©2023-2024
Seedling*
Seedling
Timeline
2023 - 2024
Team
Co work with CEO, Content writer, Develoment team
My Role
Product Design, Brand Design, Product Strategy
About
Seedling — Your Fertility Companion App
1.3 billion people are on a fertility journey. For many, it's not just physically demanding — it's an overwhelming tangle of medications, schedules, and appointments. Seedling brings order to the chaos, so people can focus on what matters most.
What We Do
Fertility is hard enough. Managing it shouldn't be.
We built Seedling because we've seen firsthand how emotionally and logistically draining fertility treatment can be. Between injections, blood tests, and constant scheduling, it's easy to feel overwhelmed before the day even starts. Seedling pulls everything into one simple app — so you can focus on what actually matters.
Track medications
Doses, timing, and refills — all in one place, never missed.
Organise appointments
Doctor visits, scans, and follow-ups, clearly mapped out.
Stay supported
No more going it alone. Seedling keeps you grounded.
Challenge for individual
3.5 millions
People face different fertility challenge in UK.
Target user
20s - 45s
Global reach, with a particular focus on UK.
Target user
Launched MVP First
Boost our conversion rate by 20-30% with version 2.0. We'll also keep updating the app and add a subscription feature when it's time.
Problem
Initial Research
Based on 17 survey responses and 3 in-depth interviews, we found that people undergoing fertility treatments struggle to keep track of their medications, doses, and appointments — a burden that leads to missed doses, less effective treatment, and significant emotional stress.
Helpful advice & support
Often face a one-size-fits-all approach to treatment.
Organising & Keeping track with reminders
Lead to confusion or mistakes in medication or treatment
Bring everyone along for the ride
Face uncertainty and high stakes alone
Solution
iOS MVP version
For our MVP version, we've made sure user can keep track of all their daily tasks easily right off the bat. This way, they've got a handy reminder to help sort out all those complicated to-dos. We did this because we know how easy it is to get swamped by everything you've got to do. With our app, we're giving user a little extra help to make things less stressful when they kick off the fertility journey.
Research & Analytics
Primary & Competitive Research
In previous research, we got 17 detailed survey responses for main 15 questions that lead to the core experience in fertility and 3 interviews from user about 35-44 years old. Alongside this, we engaged in secondary research, which included reviewing feedback about our competitor and the product user commonly use. This approach us to build a comprehensive understanding of our users' needs.
Key Mertrics
User Insights
77%
Felt confused and lacked clear guidance at the start of their fertility journey.
62.5%
Wanted a simple way to track medications, appointments, and dosages — especially when treatment gets complex.
56%
Identified emotional strain — stress, hopelessness, and difficulty staying positive — as their biggest challenge when a treatment cycle fails.
Conclusion
Delivery
Making fertility treatments simpler to grasp, easier to manage, and more supportive
77% of users felt overwhelmed simply because they didn't know what to expect next. When the process is laid out clearly, step by step, anxiety drops. Most fear comes from uncertainty — and that's exactly what Seedling addresses.
50%
Joined online forums to seek information and peer support.
77%
Preferred connecting with others in similar situations.
50%
Already using multiple tools to track their fertility journey.
37.5% - 81.2%
Open to using digital tools to support their fertility journey.
70%
Craving real connection with others going through the same experience.
62.5%
Want a daily tool to help manage treatment and related tasks.
Warm, human guidance
Advice that feels like a friend, not a doctor.
Emotional support, built in
Tools to help users cope with the emotional weight of treatment.
Track what matters
Medications, dosages, appointments — all logged without friction.
Everything in one place
No more switching between apps. One place for the whole journey.
Community & shared experience
Connect with others, share stories, and feel less alone.
Guidance that fits you
Personalised information that speaks to what each user is facing.
Prioritisation Matrix
We focus key solutions in MVP version first
In alignment with our planned MVP release schedule, we've prioritised the development of four key solutions and two primary features.
Dive into design
Design Principles
Our design principles were grounded in user research and data — shaping every decision from layout to tone.
Emotional support
Every word and interaction is considered — nothing in the app should feel harsh, cold, or add to the user's stress.
Once action per screen
Each screen has a single, clear purpose — so users always know exactly what to do next.
