Improving logging experience for Period Tracker
Period Tracker is product that is strategically positioned to increase user engagement and thereby increase MAU of the app. It relies on users' regular logging of their periods to provide accurate predictions for their future cycles. This will make the user return to the app more often and more frequently. Through this project, we plan to simplify the period logging experience, introduce the capability of logging period flow, and capability to log periods through rich product notifications.
Objective
To improve the logging experience for the users and thereby gather accurate data regarding the user’s menstrual cycle. This will help us provide accurate predictions and summary of their cycles, thereby increasing user engagement and repeat usage.
My Role
A fellow designer handed me the project in its MVP state to improve the logging. I spent some time with him understanding the thinking and rationale behind the design decision. My next step was to conduct user testing in order to understand where the product was lacking. Together with some data analysis, this helped us pinpoint areas for improvement. Based on this, I completely reimagined the logging experience to address the current gaps and accommodate the required improvements. I designed the new logging experience, corresponding user flows, and interactions.
What is to be done?
Based on the insights from research, we plan to make the following changes:
- Simplify the period logging by completely reimagining it.
- Introduce period flow logging capabilities.
- Introduce capability to log periods directly through rich product notifications
Expected Impact
- Increase MoM period logging from 21% to 50%.
- Increase users logging through product notifications from 11% to 40%.
The Problem
To provide accurate predictions for future menstrual cycles, Period Tracker relies on users logging their periods regularly. Therefore, it is essential that users log their periods every day during their periods. However, only 21% of women log their periods today. The accuracy of predictions would be affected if periods weren't logged, making the product less valuable. This would directly impact the number of repeat users.
Insights from data
- Among all the onboarded users, 32% of user comeback to the tracker during their next cycle.
- Out of these repeat users, 65% of the users log their period (21% of total users).
- 70% of the 65% users who log, do not log their periods for more than one day, even though 90% of the total users have a period duration between 3-6 days.
- The reminder notification for logging periods has a CTR of 11%
Insights from user research
- The current logging experience involves cumbersome user navigations and very laggy response from the app
- There is a mismatch between the product expectation and user behaviour. The product expects the user to log on everyday of their periods. But users, assume it is required only on the first day
- The reminder notifications are lost among all the other notifications and goes unnoticed
- People assume that their periods is already logged after seeing the period prediction on the landing page
Learnings
The user flow to log period needs to be made much more simpler and intuitive.
User must be educated that they need to log everyday during periods.
The reminders sent on the day of periods either missed or not acted upon.
Based on these insights, and competition analysis, I brainstormed for solutions and ideal experience. The following changes were made to the product after several discussions, reviews and design iterations.
Solution Space
In order to simplify the period logging experience, the entire journey for logging was reimagined. Starting from making the user aware that period should be logged everyday of the periods to making the interactions for logging much more simpler and intuitive.
New Logging Experience
In order to simplify the logging experience for period tracker, the overall layout of the landing page was restructured and cleaned up.
Each day in the calendar has a drop below it, to log periods. With this representation, users are conveyed that they need to log their period everyday of their cycle.
The user can log periods by tapping on the new drop icon corresponding to each day. In order to delete log from a particular day, the user can tap again on the drop. This new representation and interaction helps the user to log periods directly from the landing page with minimal interactions.
Why drops?
The icon of the drop was introduced keeping in mind an upcoming feature of period flow. Along the periods, the user can also log the amount of blood flow on each day. Having a visual indicator like drop enables us to have a better representation for various levels of flow. Moreover, a drop is much more relatable visual indicator for the user than a something generic like a tick mark.
Other Scenarios
Logging from rich notification
In order to make logging much more simpler we are also introducing capability to log periods directly from the notifications without entering the app.
Micro-interactions
Cycle View Motif
Cycle view information has two state: Predicted and Logged. Predicted is state where the system predicts the current event in the users cycle based on past logging. Logged state is when the user confirms the prediction and explicitly logs their period.
Navigation in calendar
While navigating the calendar there are contextual button to jump to ‘today’ or any particular month.
Logging flow
The idea of using drop for logging was to have a club it with logging flow. Drop is a good visual indicator to represent flow. To log flow, user can tap on the drop multiple time to toggle between various flow states.
__ That’s it. Thank you for your time.