Obie. Your Reproductive Health Coach.

Another Anomaly IP project - there was a problem too big to ignore with an opportunity too big to resist. We teamed up with the experts at babyMed and our partners at YML to bring this one to life.

The average woman spends less than 15 minutes with her ObGyn each year, so it’s not surprising to feel left in the dark when it comes to your reproductive health. Obie is here to change that by giving you the expert support, latest science and medical knowledge accessible to everyone. Every woman deserves the best chance of a healthy natural pregnancy. Obie’s mission is to democratize special fertility care and to be a reproductive healthy coach for fertility, pre/post pregnancy and beyond. Designed by medical experts, made for everyone.

Obie’s mission is to provide every woman with access to specialist knowledge and tools, giving them the best chance of a healthy pregnancy. We aim to bring the same level of trust, expertise, and privacy you’d expect from world-class doctors, right to your phone.

From a design perspective, we came up with the perspective of Science made Human. We want to make the most advanced scientific knowledge simple to understand, inviting and actionable. Softness and curves of the human form. This is where visual science meets natural beauty. This simple, activated system harnesses complicated information to optimize every aspect of our users’ reproductive health. Everything you need is precisely laid out, and the elegance of the information shines through with considered aesthetics and color.

Role: Design Direction

Creative Team: Kevin Lyons, Garrett Chase, Elizabeth Tillemans

Production Partner: YML

Date: 2016

Awards: Jay Chiat SILVER Award 2021 in Healthcare Strategy