate and refine their products based on real user input. This approach ensures that throughout the design cycle, digital solutions are continually optimised for accessibility, usability, and inclusivity.

4. Testing and validation:

By conducting usability tests with diverse user groups, including those with disabilities, researchers can uncover design obstacles, evaluate the effectiveness of the user interface and ensure the functionalities align with user needs. Conducted through iterative testing cycles, usability testing optimises the app's user-friendliness and accessibility, ultimately creating a more intuitive and user-friendly experience for its target audience.

For example, recent usability testing with individuals who use screen readers revealed that some femtech apps lacked adequate labelling for interface elements, making navigation via screen reader especially challenging. Testing involving participants with diverse cultural backgrounds also highlighted instances of language inconsistencies and culturally insensitive content. 

In the context of usability testing, the validation process focuses on confirming the accuracy and reliability of the outputs or information provided by the product being tested. With femtech solutions, validation is particularly important when the app deals with health-related data or information that can significantly impact users' health decisions. By undergoing validation, the femtech solution ensures that it provides reliable and trustworthy information to its users, which in turn builds user confidence in the app's capabilities and fosters trust in its accuracy and effectiveness in supporting women's health and well-being.

UX research enables accessible and inclusive product design for femtech

UX research is vital to the implementation of inclusive features and enhanced, accessible user experiences. By applying user-centric methodologies, UX researchers have helped identify barriers, understand user needs, and foster iterative design processes that lead to more inclusive solutions.

As we strive for a digitally inclusive future, integrating UX research into the design and development of digital products and services becomes paramount. By ensuring that accessibility and inclusivity are primary considerations from the outset, and by leveraging the insights gained through UX research we can design technology to truly serve all users. The lessons from the femtech revolution remind us of the transformative impact that inclusive design can have, shaping a more equitable digital landscape for all.