Overview
Fertilova is a fertility planning app that helps couples understand and manage their reproductive health. It combines tracking, expert support and AI insight to make the journey clearer and less stressful.
Awarded Best Final Project, Binar Academy × Kampus Merdeka Batch 7.
Process
Five stages — empathise, define, ideate, prototype, test — each with an explicit deliverable so the team always knew what “done” looked like for the phase they were in.
Findings
Interviews and survey work produced four recurring themes, and none of them were about tracking.
The second line is the one the product is built on. Fertility apps are usually built for one person; the partner has nowhere to stand. Fertilova gives both people a daily mission and a shared score, which turns a private anxiety into something a couple does together.
Information architecture
Home carries doctor consultation, medical services, the daily mission, a checklist and an AI chat. Daily Mission expands into statistics, social ranking, streak and mission — the loop that brings people back.
Low fidelity
Design system
Lato throughout, Vuesax icons, and a four-colour palette: Medium Blue Violet as primary, Eerie Black and Snow White for structure, Sunglow reserved for the one thing on screen you are meant to act on.
High fidelity
The interface is built around a shared daily mission: a progress ring, a time remaining counter, a streak, and a weekly points chart both partners can see. Ranking sits on the home screen because the competitive element is what sustains the habit.
Brand
The mark is a heart held inside two wings — soft enough for a sensitive category, distinct enough to hold up at app-icon size against the rest of a home screen.
Companion website
A marketing site to reach couples before they ever download anything. It leads with the thing the research kept surfacing — fertility isn’t a solo clinical procedure, it’s a shared journey — then explains the product in four plain steps: sync up, mission launch, nurture, thrive.
Credits
Design team: Dea Novela, Muhammad Mursyid, Intan Firdausi, Joe Hamdi.
