Parsons School of Design
Flo is a reproductive health app having 200 million downloads worldwide and 48 million monthly active users. It provides menstruation tracking, cycle prediction, and information concerning preparation for conception, pregnancy, early motherhood and menopause.
Our vision for Flo was to introduce a new feature, such that it increases the visibility of the platform and helps generate more monetary value. We also focused on revisiting the existing features and refining them to better cater to our users.
Introduce a new feature for the application
We started by doing an audit of the app's existing features. This included analysing what works, and what doesn't work, functionally and visually and what can be improved.
Jobs To Be Done
Using the "Jobs To Be Done Framework" we focused on understanding the primary and secondary functions of the existing app. Where and how the app is used.
Looking at our competitors we were able to derive insights on what is happening in the industry.
Data is everything
We noticed that there is an abundance of data collected by most of these applications by having long questionnaires in the onboarding.
The question was- why collect so much data?
After researching, we found out that if an application is free, they primarily make money out of sharing your data. As the applications have targeted database, which is female and tech based, it is more beneficial to the advertisers.
This made us curious to explore the terms & conditions section under these apps.
Our interviews helped us get into the mind of young menstruating females, the challenges and difficulties they face, how they choose to track their periods. We noticed that most of them did indeed use an app to keep a track for the same.
Moving further into the interviews, we felt it necessary to interview Gynecologists, and get a sense of what could be important for an application meant for female reproductive well-being. We were quickly introduced to the manual ways of doing things.
From our user interviews, we understood that applications had complicated the process of tracking periods by adding tracking for countless menstrual cycle-associated factors such as mood swings, pain, sleeping patterns, intake of medication and contraceptives, sex life, vaginal discharge, food cravings and exercise. The users would want a simpler process of tracking.
The users also wanted more flexibility towards setting the reminders so that they are well informed and aware.
It was time to start ideating on what features when introduced would improve the experience of the brand.
Our idea was also to come up with a new feature which gives a sense of monetary value to the application, so that the app doesn't just bank on it's advertisers and data.
Revised User Flow