Launching a Femtech App's First Public Release

Aura Fem Health is a Singapore-based women's health platform built around perimenopause and midlife wellbeing: hormones, sleep, stress, mood, and gut health. Most femtech apps focus on period and fertility tracking instead. This product pairs a detailed root-cause health assessment with a personalized daily plan and a marketplace of vetted practitioners across functional medicine, Ayurveda, TCM, and psychology. I managed the design and development of the app's first public launch: a complete UI/UX revamp, built natively in Flutter.

ClientAura Fem Health

IndustryFemtech / Women's Health

RoleDesign & development lead: complete UI/UX overhaul, built in Flutter

Femtech

The Challenge

A wellness app aimed at women navigating perimenopause has to earn trust fast. The subject matter is personal, and mainstream healthcare often underserves it, so the interface needed to feel clinically credible without reading as cold. The product itself is unusually broad for a first release too: a multi-system health assessment, a daily-rhythm planner spanning nutrition, movement, breathwork and supplements, and a practitioner marketplace with live bookings. All of it needed to hang together as one coherent app.

Our Approach

The UI/UX was rebuilt around the assessment-to-plan-to-practitioner flow that defines the product, with the Flutter build chosen to ship a native-feeling experience on both iOS and Android from a single codebase. Visual and interaction design leaned into a warm, approachable tone, echoing the empathetic, statistics-grounded voice the brand uses elsewhere. The assessment and daily-plan screens stayed clear and low-friction throughout, since completion of that intake is what the rest of the product depends on.

The Result

The app shipped its first public release on the App Store and Google Play, giving Aura Fem Health a working, native mobile product for its target market of women aged 40 to 52 across 10+ countries. The company has continued to iterate on the app since launch as it grows.

Aura Fem Health on the App Store ↗

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