Annovera Reminder Tool
Client: TxMD (McCann New York)
Industry: Women’s Health
Timeline: May 2020 - August 2020
TxMD, a women’s health company, hired us to design a tool for their annual birth control ring.
My Role
I worked as the lead Product designer within a small team consisting of a UX researchers and producers. My main deliverables were:
Competitive research - Information Architecture - Wireframing - UI Design - User Testing
The Challenge
Annovera is TxMD’s annual birth control ring. The market differentiator is that it doesn’t require a procedure like other rings and requires a refill only once a year. Due to the prescription being filled annually, there is no way to easily track when it is time to insert and remove your ring. We were tasked with finding the best way to provide this service to their users.
The Discovery
As Annovera is an established brand within the agency, we were already familiar with the demographics and key personas. The first question we then tackled was what type of tool was actually best for our users, a website feature or an app. To do this we did a competitive analysis of other birth control brand’s and reminder tools for the industry. We looked at many brands and tools including Nuva Ring, myPill, Planned Parenthood, Spot On, and Flo.
After analysis we decided that a reminder tool app would be most beneficial to their users as these were much easier to use and allowed for alerts in one easy place rather than relying on email or print. From there, we mapped out the key features (tracker, calendar, how to use, FAQs, settings) and information architecture of the app.
The Design
Once we had our features and IA in place, we began designing the layout for each frame. With the brand guidelines in mind, I used the key color pairings for each different feature with the signature bordering. I also injected the “unapologetic” attitude of the brand through font styling, copy (including notifications), and animations. I worked through layouts in mid-fidelity wireframes and prototypes for round 1 and then high-fidelity for final approval and user testing. Link to Prototype
The User Testing
Once the designs were approved by the client, we used the prototype for user testing. We tested with 10 McCann employees, all women between 21-36 years of age. While the majority of feedback was positive, we also received great feedback and suggestions that allowed us to make small adjustments before development. These adjustments included switching the color scheme for calendar and FAQs because the women preferred the orange and yellow pairing, and updates to navigation and functionality with additional CTAs and copy.
The Development
Once user testing was complete, I worked with our UX architect on the Functional Specifications document outlining all functionality, interactions, animations, and user stories. Throughout the development phase we worked closely with our production vendor to make sure everything was developed to spec and to make adjustments in designs to fit the evolving logic.
The Final App
The app was officially launched in Fall 2020 and is currently live on the App Store and Google Play. The app features tracking tools, product information in how to use and FAQs, animations showing instructions and playing on the squishiness of the product, and a surprise option to set the tone of the notifications you receive as either generic, discreet, or unapologetic. As of today it is a top rated reminder tool and the top click in socials and web for TxMD.