CASE STUDY

Cicla

INTRO

Cicla is a real project developed during the Uxer School bootcamp in collaboration with the menstrual tracking app Cicla.

PROBLEM

Need to adapt the app for all users, whether in their early years or entering the perimenopausal and menopausal phases. We agreed with stakeholders to focus on understanding the needs of women in pre/menopausal phase.

Process

We followed a design thinking methodology and an agile approach. This helped us to discover problems and come up with creative solutions by thoroughly understanding our users’ goals, frustrations and end-task.

YEAR

2024

SERVICES

UX & prototype

MY ROLE

Product designer

TOOLS

Miró, Figma

EMPATHYZE

Desk research
Competitive Analysis
Surveys & analysis

DEFINE

Key findings
Insights generation

IDEATE

How Might We
Brainstorming
Crazy 8´s
Solution Sketch

PROTOTYPE

Hi-Fi

EMPATHYZE

Identifying opportunities

To evaluate Cicla's strengths and weaknesses, we conducted a benchmark where we analyzed functionalities and content of direct and indirect competitors.

With some of those competitors provided by Cicla, we were able to see where it was performing well and where it could be improved by tailoring some of the functionality to the target audience.

Keys:

Lack of information about menopause

Most competitors do not offer information on this phase and, those that do, do not offer it free of charge.

Direct feedback

Although almost all of them allow symptoms to be recorded during the period and also have advice sections, this advice is not specific to the symptoms recorded.

Setting reminders

Most competitors allow you to set reminders and link them to detected patterns. Cicla has none of these features.

Interviews & surveys

What would motivate users to use a menstrual cycle app during (peri)menopause?

We scheduled interviews with potential users and then launched online surveys to quantitatively validate or refute our findings. During the surveys, we not only asked about symptoms or available information, but also tested possible functions and concepts that the app could have to help other women.

In total: 5 interviews + 34 survey responses

The users emphasized the need for functionalities that help them to know the symptoms and tips on how to treat them.

Define

Key findings & insights generation

After doing the initial research we synthesized all the information gathered: Key findings from desk research and benchmarking and conclusions from interviews reinforced by survey responses.

Learning

After doing the interviews we were absolutely sure that it was a great idea to create a community where women could share their experiences. However, when we conducted the survey, we tested that idea and it was not so well received, so we had to pivot and adapt to the new findings.

Insights

There is a lot of uncertainty surrounding this phase

"It was like landing on Mars"

“When menopause is about to hit, you don't know what you're going to face”

Current applications do not meet expectations during these stages.

"It would help me to have an app that would answer my questions and give me information about symptoms."

Tips are the key

"I would like to know how to solve pain, tiredness, low mood..."

Ideation

Identifying areas of opportunity and proposing solutions

Based on the user information gathered so far, we started thinking about opportunities applicable to Cicla.

After a first conversation with stakeholders we decided to focus on information. We used ideation techniques such as: "how might we...?" or brainstorming and Crazy 8’s to focus on a final idea that would cover all the possible solutions we had in mind

How might we questions:

01 How might we offer relevant and contrasted information so that women feel more confident and prepared, in addition to knowing and identifying the symptoms (premenopause)?

02 How might we help women to feel in a safe environment, share their experiences and help each other?

03 How might we adapt the app to meet the needs of women at any stage of life??

FINDING THE GAPS

Identified opportunities

Improve welcome survey

Customized screens by life cycle

New content and FAQs section

“My plan” section

custom plan option

Notifications

Design

Integration of new functionalities in Cicla's design system

Finally, with all the information gathered and after a first meeting with the Cicla team, we developed the first prototypes based on their current design system.

For our part, we did not need to create any kind of style guide, as it was provided by the client. However, we did have to build some specific components for the new screens.

Solution

A more focused experience in the stages of the woman's life cycle

The final design presented to the client was elaborated from the conclusions drawn during the previous processes. So we updated the Welcome journey of the app and customized the landing screen according to the cycle selected in the journey.

Due to time constraints, we implemented the changes in high fidelity to ensure a timely delivery.

In detail:

01 New tab bar with direct links to symptom registration, content and customized plan page

02 Content page with life-phase and content type filters

03 Comprehensive plan page where you can see the most common symptoms, tips and favourites.

If you want to have a look at the Hi-Fi wireframes, you can view prototype in Figma

ONBOARDING Onboarding and introduction screens

MODE CHANGE Screens to customize the life stage they are in

CONTENTS & "MI PLAN" Screens showing all the contents and screen of the customized plan section

If you want to have a look at the Hi-Fi wireframes, you can view prototype in Figma

Conclusion

Future opportunities arising from the research that give continuity to the project

Providing continuous feedback to users is among Cicla's values. In addition, they told us that they would only accept monetization methods that bring value to the users (no advertising or marketing). So, we proposed:

01 Premium personalized plan service

02 Cicla Community on Facebook

Credit:

Paola Vilatela (UX/UI designer), Beatriz González (UX/UI designer), Gonzalo Cervera (UX/UI designer)