ROAR Fertility
Peer support for fertility journeys
Client
ROAR Fertility
Role
Co-Founder and Head of Product
Duration
2 years from stealth mode to launch
Challenge
Fertility struggles are isolating, and most support out there is either an anonymous forum or a wellness app that treats fertility like a symptom to track. My co-founder went through her own fertility journey and couldn't find anything that felt real. ROAR needed to match people with others who'd actually been through it, in a way that felt safe rather than clinical.
Approach
Surveyed 40 people navigating fertility to find the real pain point: the journey is isolating, people don't know where to find support, and the whole process is overwhelming.
Analyzed the competitive landscape and found most fertility apps focus on tracking, clinical information, and meditation, not peer connection.
Ran two rounds of usability testing before launch.
Built a 6-week onboarding email sequence, branched separately for iOS and Android, to turn first-time users into habitual ones before ever asking for a subscription.
Built the entire product: FlutterFlow frontend, Firebase backend (Firestore, Cloud Functions, Auth, Storage), LiveKit for live video calls.
Solution
Designed a weighted matching algorithm that meaningfully connects people, so a match feels like a real introduction instead of a random pairing. Built daily prompts and journey story cards to give people a reason to open the app even on days they aren't matched with someone new, so the community stays active between conversations. Set pricing model with a free tier that delivers real value first, so the paywall never feels like it's exploiting a hard moment.
Results
Live on the App Store and Google Play
Navigated and resolved multiple App Store review cycles.
Design, built, and shipped as a solo product team.
Formed ROAR Fertility LLC and set up business infrastructure.