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

40

Healthcare Products

660M

Users Worldwide

22

FDA Clearances

40+

Clinical Trials

11

Innovation Awards

Research
Design
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.

Accessible

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

Modern

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

Tailored

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

Engaged

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

Oncology

Pelvic Floor Health

Reproductive Health

Sexual Wellness

Urinary Health

Vaginal Health

Uterine Health

Womens Wellness

Breast Health

Chronic Conditions

Cardiovascular

Fertility

General Health

Hormone Health

Maternal Health

Menopause

Menstruation

Product Types

Biotech

Consumer Digital Product

CPG

Diagnostics

Digital Health

Educational Platform

Healthcare Software

Medical Device

Medical Procedure

Supplements

Telehealth

Therapeutic Drug

Regulated Devices

SaMD

DTx

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

Breakthrough Alliance challenge - Honorable mention
DeepLook Medical
2023
Top Women's Health Companies Driving Innovation
Elektra
2023
Best Presenting Company at European Healthtech Investment Forum
Prosoma
2023
Silver Stevie Award Winner - American Business Awards
BB Imaging
2023
Woman's Way Award "Business to Watch"
BB Imaging
2023
NIH Rapid Acceleration of Diagnostics Technology Maternal Health challenge
Armor Medical
2023
Selected Google for Startups - Growth Academy
Embie
2023
Deep Dive Winner NIH RADx Tech Maternal Health Challenge
Armor Medical
2023
$100 M Momentum Award to Accelerate Health Care Solutions for Women
Jhpiego
2022
Recipient of McMaster Seed Fund
AIMA Laboratories
2022
Product of the Year finalist
Neopenda
2019

Trusted by top health companies

What our FemTech Partners Think

Unicorn

"We had the absolute pleasure of working with Guidea on UX designs for our healthtech solution, as part of the Femovate programme. From the beginning, the process has been easy, straightforward and enjoyable. Theresa and Karin were incredibly supportive and highly professional at every stage of the partnership. We had a number of pivots in what we needed and they patiently guided us through this, helping us pin down our product strategy, UX design for key workflows, and design kits. They are deeply dedicated and experienced in this sector, and I am very much looking forward to working with them further in future."

Dr. Dupe Burgess
Founder & CEO
Bloomful

Unicorn

"We have enjoyed the work we have done so far with Guidea. The team where fast to understand the complexity of stakeholder landscape our product must fit into. This understanding shows in the value that their solution to the project creates. Further has their work contributed to us staying in the lowest classification (according to the MDR) as possible. Making it possible for us to enter the marked one year faster than otherwise."

Mads Skak
Co-founder, CTO
Cacto Health

Unicorn

"Guidea has deep experience in women's health so rather than starting from zero, we were starting from shared understanding. Guidea's user interviews were powerful to deepen our understanding of a new customer segment . We believe that their help has been instrumental in the success of our newly launched product -- built by women, for women."

Amy Beckley
Founder & CEO
Proov

Unicorn

"Guidea's women's health experience is so extensive that we felt that we were talking the same language and it was fast to get started. They already understood the mindsets of our users as well as basic biological concepts."

Ellie Powers
Chief Product Officer
Proov

Unicorn

"Working with the Femovate team has been a true pleasure. Professional, creative and supportive from start to finish, Kathi and Karin provided us with precious insights: they understood our needs and provided the right guidance with our UX, storyboard and test scripts. We now know who to reach out to for our short and long term needs!"

Farah Dehmouni
CEO
Iameno

Unicorn

"Partnering with Guidea via our participation in their Femovate program has already made a noticeable difference in our Care Squads program. We’ve implemented their U/X design suggestions and can see the positive impact in how our members are connecting and engaging more smoothly. While the program is still ongoing, and we’re eager to see the full results, it’s clear that their insights are making a meaningful difference. Their dedication to our mission of health equity is evident in every step, and we’re excited to continue working together to support the women in our community."

Ashlee Wisdom, MPH
CEO
Health in Her Hue

Unicorn

"Partnering with Guidea has been a pleasure and has driven my team to take a deeper look into our metrics and user behavior, ultimately unlocking additional engagement and revenue. We've also discovered new opportunities to truly delight our moms (users) across our software. Two standout achievements I want to highlight are our improved onboarding process, expertly led by Theresa, who facilitated a seamless new flow, and the invaluable user surveys, led by Nikki, that guided us in crafting a more effective product roadmap based on direct feedback from our users."

Kimberly Jolasun
Founder & CEO
Villie

Unicorn

"Nikki was fantastic to work with. She really just "got" what we were trying to do, and brought an innovative, curious, and empathetic lens to the work. She was super prompt, kept the project on its timeline and helped to work within our budget restraints."

Sona Jones
Chief Marketing Officer
Partum Health

Unicorn

"Working with Theresa and her team at Guidea was a delight. They provided us with amazing user insight and design to improve very complex workflows in our software. I would highly recommend them to any UX/UI design for digital health products."

Shadi Saberi
Founder & CTO
iSono

Unicorn

"Guidea's team are amazing in helping companies navigate the complex world of UX, they really bring in a new perspective and provide expertise at the highest level. Theresa is brilliant in her field and a true pleasure to work with. Even with an existing UX team, I highly recommend working with Guidea, as they will always find new ways to improve any project and help implement vast changes for the end users. Thank you for your work with Prosoma."

Emanuela Kufel
Co-founder
Prosoma

Unicorn

"The expertise, experience, guidance, and final product provided by the Guidea team is an invaluable resource for any FemTech, women's health, or medical company looking to enhance their UI experience. Theresa and her team is knowledgable, organized, and offers a dynamic thought process that was enlightening, enjoyable, and gives any company a competitive edge in the industry."

Susan Stover
Director of Marketing and Sales
HyIvy

Unicorn

"We keep pinching ourselves when we think about how fortunate we were to have won a FEMOVATE 2023 sponsorship. The experience of working with Theresa and her team at Guidea has been an absolute dream. They brought a genuine curiosity about the function of our perinatal patient safety software/the experience of our end users together with a deep commitment to elevating the design aesthetics and user experience of our platform. The Guidea team is organized, creative, collaborative, and FUN. We have benefitted immensely from their expertise in data visualization and user-centered design and would be thrilled to work with them again!"

Steve Porter, MD, MBA
CEO
riskLD

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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