South Bay Coders & Hera Family Planning Unveil Web App at LA Tech Week
South Bay Coders and Hera Family Planning unveiled Hera's web application during LA Tech Week, bringing the product in front of founders, operators, and investors across the Los Angeles ecosystem.
The partnership
Hera came to us with a clear product thesis and a need to get it in front of real users quickly. Family planning is a domain where trust is the product — the interface has to feel careful, private, and clinically grounded, and it has to work on the first try for someone who may be navigating a difficult moment.
That set the design constraints. Clarity over cleverness. Plain language over medical jargon. A visual identity that feels calm rather than clinical.
Why a web app first
Launching on the web let Hera reach users without an install step, iterate on the experience daily during the run-up to launch, and validate the core flows before committing to native app store distribution. It is the same sequencing we recommend to most early-stage teams: prove the experience where iteration is cheapest, then invest in the platforms that require commitment.
- 1Ship on the webNo install step between a curious visitor and the product. Reach is immediate.
- 2Iterate dailyChanges go live the same day. The experience gets tightened right up to launch.
- 3Commit to native once provenApp store distribution follows validated flows, not assumptions about them.
What launch week looked like
Demoing live is a different discipline than shipping. The build had to hold up under unfamiliar hands, on unfamiliar networks, in front of people forming an opinion in ninety seconds. We hardened the flows that mattered for the demo, trimmed anything that added friction, and made sure the first thirty seconds told the whole story.
A launch event is a usability test with an audience. Everything you were unsure about becomes obvious in the first ten minutes.
Congratulations to the Hera Family Planning team on the launch. We are proud to have built alongside them, and there is more shipping soon.