Femtech.
Design
The Product Design Playbook for Women’s Health Innovation
Learn the frameworks, strategies, and patterns I’ve developed by working directly with 65 femtech startups and the world's largest medtech, life science, insurance and digital health companies.
Expected release Q4, 2025
You're building something that matters.
Let's make sure it succeeds.
The founders reshaping women's health aren't just passionate. They're strategic. They know that breakthrough products require deep empathy and smart design, clinical rigor and user trust, mission-driven purpose and market-ready execution.I've spent my career designing products used by hundreds of millions of people. Since 2022, I’ve focused that experience on women’s health. Through Femovate, I’ve worked hands-on with 65 femtech startups and invested $2 million in design capital to help founders build solutions that women will use and healthcare systems are ready to adopt.
This playbook brings together what I’ve learned. Frameworks, strategies, and shortcuts that help mission-driven teams move faster and build smarter. From fertility to menopause, diagnostics to mental health — these are the design principles that turn good ideas into products that last.
The market is waiting, let's get women the products they deserve.
About Me
My obsession with healthcare began at WellDoc, where I had the opportunity to work with the pioneers of digital therapeutics. Inspired by the possibilities of combining behavioral science, wearable technologies and clinical rigor to deliver measurable health improvements, I shift the focus of my design consultancy to health.
To-date I've led design and validation for dozens of healthcare products touching 600M lives for companies including Johnson & Johnson, Cigna, Novo Nordisk, and award winning AI startups AmalgamRx, ClosedLoop.ai and WellDoc.
About Femovate
We launched Femovate in 2022 to accelerate the investment in, and launch of, women's health innovation. Since then we've invested $2M in design capital in 60 early-stage femtech startups. The startups, in turn, have launched 30 products, raised over $130 million from investment and grants, four have raised a Series A, and 7 have received FDA clearances.
Unicorn
“Theresa is one of the most talented, passionate and generous leaders I have ever met. The work product from the entire Femovate team has blown us away, translating our vision into a user experience that is exceptional. We feel truly blessed to have them in our corner!”
Unicorn
“Femovate helped us to focus on how patients would react to using the device, adoption, and comfort issues. [They] played a key role in defining both self-reported and objective data, which is collected and then translated into trends for display. Working with Femovate has been invaluable because they truly understand this landscape and know what’s needed to provide support.”
Unicorn
"[Femovate provided us with] great insights. Highly professional as digital health and user experience experts."
Unicorn
“We immediately clicked with the Femovate team and had an excellent experience working with them. From the start, they quickly grasped our unique product challenges and understood the next steps required to obtain feedback from radiologists on a technical level. Femovate's expertise and connections were instrumental in facilitating this highly specialized feedback process.”
Unicorn
“Femovate helped us to significantly reduce the workflow steps by 20% from what it was earlier.A mentor of mine said that the UX of a software application is like the eye to the device.Collaborating with Femovate has given us options to have a premium perspective with the product on the UX, apart from the workflow improvements”
Unicorn
“As a first-time female founder in the health tech sector, I felt empowered by Femovate. I had the service and support I needed at a crucial time in my business. I appreciated the open, receptive mentality of their team–I was confident that Femovate had the technical know-how that I needed to make the platform a successful reality”
Unicorn
“Working with Femovate has been an excellent experience. They immediately understood our product and clinical use cases, and their familiarity with medtech and women’s health made the UX process seamless. Their team helped us design our cloud-based connectivity portal, building great rapport across our organization—from engineering to commercial—to ensure everyone’s perspective was reflected in the final design.”
Unicorn
“Working with this team gave us a truly unique perspective and greater depth of information, thanks to their advanced skills in interviewing. Rather than just listing pros and cons of product features, they focused on the potential use and real-world impact. We received insights into customer thought processes—not just score cards—which helped us understand how decision makers and users actually think and choose.”
Unicorn
"Research with experts is at the core of MDisrupt. When we embarked on a redesign of the MDisrupt platform we used research with experts to inform and shape product strategy. Rebecca's UX research delivered a clear picture of both the near term user experience fixes and a future pathway to deepen our value to customers. This research was foundational to our platform redesign and our ensuing growth."
Unicorn
"The Femovate team has deep experience in women's health so rather than starting from zero, we were starting from shared understanding. (The) 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."
