CLUE
Integrating a Subscription Feature to an Existing Period App
Background
Clue is a “scientific and straightforward...period app that teaches you about your body.” With 12 millions users and counting, Clue tracks your personal patterns like: birth control, cramps, emotions, skin, hair, sleep, sex, pain, moods, cervical fluid, etc. The female led team at Clue takes privacy of this sensitive data seriously.
Challenge
To attract new users and increase loyalty and convenience in current users by adding a new feature: a period product subscription feature.
ProcessEmpathy > Define > Design > Prototype > Test > Iterate > Reflect
Clue is a “scientific and straightforward...period app that teaches you about your body.” With 12 millions users and counting, Clue tracks your personal patterns like: birth control, cramps, emotions, skin, hair, sleep, sex, pain, moods, cervical fluid, etc. The female led team at Clue takes privacy of this sensitive data seriously.
Challenge
To attract new users and increase loyalty and convenience in current users by adding a new feature: a period product subscription feature.
ProcessEmpathy > Define > Design > Prototype > Test > Iterate > Reflect
Role
UX / UI Designer
Interaction Designer
UX Researcher
Tools
Figma
Adobe Photoshop
Maze
Zoom
Duration
80 hours
UX / UI Designer
Interaction Designer
UX Researcher
Tools
Figma
Adobe Photoshop
Maze
Zoom
Duration
80 hours
1. EMPATHY
Main research goal here is to see if the assumption that users would value a product subscription feature being added to their period tracking app
Objectives
- To understand why people use period apps
- To understand what features people use the most on a period app
- To understand what additional functions would be useful to have
- To understand how period apps fit into user routines
Process
- Competitive Analysis
- User Interviews with Contextual Inquiry
Competitive Analysis
To gain insight into the market, I took a look at some other most used period apps understand what features they have integrated into their designs and see strengths and weaknesses.
Overarching ideas that worked:
Offering ways to connect users to other mobile apps for convenience, socialization or information. I.e. offering to set up notifications that link to your Google Calendar for when you are about ovulate or linking to articles to read and share.
Offering ways to connect users to other mobile apps for convenience, socialization or information. I.e. offering to set up notifications that link to your Google Calendar for when you are about ovulate or linking to articles to read and share.
Less than appealing issues:
With many of these are the busy pop ups, hectic design and aggressive advertising or pushing of product that makes the experience feel chaotic and intrusive.
With many of these are the busy pop ups, hectic design and aggressive advertising or pushing of product that makes the experience feel chaotic and intrusive.
User Interviews
+ Contextual Inquiry
I conducted user interviews with period app users on their general patterns and needs. Then I had them go through Clue and 3 competitive apps to give me their insight on what was or was not working for them.
- Method: combo of in person, remote via Zoom
- Participants: 8
- Age: 24-34 years
Findings
- Users were interested in the app collecting as much of their health needs / information all in one place as long it felt unobtrusive and data safe
- Users liked functions that made their life easier period product subscriptions like customizable notification
Findings
- Users are interested in an app carrying them though all the stages of their period, fertility and eventually pregnancy
- Users are looking for clear navigation, uncluttered interface with cycle + chance of pregnancy upfront