Intuitive & Easy to use
Consistent patterns and familiar interactions keep the experience feeling simple, even when the subject matter isn't.
Seamlessness
Users move through the app smoothly from start to finish — no confusion, no dead ends.
Progress & Reminders
Daily Tracking
See your medications, reminders, and daily progress at a glance — so nothing gets missed.
Organisation
Medication Management
All your medications in one place, with dosage details, timing, and treatment stages clearly laid out.
Treatment Log
Medication History
Log and review your full treatment history — making it easier to track progress and inform future care.
Effortless med entry
Snap a photo to instantly capture medication details and log them into your treatment plan — no typing required.
Organised tag system
Sort medications by type, treatment phase, or custom category — so finding what you need is always quick.
Personalised reminders
Set reminders that fit your schedule and never miss a dose.
Treatment history log
Every step of your treatment is recorded and stored — giving you a clear timeline to look back on and share with your care team.
Design System
Seedling Design System
A cohesive set of components built to keep the experience clear, consistent, and calming. Every design decision — from typography to colour — was made to help users feel informed and in control, not overwhelmed.
Font Family
Inter Text
The default interface font of the system is Inter Text, suitable for both iOS & Android screen display and ensuring readability across different platforms and browsers. It’s a neutral, flexible, sans-serif typeface with various styles.
My Takeaway
CUBvn taught me that a drop-off rate is a user telling you something isn't working. The real challenge wasn't the screen — it was finding what was broken underneath it. Every decision, from hierarchy to component architecture, came back to one question: does this make it easier for the user to say yes?
Chu
0203. 2026
More to explore.
©2023-2024
Seedling*
Seedling
Timeline
2023 - 2024
Team
Co work with CEO, Content writer, Develoment team
My Role
Product Design, Brand Design, Product Strategy
About
Seedling — Your Fertility Companion App
1.3 billion people are on a fertility journey. For many, it's not just physically demanding — it's an overwhelming tangle of medications, schedules, and appointments. Seedling brings order to the chaos, so people can focus on what matters most.
What We Do
Fertility is hard enough. Managing it shouldn't be.
We built Seedling because we've seen firsthand how emotionally and logistically draining fertility treatment can be. Between injections, blood tests, and constant scheduling, it's easy to feel overwhelmed before the day even starts. Seedling pulls everything into one simple app — so you can focus on what actually matters.
Track medications
partnerships through proven legal results.
Organise appointments
partnerships through proven legal results.
Stay supported
partnerships through proven legal results.
Challenge for individual
3.5 millions
People face different fertility challenge in UK.
Target user
20s - 45s
Global reach, with a particular focus on UK.
Target user
Launched MVP First
Boost our conversion rate by 20-30% with version 2.0. We'll also keep updating the app and add a subscription feature when it's time.
Problem
Initial Research
Based on 17 survey responses and 3 in-depth interviews, we found that people undergoing fertility treatments struggle to keep track of their medications, doses, and appointments — a burden that leads to missed doses, less effective treatment, and significant emotional stress.
Helpful advice & support
partnerships through proven legal results.
Organising & Keeping track with reminders
partnerships through proven legal results.
Bring everyone along for the ride
partnerships through proven legal results.
Solution
iOS MVP version
For our MVP version, we've made sure user can keep track of all their daily tasks easily right off the bat. This way, they've got a handy reminder to help sort out all those complicated to-dos. We did this because we know how easy it is to get swamped by everything you've got to do. With our app, we're giving user a little extra help to make things less stressful when they kick off the fertility journey.
Research & Analytics
Primary & Competitive Research
In previous research, we got 17 detailed survey responses for main 15 questions that lead to the core experience in fertility and 3 interviews from user about 35-44 years old. Alongside this, we engaged in secondary research, which included reviewing feedback about our competitor and the product user commonly use. This approach us to build a comprehensive understanding of our users' needs.
Key Mertrics
User Insights
77%
Felt confused and lacked clear guidance at the start of their fertility journey.
62.5%
Wanted a simple way to track medications, appointments, and dosages — especially when treatment gets complex.
56%
Identified emotional strain — stress, hopelessness, and difficulty staying positive — as their biggest challenge when a treatment cycle fails.
