As the sole designer for a women’s health tracking app, I was responsible not just for the product’s UX but also for shaping its business strategy. The key question I had to answer was:

"Why would someone pay for a period tracking app?"

With numerous free apps available, differentiation was critical. The challenge wasn’t just about tracking periods—it was about delivering real value. What did users truly need?

Applying the 5 Whys Framework

To uncover the root problem, I applied the 5 Whys method:

1. Observation: "150,000+ people search for a period tracking app every month" (based on App Store impressions).
   Why? → They want to know when their next period is.

2. Why? → Because periods require lifestyle adjustments.

3. Why? → Hormonal changes lead to PMS, mood swings, and pain, causing frustration.

4. Why? → They want to be prepared.

5. Why? → Ultimately, they want to understand their body better.

Insights & Product Decisions

The real pain point wasn’t just period tracking—it was a lack of understanding of hormonal changes. Many women experience symptoms without knowing why, making it harder to manage daily life.

To address this, we introduced:

• Daily health tips based on hormonal fluctuations.

• Mood predictions help users plan ahead.

Impact on Monetization

For marketing, the most effective paywall messaging was:

• "Know your hormones, know you."

• "Be prepared."

By deeply understanding user pain points, we not only built a better product but also improved awareness and revenue.