We are the FemTech Product Design Agency

Our team is proud to lead the industry, partnering with FemTech companies to design innovative products and services that champion women's health and well being.

A mother holding a baby drinking a bottle
An expecting mother receiving an ultrasound


Healthcare Products


Users Worldwide


FDA Clearances


Clinical Trials


Innovation Awards

Breakthrough FemTech Products

We’re a women-owned, women-led UX consultancy with extensive research and design expertise in regulated medical devices, virtual clinics, SaMD, wearables, population health insights, health-related data, digital therapeutics, and healthcare software. Since 2005 we’ve led research and design for 100+ startups (including 8 unicorns) with a combined valuation of over $30 billion. Our team is passionate about FemTech health products and energized to help entrepreneurs further technology innovation that will improve and support women’s health.

Launched by Guidea in 2022, the Femovate program has gifted $1.5 million to FemTech innovation through its UX design sponsorship program, and elevates promising FemTech startups by giving them the same kind of services that Guidea provides to the top Fortune 100 companies.

Open Applications

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Femovate News

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Femovate Gallery

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Opportunities for FemTech Innovation

Women have unique health and wellness needs that are often overlooked or underserved by traditional solutions. As the world becomes ever more aware of the need to support women, FemTech teams have a great opportunity to create more effective solutions. Exceptional design is the key to innovative products and services that truly address women’s health and wellness.


Enhance access and affordability of women’s healthcare by using design to optimize digital platforms, telehealth, and digital therapeutics


Leverage the potential of personalized medicine and biotechnology with cutting-edge FemTech products, services, and design innovations


Address stigma and empower women with Guidea’s proven research methods and design principles


Facilitate user engagement with intuitive, attractive, and discreet designs for digital health devices and smart products

Our Focus Areas

Guidea has worked with top biopharma, life sciences, medical device, and healthcare organizations for the last decade to bring highly successful digital health, MedTech and HealthTech solutions to market. Our healthcare product designs are now in the hands of 660M patients, consumers, providers, and payers across the globe.

FemTech Verticals

Mental Health


Pelvic Floor Health

Reproductive Health

Sexual Wellness

Urinary Health

Vaginal Health

Uterine Health

Womens Wellness

Breast Health

Chronic Conditions



General Health

Hormone Health

Maternal Health



Product Types


Consumer Digital Product



Digital Health

Educational Platform

Healthcare Software

Medical Device

Medical Procedure



Therapeutic Drug

Regulated Devices



FemTech, HealthTech & SaMD Expertise

Founder demonstrating medical device, patient app, connected device, SaMD and clinical provider portal for remote therapy monitoring with FDA clearance, a clinically validated product for pelvic health and sexual health

FDA Approved SaMD

3-in-1 System for HyIvy

Elderly woman using mobile app. Cosm is a healthtech platform for patients and providers for pelvic health, including custom pessary design and patient monitoring.

Gynecological Platforms

Patient UX for Cosm

Doctor speaking to patient on virtual appointment, new medical technology 2024, Integrated telehealth solution for health care providers, real time vital sign monitoring, predictive analytics powered by artificial intelligence

Clinical Decision Support

AR Interface, Under NDA

Woman jogging outdoors. Welldoc Bluestar is a clinically validated, SaMD, insurance reimbursable patient app for chronic conditions including diabetes.

Digital Therapeutics

UX research & design

Ultrasound image of fetus on screen, in vitro diagnostics design, in vitro diagnostics design agency, Maternal health research, educational women’s wellness app, learning platform

Global Maternal Health

UX Research for Oxford Medical

Woman holding newborn baby, Maternal and infant health innovation for developing countries, medical device, healthtech for midwives, birthing attendants, nurses and physicians

Healthcare Software

Labor & Delivery App for Jhpiego

Screening and diagnostic tools for women’s hormonal health, startup connect devices, SaMD

Hormone Monitoring

Regulated medical device for Eli

New mother holding newborn in hospital bed, Maternal and cardio health monitoring SaMD for proactively detecting postpartum hemorrhage and reducing maternal morbidity

MedTech Wearables

Monitoring app for Armor Medical

Young woman using computer in examination room, Service design for local and telehealth women’s health provider, women’s health, female health focus for gynecology and mental health care

Patient Onboarding

GenZ Optimized Experience

Chart showing relative ease of use of solutions for Healthtech, SaaS platform for risk assessment and patient health outcomes

Population Health using AI & ML

MVP for ClosedLoop.ai

Artificial Intelligence powered imaging tool for breast health, tools for radiologists, breast imaging for dense breast tissue

Radiology & Imaging

HealthTech for DeepLook Medical

Young woman on colorful background, Period pain and menstrual health tech wearable, pain management delivered bioelectrical massage

Regulated Medical Device

Digital design for NuroKor

Doctor showing results to patient on a tablet, Diagnostic tool for endometriosis, screening tool for pelvic health and pelvic pain, clinically validated screening product

Screening & Diagnostics

Patient experience for AIMA

Doctor showing tablet to mother and child, FDA approved, deNovo classification diagnostic application for clinicians, mobile app

