UX/UI

Dorothy, there’s no UX like home

Does the average woman have the necessary information regarding her cycle and reproductive health? Is this having an impact on their decision-making and, therefore, their lives?

The two questions listed above provide the starting point for this two-week Design Thinking assignment.

Problem statement

Women are not adequately educated on reproductive physiology and age-related changes. Frustration, anxiety, fear, and guilt resulted from this misunderstanding. Women expressed the need for a reliable source of information and increased visibility on these crucial topics.

Challenge

In 2025, many women still lack adequate information about their menstrual cycles and reproductive health, impacting their decision-making and well-being. The key challenge was to:

  • Address the gaps in knowledge around reproductive physiology.

  • Break the stigma surrounding discussions about women's health.

  • Provide a trustworthy, engaging platform where women can find information, support, and community.

Research & Discover

  • Conducted 150 surveys, 8 in-depth interviews, and a focus group with women aged 29 to 43. This allowed me to identify a widespread dissatisfaction with the current education on reproductive health.

  • Key insights included the need for reliable information sources and a desire for visibility and open dialogue about reproductive topics.

  • Developed user personas and identified five archetypes, with a focus on two, based on common pain points and frustrations such as anxiety, lack of trustworthy information, and social pressure.

Problem Definition

Throughout all the interactions, testimonies were repeated emphasizing the lack of information, the feeling of being part of a business, and the absence of reliable, trusted sources.

Therefore, I identified the insights that would later serve as the basis of key solutions:
Insight #1 / It is essential to have a reliable source of information.
Insight #2 / There is a need for greater visibility and awareness.

To address this new challenge, I identify the essential core of my solution:

  • Women need a safe space to feel understood and supported.

  • Visibility and awareness are essential.

  • The most important thing is to provide and facilitate a channel of information that is reliable, truthful, and verified.

And that’s where Dorothy comes in… But what is Dorothy? Dorothy is a circular learning model that combines technology, education, and collaborative physical spaces.

The goal of Dorothy is to facilitate access to and ease of understanding of information and knowledge about one’s body, health, and well-being for all women.

👩🏻‍🦰 Why Dorothy?

Dorothy, the main character of The Wizard of Oz, perfectly embodies the spirit of a safe place we strive to achieve with her iconic phrase there’s no place like home.