Product Strategist at Uvisa
Throughout my time at the Technical University of Denmark I collaborated with many different startups to solve their business cases, and one of these stands out as the most valuable collaboration. I collaborated with a women’s health startup, Uvisa, to discover the need of a mobile app’s addition to their already existing hardware device.
The goal was to determine how the app could maximize product value, attract and retain users, and to create a sustainable business model — while aligning with regulatory, technical, and market, and financial needs.
I worked with two software engineers, a backend and a frontend developer. My role as an anthropologist and market research expert was to shift the conversation from “What features can we build for the app?” to “What is the product path that will deliver the most value, for both the users and the company?”.
The challenge was to design a feasible and user-friendly application that:
Connects with a hardware device
Offers tracking and predictive features relevant to women’s health (find out what are those features?)
Provides accessible educational content to reduce stigma
Meets technical, legal, market, and financial feasibility requirements
Firstly, a User Research was conducted:
I designed an interview questionnaire to understand the users’ habits, needs and barriers to the product the company is offering. Then I conducted interviews with the target audience and identified the product route – what the mobile app should be used for, what features are needed, and collected an overview of how these people are using current female health tracking apps to inform future decision making for the company.
Next, we needed to ensure feasibility:
To ensure that the proposed app design is feasible in every way, my team and I explored multiple strategic routes (in-house vs. partnership) for the app’s development and launch. We Recommended a phased rollout with core features at launch and additional premium features available later, ensuring that it made sense with the way the hardware device was meant to work. Then we built a financial roadmap and pricing suggestions for the development and for the app itself, making sure that the proposed strategy aligned with the company’s vision and mission.
Furthermore, the legal feasibility of the app was an essential aspect to ensure within this process. Applicable data protection regulations were considered, as well as ethical guidelines for handling sensitive user information. Disclaimers and transparency measures were also suggested, to avoid medical misrepresentation – which was something that came out of the interview process.
The final deliverable my team handed over was a comprehensive concept package including:
User insights and needs analysis
Strategic recommendations for rollout
Wireframes of the MVP
Technical and compliance considerations
The work demonstrated how a complementary mobile app could enhance the value of a medical device in the women’s health sector, improving user engagement and potentially expanding the product’s market reach — while respecting regulatory, ethical, and confidentiality boundaries.