Software as a Medical Device (SaMD)

HFE Validation for FDA

Infant with monitoring headband, digital medical design, new health technology, medical technical, Infant health wearable, clinically validated VSM product for infant and maternal health, developing countries medtech

Vital Sign Monitoring

Prototyping and FDA testing for Neopenda

View All Solutions
Betty's Co wins TechFuel pitch competition

Award Winning Partnerships

Deep Dive Winner NIH RADx Tech Maternal Health Challenge
Armor Medical
Selected Google for Startups - Growth Academy
NIH Rapid Acceleration of Diagnostics Technology Maternal Health challenge
Armor Medical
Woman's Way Award "Business to Watch"
BB Imaging
Silver Stevie Award Winner - American Business Awards
BB Imaging
Best Presenting Company at European Healthtech Investment Forum
Top Women's Health Companies Driving Innovation
Breakthrough Alliance challenge - Honorable mention
DeepLook Medical
Recipient of McMaster Seed Fund
AIMA Laboratories
$100 M Momentum Award to Accelerate Health Care Solutions for Women
Product of the Year finalist

Trusted by top health companies

What our FemTech Partners Think


"Guidea did a wonderful job at really listening to what we were looking for. They made sure that whatever they designed was actually applicable and met our needs."

Sona Shah


"Theresa and her team have such vast knowledge and understanding for ux and design. They really cater to your needs, stage of growth and needs (which are ever changing as a startup). They've been a pleasure to work with."

Ravid Israel


"Our Guidea team led our new design team through a thoughtful and insightful process - grounded in user research, guided by their deep and relevant experience, and reflecting our vision for the app. Guidea really delivered above our expectations."

Susan Cotton
Co-Founder, Chair


"Eli has worked with Guidea now for several months on the user experience of our mobile app, which is one component of our hormone monitoring system. Beyond providing extensive knowledge on best practices for designing the UX medical devices with a paired mobile app, Guidea investigated what objectives we wanted our users to achieve and created lo-fi and hi-fi wireframes to test with users and guide the requirements for our software developers."

Sarah Moug
Product Manager
Eli Health


"From day one working with Theresa and her team it has been an immersive and enlightening experience. The team are highly experienced, knowledgeable, and supportive throughout, bringing new perspectives to the product strategy, ux research, and overall UI design."

Helen Grimshaw
Peli Health


"Working with Guidea has been so amazing. With their expertise, we feel we can create a product of high quality! Additionally, we feel supported and truly started to understand what UX design means, which will be of enormous help for future projects. Their experience has given us insights that we could not easily find elsewhere! The workshops are always productive and appreciated, with feelings of inspiration."

Margarita Koleva
Product Owner


"Guidea has a team of dedicated designers and researchers who have a deep understanding of the unique challenges and requirements of the MedTech industry. I was thoroughly impressed with the knowledge and experience they bring to the table. For a small startup like us, working with Guidea was a real eye opener! They took the time to understand our business and user needs and worked collaboratively with us to develop a customized solution that addressed our specific challenges. Thank you Guidea!"

Olga Golab
Product Owner


"Working with Guidea was amazing, from the first moment to the last they really got us. Their advice and knowledge is second to none. We will absolutely be using them in the future."

Gordon Mullins
Mindful IVF


"Guidea has been fantastic. They have gone above and beyond to help us build a phenomenal product that users love and their medtech expertise has been invaluable. As a femtech company dedicated to clinical robustness, Guidea has been equally committed to basing their UX designs off of patient research to help us build a product of efficacy. I absolutely recommend them to medtech and femtech companies."

Emily Maginn
Founder & CEO
Exo Technologies


"Working with Theresa and the team from Guidea was an amazing experience. They helped us with amazing updates to our UX and allow the true value of our assessment show through. They did an amazing job with the visual design as well for legibility as well! Thank you so much! We cannot wait to launch the new and improved app!"

Ashley Florestal


"I have had the pleasure of working with Guidea through some support we won that was provided by them - it's been a massive and hugely positive experience for us."

Nadine Pfeifer


Theresa Neil and her team at Guidea are outstanding partners. The Guidea team brought their considerable experience in FemTech and MedTech to help us design our patient monitor UI. Their approach to design is creative, strategic, and centered around our users. They also went out of their way to point us to additional opportunities in their network to help us grow our brand and business. I highly recommend partnering with Guidea for their exceptional service and UX design!

Kelsey Mayo
CoFounder & CEO
Armor Medical

Strategic Product Design for FemTech Solutions

Our proven design methodology, Strategic Product Design, has been developed over 18 years in partnership with every size of company, from seed-stage startups to Fortune 100 enterprise organizations. Strategic Product Design is the fastest, most effective way to create designs that deliver measurable results for FemTech product teams.

Eli product and app
Bettys patient rooms
Eli product and app

Let's get started

Whether you're a seed-stage startup looking to improve your UX design or an enterprise organization seeking higher adoption and retention, we've got the experience to help you succeed. Meet with us and discuss your business and product goals.

Tell us about your project and we’ll be in touch soon.
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or send us an email at hello@guidea.com