Conclusion
Delivery
Making fertility treatments simpler to grasp, easier to manage, and more supportive
77% of users felt overwhelmed simply because they didn't know what to expect next. When the process is laid out clearly, step by step, anxiety drops. Most fear comes from uncertainty — and that's exactly what Seedling addresses.
50%
Joined online forums to seek information and peer support.
77%
Preferred connecting with others in similar situations.
50%
Already using multiple tools to track their fertility journey.
37.5% - 81.2%
Open to using digital tools to support their fertility journey.
70%
Craving real connection with others going through the same experience.
62.5%
Want a daily tool to help manage treatment and related tasks.
Warm, human guidance
Advice that feels like a friend, not a doctor.
Emotional support, built in
Tools to help users cope with the emotional weight of treatment.
Track what matters
Medications, dosages, appointments — all logged without friction.
Everything in one place
No more switching between apps. One place for the whole journey.
Community & shared experience
Connect with others, share stories, and feel less alone.
Guidance that fits you
Personalised information that speaks to what each user is facing.
Prioritisation Matrix
We focus key solutions in MVP version first
In alignment with our planned MVP release schedule, we've prioritised the development of four key solutions and two primary features.
Dive into design
Design Principles
Our design principles were grounded in user research and data — shaping every decision from layout to tone.
Emotional support
partnerships through proven legal results.
Once action per screen
Each screen has a single, clear purpose — so users always know exactly what to do next.
Intuitive & Easy to use
Consistent patterns and familiar interactions keep the experience feeling simple, even when the subject matter isn't.
Seamlessness
Users move through the app smoothly from start to finish — no confusion, no dead ends.
Progress & Reminders
Daily Tracking
See your medications, reminders, and daily progress at a glance — so nothing gets missed.
Organisation
Medication Management
All your medications in one place, with dosage details, timing, and treatment stages clearly laid out.
Treatment Log
Medication History
Log and review your full treatment history — making it easier to track progress and inform future care.
Effortless med entry
Snap a photo to instantly capture medication details and log them into your treatment plan — no typing required.
Organised tag system
Sort medications by type, treatment phase, or custom category — so finding what you need is always quick.
Personalised reminders
Set reminders that fit your schedule and never miss a dose.
Treatment history log
Every step of your treatment is recorded and stored — giving you a clear timeline to look back on and share with your care team.
Design System
Seedling Design System
A cohesive set of components built to keep the experience clear, consistent, and calming. Every design decision — from typography to colour — was made to help users feel informed and in control, not overwhelmed.
Font Family
Inter Text
The default interface font of the system is Inter Text, suitable for both iOS & Android screen display and ensuring readability across different platforms and browsers. It’s a neutral, flexible, sans-serif typeface with various styles.
My Takeaway
CUBvn taught me that a drop-off rate is a user telling you something isn't working. The real challenge wasn't the screen — it was finding what was broken underneath it. Every decision, from hierarchy to component architecture, came back to one question: does this make it easier for the user to say yes?
Chu
0203. 2026
More to explore.
©2023-2024
Seedling*
Seedling
Timeline
2023 - 2024
Team
Co work with CEO, Content writer, Develoment team
My Role
Product Design, Brand Design, Product Strategy
About
Seedling — Your Fertility Companion App
1.3 billion people are on a fertility journey. For many, it's not just physically demanding — it's an overwhelming tangle of medications, schedules, and appointments. Seedling brings order to the chaos, so people can focus on what matters most.
What We Do
Fertility is hard enough. Managing it shouldn't be.
We built Seedling because we've seen firsthand how emotionally and logistically draining fertility treatment can be. Between injections, blood tests, and constant scheduling, it's easy to feel overwhelmed before the day even starts. Seedling pulls everything into one simple app — so you can focus on what actually matters.
Track medications
partnerships through proven legal results.
Organise appointments
partnerships through proven legal results.
Stay supported
partnerships through proven legal results.
Challenge for individual
3.5 millions
People face different fertility challenge in UK.
Target user
20s - 45s
Global reach, with a particular focus on UK.
Target user
Launched MVP First
Boost our conversion rate by 20-30% with version 2.0. We'll also keep updating the app and add a subscription feature when it's time.
Problem
Initial Research
Based on 17 survey responses and 3 in-depth interviews, we found that people undergoing fertility treatments struggle to keep track of their medications, doses, and appointments — a burden that leads to missed doses, less effective treatment, and significant emotional stress.
