Béa Fertility: The worlds first at home fertility treatment

Expert Review | URRAs | IFU Design | Formative Research | Validation Testing 

Béa Fertility have reimagined the fertility care journey. Their clinical grade at home device is designed to make treatment accessible and affordable, while increasing chance of pregnancy by up to 50% in those under 35 over 6 cycles.

Over the past two years, We are Human have worked in close partnership with the team at Béa on their journey to launch.

Bea Fertility

One in seven families have difficulty conceiving.

While IVF treatment is a popular option, receiving treatment through the NHS is challenging and restrictive. Only 32% of the country’s IVF cycles and 6% of IUI cycles are funded by the NHS. One round of IVF treatment costs on average £5000 through private healthcare with additional costs for medications. This high cost makes it an unobtainable option for many.

Béa‘s revolutionary at-home kit, is set to disrupt the current market. With their affordable, natural and simple solution, they are putting control and intimacy back into the hands of those starting their families. 


Based on proven fertility treatment; Intracervical Insemination.

The kit is designed for individuals to perform Intracervical Insemination (ICI) from the privacy and comfort of their own home. The semen sample is collected and deposited into the applicator in a cervical cap. The user then inserts the applicator into their vagina, where the cervical cap is placed near the cervix for an hour. This increases the chances of sperm reaching the egg.

We are Human worked closely with Béa Fertility on the development, user testing and validation of the treatment kit. Our consultants conducted expert reviews to reinforce the Use Related Risk Assessment. This led to the design, creation, and testing of Instructions for Use (IFU).

Bea Fertility
Bea Fertility
Bea Fertility

User Research and Formative Testing to understand the user.

In the early stages, through Formative Research, We are Human were able to iterate and evolve the treatment kit design along with the Instructions for Use (IFU).

For both the Formative and Validation testing, we hired the viewing facilities at The Human Lab in Bristol. Molly moderated the sessions, while Claire took notes and the viewing theatre allowed Tiia from Béa to observe the users interactions and responses from behind a one way mirror. 

During the Validation testing, we asked participants to follow the instructions in the IFU. We used a cervical anatomical mannequin to demonstrate inserting the applicator into the vagina in a non intrusive, effective and safe way. 

Validating safe and effective use.

The feedback we received from the participants during the testing was invaluable in the development and design improvements of the kit. These improvements made for a clear, simple, safe, user friendly experience, reflected in the validation testing.

“It is a really cool product. IVF is really expensive, and the NHS can be difficult, causing emotional strain. This gives people another option.”

“Really cool, easy product. Simple – the design of product has hit the nail on the head.”

“Really easy to use, similar to tampon, a familiar motion”

Thanks to successful implementation of design changes and user testing the product has successfully launched and made it to market in the UK. Our team are so proud to have worked with Béa Fertility on treatment kit. A life-changing product, which will be instrumental in helping those who have been previously been unable to conceive create families of their own.

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