Breaking the Stigma: Supporting BIPOC Women’s Mental Health Through Infertility (Case Study)
Role
UX/UI, Visual Design, UX Research. Slide Deck
UX/UI, Visual Design, UX Research. Slide Deck
Team
2 Designers, 2 Researchers, 1 Project Manager
2 Designers, 2 Researchers, 1 Project Manager
Design Tools
Figma, Illustrator
Figma, Illustrator
Timeline
Sept 2024 - Dec 2024
Sept 2024 - Dec 2024
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Overview
Willow is a capstone project developed in partnership with Sun Life Financial as part of the final-year 2024 Global Business & Digital Arts course at the University of Waterloo.
This app was designed to create a future where BIPOC women can find community and strength, breaking down the stigma surrounding and celebrating diverse paths to emotional wellness.
This app was designed to create a future where BIPOC women can find community and strength, breaking down the stigma surrounding and celebrating diverse paths to emotional wellness.
Problem Statement
Infertility disproportionately impacts the mental health of BIPOC women due to disadvantages caused by systemic barriers and inequalities. “The emotional stress caused by infertility may also lead to depression, anxiety, decreased quality of life, and potentially the feeling that they are “flawed as women." This dilemma, coupled with the societal expectation to have children and misconceptions perpetuated by their families, has stigmatized infertility.
Infertility disproportionately impacts the mental health of BIPOC women due to disadvantages caused by systemic barriers and inequalities. “The emotional stress caused by infertility may also lead to depression, anxiety, decreased quality of life, and potentially the feeling that they are “flawed as women." This dilemma, coupled with the societal expectation to have children and misconceptions perpetuated by their families, has stigmatized infertility.
Proposed Solution
Foster Understanding
Bridge cultural and generational divide between 1st and 2nd generation immigrants
Reduce Stigma
Breaking down harmful misconceptions and encourage others to be part of the conversation
Supportive Communities
Creating safe spaces for BIPOC women to share their stories, advice, and experiences without judgement
Research
Findings
Through secondary research and literature review, We uncovered several key barriers BIPOC women face in accessing infertility care:
Systemic inequities persist, even in regions where infertility treatment is covered by insurance. Racial and educational disparities still significantly affect who receives care (Chin et al., 2015).
A noticeable divide exists between first- and second-generation immigrant families, with cultural expectations influencing communication around fertility and care-seeking decisions.
Cultural beliefs within BIPOC communities have a strong impact on how infertility is perceived and discussed, often contributing to stigma and reduced likelihood of seeking mental health support or fertility counseling (Kirubarajan et al., 2021).
These insights emphasized the need to design a solution that is not only accessible, but also culturally responsive, empathetic, and affirming of diverse lived experiences.
Through secondary research and literature review, We uncovered several key barriers BIPOC women face in accessing infertility care:
Systemic inequities persist, even in regions where infertility treatment is covered by insurance. Racial and educational disparities still significantly affect who receives care (Chin et al., 2015).
A noticeable divide exists between first- and second-generation immigrant families, with cultural expectations influencing communication around fertility and care-seeking decisions.
Cultural beliefs within BIPOC communities have a strong impact on how infertility is perceived and discussed, often contributing to stigma and reduced likelihood of seeking mental health support or fertility counseling (Kirubarajan et al., 2021).
These insights emphasized the need to design a solution that is not only accessible, but also culturally responsive, empathetic, and affirming of diverse lived experiences.
Brainstorming: Understanding the Problem & Finding a Solution
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Persona: Meet Aleena
To communicate our concept and better empathize with our users, we created a persona named Aleena—capturing key motivations, needs, and challenges from their perspective.
Aleena is a 32-year-old woman eager to embrace motherhood, but her challenges with natural conception have led her to panic about her fertility. As a child of immigrant parents, she has been grappling not only with the possibility of infertility but also with generational differences and stigma surrounding this topic.
She wants to find a community where she can relate to other members, and get informed on infertility.
To communicate our concept and better empathize with our users, we created a persona named Aleena—capturing key motivations, needs, and challenges from their perspective.
Aleena is a 32-year-old woman eager to embrace motherhood, but her challenges with natural conception have led her to panic about her fertility. As a child of immigrant parents, she has been grappling not only with the possibility of infertility but also with generational differences and stigma surrounding this topic.
She wants to find a community where she can relate to other members, and get informed on infertility.