Helpful advice & support
partnerships through proven legal results.
Organising & Keeping track with reminders
partnerships through proven legal results.
Bring everyone along for the ride
partnerships through proven legal results.
Solution
iOS MVP version
For our MVP version, we've made sure user can keep track of all their daily tasks easily right off the bat. This way, they've got a handy reminder to help sort out all those complicated to-dos. We did this because we know how easy it is to get swamped by everything you've got to do. With our app, we're giving user a little extra help to make things less stressful when they kick off the fertility journey.
Research & Analytics
Primary & Competitive Research
In previous research, we got 17 detailed survey responses for main 15 questions that lead to the core experience in fertility and 3 interviews from user about 35-44 years old. Alongside this, we engaged in secondary research, which included reviewing feedback about our competitor and the product user commonly use. This approach us to build a comprehensive understanding of our users' needs.
Key Mertrics
User Insights
77%
Felt confused and lacked clear guidance at the start of their fertility journey.
62.5%
Wanted a simple way to track medications, appointments, and dosages — especially when treatment gets complex.
56%
Identified emotional strain — stress, hopelessness, and difficulty staying positive — as their biggest challenge when a treatment cycle fails.
Conclusion
Delivery
Making fertility treatments simpler to grasp, easier to manage, and more supportive
77% of users felt overwhelmed simply because they didn't know what to expect next. When the process is laid out clearly, step by step, anxiety drops. Most fear comes from uncertainty — and that's exactly what Seedling addresses.
50%
Joined online forums to seek information and peer support.
77%
Preferred connecting with others in similar situations.
50%
Already using multiple tools to track their fertility journey.
37.5% - 81.2%
Open to using digital tools to support their fertility journey.
70%
Craving real connection with others going through the same experience.
62.5%
Want a daily tool to help manage treatment and related tasks.
Warm, human guidance
Advice that feels like a friend, not a doctor.
Emotional support, built in
Tools to help users cope with the emotional weight of treatment.
Track what matters
Medications, dosages, appointments — all logged without friction.
Everything in one place
No more switching between apps. One place for the whole journey.
Community & shared experience
Connect with others, share stories, and feel less alone.
Guidance that fits you
Personalised information that speaks to what each user is facing.
Prioritisation Matrix
We focus key solutions in MVP version first
In alignment with our planned MVP release schedule, we've prioritised the development of four key solutions and two primary features.
Dive into design
Design Principles
Our design principles were grounded in user research and data — shaping every decision from layout to tone.
Emotional support
partnerships through proven legal results.
Once action per screen
Each screen has a single, clear purpose — so users always know exactly what to do next.
Intuitive & Easy to use
Consistent patterns and familiar interactions keep the experience feeling simple, even when the subject matter isn't.
Seamlessness
Users move through the app smoothly from start to finish — no confusion, no dead ends.
Progress & Reminders
Daily Tracking
See your medications, reminders, and daily progress at a glance — so nothing gets missed.
Organisation
Medication Management
All your medications in one place, with dosage details, timing, and treatment stages clearly laid out.
Treatment Log
Medication History
Log and review your full treatment history — making it easier to track progress and inform future care.
Effortless med entry
Snap a photo to instantly capture medication details and log them into your treatment plan — no typing required.
Organised tag system
Sort medications by type, treatment phase, or custom category — so finding what you need is always quick.
Personalised reminders
Set reminders that fit your schedule and never miss a dose.
Treatment history log
Every step of your treatment is recorded and stored — giving you a clear timeline to look back on and share with your care team.
Design System
Seedling Design System
A cohesive set of components built to keep the experience clear, consistent, and calming. Every design decision — from typography to colour — was made to help users feel informed and in control, not overwhelmed.
Font Family
Inter Text
The default interface font of the system is Inter Text, suitable for both iOS & Android screen display and ensuring readability across different platforms and browsers. It’s a neutral, flexible, sans-serif typeface with various styles.
My Takeaway
CUBvn taught me that a drop-off rate is a user telling you something isn't working. The real challenge wasn't the screen — it was finding what was broken underneath it. Every decision, from hierarchy to component architecture, came back to one question: does this make it easier for the user to say yes?
Chu
0203. 2026