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It goes for all industries, but specifically in tech, where females are underrepresented in the websites and apps that we love and use all the time. That’s why it’s more and more important to consider the female experience when building any type of technology that women may be using.
Femtech, short for female technology, encompasses any tech that caters to women or the woman experience. Typically, femtech is seen as a sub-section of health tech, however, there are femtech apps that are growing outside of health (for example finance, agriculture, etc.).
In this growing industry, there are ways to stand out from the crowd and get your platform noticed and used by a growing customer base — not to mention loved by your customer base so they keep coming back again and again.
We all know women are chemically hard-wired with a unique set of superpowers. The list goes on about all of the different ways women are uniquely attuned by having high emotional intelligence, maternal instincts, etc.
By far and large, one of the biggest superpowers that women have is their high emotional intelligence and natural ability to empathize. This means, that in our products for women’s health, each product should be driven by empathy.
What does an empathy-driven product look like? This is a product that has empathy in these core attributes:
The UX copy has a tone of voice that talks to women in a way that is both sensitive to what they might be going through and educational (Yep, this means you can say “Haaaay girl, let’s talk about periods”, or “It’s alright that your cycle wasn’t normal this go around, let’s keep trying next go around” very bluntly in femtech apps while being educational and empathetic).
So, to be clear, a platform with empathic copy doesn’t mean you sugar-coat the problem, it means you adjust the copy as if your best girlfriend is giving you some new information. You make it have an undertone of empathy.
This means your platform has a brand that feels aligned and in tune with the platform at hand.
That’s not to say that if you’re a period platform, your app has to be all pink because you’re catering to females, it just means that your branding and imagery should be empathic toward each woman’s situation and the problem you’re aiming to solve.
Some companies use illustrations or abstract imagery as well as soft color palettes when explaining or educating on sensitive issues. Other companies use bright, neon color palettes with loud imagery to get across the point.
The takeaway here is that your branding should speak to your audience and how they like the receive information in a way that feels good to them.
One way to discover which branding speaks to them is through preliminary user interviews. So, go talk to your audience! See what they like and don’t like, and what they respond to.
The health solution you solving should be presented well and actually solve the problem that it’s meant to solve.
So, the first part of this is communication. When I use your platform, I should know that it’s going to help me solve a particular problem or issue that I’m dealing with. And the second part, is delivering on that promise.
For example, if your app claims to help aid in the journey of gestational diabetes, if I’m a user and I follow this routine, I would hope that my gestational diabetes journey is better off now that I’ve followed your advice.
Essentially, be truthful and honest in your promises and the exact actions you want your users to follow to fulfill those promises.
There are times when your solution is meant to help you understand the issue further and take that information to your doctor — and if that’s the case just say so! Users will be more likely to recommend your app and continue to come back to it if they feel like they understand the promise and it was delivered.
Treat privacy and safety with the utmost care. This goes for all health tech.
Health tech platforms often involves sensitive health data, and prioritizing data privacy and security is non-negotiable.
Especially in today’s climate where ever-changing laws and public sentiments about the boundaries and limitations of health care and accessibility can have lasting positive and negative implications for women.
Make sure your UX and UI include transparent data consent mechanisms and robust security measures to build trust with your users and stay in line with public policy. This means, make sure you explain why you’re collecting sensitive data and what it will be used for in your platform.
Design your platform to be accessible to all women, regardless of their physical abilities, age, or tech-savviness.
The definition of womanhood is in constant dialogue with inclusivity at the helm of many discussions, so consider that anyone who identifies as a female falls into this category of a female audience. This includes many members of the LGBTQ community and people who may or may not have had surgical gender operations.
In the rapidly expanding world of femtech and health tech, optimizing your user experience and interface is essential for success. By understanding your audience, practicing empathy-driven design, prioritizing personalization and security, and embracing inclusivity, you can create a products that not only stands out but also genuinely improves the lives of women around the world.
Remember, femtech is about more than just technology; it's about empowering women to take control of their health in real time at the touch of a button.
By delivering an exceptional UX and UI, you can contribute to this mission while creating a seamless source of revenue from your website or app.
Want to learn more about UI/UX design in femtech? Contact us at info@irisdesigncollaborative.com.
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