Designing for life's most important journey

Millions of women try to conceive each year. Some will succeed easily, others will take years or may find it to be impossible. YML partnered with babyMed, one of the world’s top fertility and pregnancy sites, to create Obie — an app to help women (and their partners) manage their fertility and get pregnant.

  • 15min
    Average time women spend with ObGyn a year
  • 1 in 8
    Couples are affected 
by infertility in the US
  • 52%
    Of women never discuss family planning with their ObGyn

Closing the knowledge gap around fertility

Doctors rarely take the time to go into the nuances around fertility. With merely 15 minutes spent at an ObGyn a year, very few women know enough around topics like fertility, conception and sex health. This knowledge gap and lack of conversation leaves many women unprepared for the challenging journey ahead.

A first to market, holistic fertility solution

Out of meticulous user and SME research, Obie was born as the first digital product with a hyper-personalized and holistic approach. It uses the latest medical science to help women improve their fertility, track their cycle and ovulation, get pregnant and have a healthy pregnancy.

“We were so impressed by the YML team — the strong work ethic, patience and diligence.”
Elizabeth Stafford CEO of BabyMed

Crafting a custom recommendation engine

We leveraged babyMed’s data and content into a multi-faceted recommendation system that educates and supports users. The build involved collecting data from multiple data sources, validating it against medical standards and ingesting it to prepare the final recommendation solution. We married this engineering work with product strategy to define the MVP roadmap, and ultimately our vision for Obie.

Designed to scale

Fertility is a complex and at times scary subject. Our flexible, modular system was designed to make it easy for users to understand their health data at a glance, and allows the brand to scale in the future. Working with Anomaly (our sister agency), we established Obie’s brand style and personality to elevate Obie beyond a digital tool into a true companion on the fertility journey.

Driving engagement to build habits

When it comes to health, consistency is key — and reproductive health is no exception. We applied habit-forming product design principles to create an intuitive navigation and suite of easy-to-use features. The result is an experience that drives continuous, consistent engagement.

Built to safeguard privacy

Each fertility journey is incredibly personal, which is why we built privacy into the product’s DNA. Obie blends user generated insights, machine-learning algorithms, data-gathering and computation to build a detailed and secure profile that sets the foundation for the highly personalized experience. Our visual cues instill a feeling of privacy and give users peace of mind throughout.

Contextual and proactive assistance

In line with its brand pillars (mind, body, and environment) Obie is the only app in its class that uses location to send proactive updates about air quality, temperature and other conditions that may affect reproductive health and fertility — information that helps users better plan their days and activities.

Engineering the end-to-end experience

YML teams built the Obie app from scratch, along with the cloud and architecture, a machine-learning recommendation engine, a custom CMS, and an integration to sync users’ Apple HealthKit data for more comprehensive health recommendations. Our partnership transformed Obie's approach into a backend framework that iterates in sync with design — a modern, agile, empathetic approach to reproductive health.

What we did


  • Research
  • User testing
  • Product strategy
  • Brand and content strategy
  • Release management


  • UX/UI Design
  • Visual Design
  • Art Direction
  • Accessibility
  • Motion Design


  • Mobile App Development
  • Technical Architecture
  • API & CMS Development
  • Prototyping
  • Front-end + Back-end Development
  • Manual QA

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