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User Journey Map
To better understand our users' emotional and practical needs, we created a user journey map that contrasted the experience of navigating infertility with and without the app. This helped us pinpoint key moments of stress, isolation, and confusion—especially where support and resources are typically lacking. By mapping out the journey, we uncovered ways to ease the process, offer emotional support, and streamline access to care. This research ensuded we included key features, such as curated resources, personalized guidance, and a more compassionate onboarding experience.
To better understand our users' emotional and practical needs, we created a user journey map that contrasted the experience of navigating infertility with and without the app. This helped us pinpoint key moments of stress, isolation, and confusion—especially where support and resources are typically lacking. By mapping out the journey, we uncovered ways to ease the process, offer emotional support, and streamline access to care. This research ensuded we included key features, such as curated resources, personalized guidance, and a more compassionate onboarding experience.
Visual Design
Logo
Because Willow stands for diversity and community, we felt that using abstract shapes and a vibrant colour palette would be the perfect way to visually express the brand’s inclusive and supportive nature.
Because Willow stands for diversity and community, we felt that using abstract shapes and a vibrant colour palette would be the perfect way to visually express the brand’s inclusive and supportive nature.
Mystic Grape
#481B75
Lavendar
#D6C8FC
Peach Orange
#FFCAA1
Honeydew
#C2F6B9
Orchid Pink
#FCC8EA
Soft Daffodil
#FEF8C3
Lavendar Blush
#784AFA + #FFB6E6
Peony Haze
#FFC2F5 + #FFBDBD
Sunburst
#FFEC40 + #FF4747
Pastel Meadow
#99F4B2 + #FEF8C3
ColoursWhen choosing colours we wanted to create a vibe that prioritizes emotional sensitivity and trustworthiness.
The colours we chose for Willow includes a deep purple with soft pastels to create a visual balance between strength and compassion. The rich purple evokes depth, stability, and emotional grounding, while the pastels introduce warmth, softness, andapproachability.We felt like gradients also gave the app more depth and dimension.
The colours we chose for Willow includes a deep purple with soft pastels to create a visual balance between strength and compassion. The rich purple evokes depth, stability, and emotional grounding, while the pastels introduce warmth, softness, andapproachability.We felt like gradients also gave the app more depth and dimension.
Row 1: Primary Colours
Row 2: Secondary Colours
Row 3: Gradients
Row 2: Secondary Colours
Row 3: Gradients
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Visual Design
- We take your privacy seriously
- Culturally relevant resources
- Addressing stigma concerns
- Group therapy
- Tailored to you
- Pin recources
- Change language
- Family board
Profile Icons
These profile icons were designed to offer users a welcoming and inclusive visual identity, especially for those who may not feel comfortable uploading a personal photo.
These profile icons were designed to offer users a welcoming and inclusive visual identity, especially for those who may not feel comfortable uploading a personal photo.
Key Features
We designed our product to bridge the cultural and generational divide between 1st and 2nd generation immigrants, foster understanding, and reduce stigma. We decided to focus on creating a safe and supportive community for BIPOC individuals and families, ensuring accessibility and knowledge among diverse user groups.
Feature #1
Translating
Eliminates language barriers, allowing Aleena to send resources to her family in their native tongue.
Family members will also be able to navigate through Willow in the language of their choice
Eliminates language barriers, allowing Aleena to send resources to her family in their native tongue.
Family members will also be able to navigate through Willow in the language of their choice
Feature #2
TherapyA filtering system to find therapists with necessary cultural understanding is suggested based on users’ preferences.
Whether you prefer individual, group, or partner therapy, you can confidently book sessions, knowing that the suggested therapists are qualified and culturally competent.
Whether you prefer individual, group, or partner therapy, you can confidently book sessions, knowing that the suggested therapists are qualified and culturally competent.
Feature #3
Invite Invite their family and friends to Willow
Access a private shared board in the language of their choosing
Pinning specific blog posts and resources for invited members to view.
See group therapy appointments and reminders.
Access a private shared board in the language of their choosing
Pinning specific blog posts and resources for invited members to view.
See group therapy appointments and reminders.
Feature #4
Community
Users share their stories and advice with people of similar cultures
Join safe, moderated groups
Read testimonies and forums
Users share their stories and advice with people of similar cultures
Join safe, moderated groups
Read testimonies and forums
Takeaways
