ROAR Fertility
Peer support for fertility journeys, from first sketch to both app stores.
Support felt clinical, or it felt anonymous.
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.
A match should feel like an introduction.
I surveyed 40 people navigating fertility. The journey is isolating, people don't know where to find support, and the whole process is overwhelming. Most fertility apps focus on tracking, clinical information, and meditation, not peer connection.
So the match is weighted. It should feel like a real introduction instead of a random pairing. Two rounds of usability testing happened before launch.
Quiet days still needed a reason to open it.
Daily prompts and journey story cards give people something to do even when they aren't matched with someone new, so the community stays active between conversations. The story gets built one piece at a time.
Pricing starts with a free tier that delivers real value first, so the paywall never feels like it's exploiting a hard moment.
It had to be a conversation, not a feed.
People can talk by message, audio, or live video. I built the product myself: FlutterFlow on the front, Firebase behind it, and LiveKit for the calls. A six-week onboarding sequence, split for iOS and Android, turns a first open into a habit before anyone is asked to subscribe.
What shipped
- Live on the App Store and Google Play.
- Multiple App Store review cycles, resolved.
- Designed, built, and shipped as a solo product team.
- ROAR Fertility LLC, and the business infrastructure around it.