Can we help women feel more in control of their cycles and health everyday of the month?
Syncing with cycles
April 2020 - September 2020
SYNCING WITH CYCLES
Can we help women feel more in control of their cycles and health everyday of the month?
April 2020 - September 2020
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Role | UX & UI Designer, Illustrator, Brand Designer, UX Researcher
Team | Founder, Co-founder, Tech lead
Company | FemCy
Outcome | User Research | UI kit with custom illustrations and icons | High fidelity IOS and Android screens | Usability Tests
Methods | Surveys | Directed storytelling (Interviews) | Snowball sampling | Personas | Wireframing | Information architecture | User flows | Interface Design | Usability tests
Initial Concept
FemCy as a budding startup believed that the world is not kind to women with menstrual problems. They realised that there is limited support and guidance either in society or through science aside from medication, when lifestyle changes can make a significant difference to quality of life.
The TARGET AUDIENCE
DEFINING PERSONAS
To address the diverse needs of women in India and Southeast Asia, I categorised the target audience into four key personas based on age and lifestyle.This segmentation allowed us to tailor our approach to address the unique concerns of each group effectively.
“One of the keys for this app to be successful was to increase user engagement by providing a useful user experience customised to each women’s goals and needs.”
The Approach
brand philosophy that is inclusive
We wanted to approach menstrual wellness holistically by touching upon different aspects of women health impacted by the cycle and not just design another period tracking app.
In order to create a positive experience my goal was to make women feel inclusive despite having different body types or different problems. Thus, it was important to depict the same through the visual style. The combination of purple and red connotes power, strength and femininity.
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The Planning stage
Defining user flow
Following the research, I designed the user flow and created UX wireframes to define the app's look and feel, as well as its information architecture. This process ensured a
seamless, intuitive experience tailored to the specific needs of our target users.
What’s up with your hormones
The ‘What to expect’ feature on the home screen motivates the user to engage with the app more. It gives them insights not just on their period pains or symptoms but provides awareness about their energy levels, mood types etc on a daily basis. It’s like your daily period astrology!
Track what you want, how you want
The user can record and track all their activities related to physical and emotional well-being. Tracking symptoms is the least used feature of many menstrual apps. Although, by regular mapping of these symptoms the app can give much better insights.
the refinement
Usability Testing
Post-creating the app screens, I created a usability test with a prototype followed by a survey. I decided to recruit the same focus group of 15 women as participants. The survey asked 2 main questions:
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Is the app engaging? How often do users see themselves using the app?
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Is the app easy to use and understand?
The results of the study were fascinating, revealing some intriguing insights. Users were highly impressed with the app's aesthetic design and user-friendly interface, finding the features to be captivating and immersive. However, while the app's overall usability was excellent, some of the more advanced features, such as insights, presented a more formidable learning curve.
“The Femcy acquisition provides women with a holistic experience, fostering a community of power users.” - Tarun Katial
the impact
The growth potential of femtech
Shortly after all the hard work done by the team, Femcy was acquired by Eve World.
“With iconography my objective was to make tracking as interactive and fun as possible and disassociate feelings of embarrassment and discomfort with them.”
The Generative research
Not just once a month app
I held a focus group with 15 women to understand their experiences and challenges with existing menstrual health apps. It was my understanding that the user engagement on most period apps used by our target audience is only twice or thrice a month. The apps were mainly used to track and feed period dates. All the other features like blogs, symptom tracking and community seemed either generic, complicated or unnecessary.
The Execution
Goal oriented onboarding
The user starts the onboarding by choosing their main goal and Femcy customises tracking, symptom, diet and body guides to fit their needs. This focused approach gives them a better chance of achieving their goals.
Daily guides
Daily guides provide insights and recommendations from the best nutrition and fitness experts customised around the user’s goals. This feature was especially designed for the premium users.
Insights and Chat
Insights better help the user understand what their body is telling them. These graphs visualise the information inputted by the user. Also when in doubt, the premium user can also chat with the top experts selected exclusively for them.
