How design turned hormones into a habit-forming experience
Jun 11, 2025
Health data is overwhelming. People check once, then ghost the app.
Our goal: turn that into a daily, helpful habit.
A lot about the female body is still under-researched. And even what science does know often isn’t reaching the women it matters to.
Our goal?
Help women stay prepared—emotionally, physically, mentally.
Be aware of their mood changes
Track their most common symptoms
Understand stress levels: is today a workout day or a rest day?
Know where they are in their hormone cycle—and what to do with that
That’s why we introduced the Daily Feed.
A scrollable, personalized feed designed to increase awareness, engagement, and yes, revenue.
Auto-populated symptom logging
The most-used symptom appeared first — no tapping, no typing.
It showed up as a suggestion:
“Cramps again today?”
This small interaction reduced friction and improved logging completion rates.
Bonus: users felt seen — the app remembered them.
Streaks + joyful feedback
We introduced daily streaks to reward habit-building.
But no one wants a cold number, so we paired it with tiny celebrations:
A personalised Letter that was sent logging
Personal language: “You’ve checked in 5 days in a row!”
This added delight and turned logging into a dopamine loop.
First came HRV: stress tracking that speaks human
We started by showing HRV (Heart Rate Variability)—a proxy for stress.
But raw numbers didn’t mean much.
So we paired it with:
A daily tip based on their energy level
A visual cue: stress shown as rising or falling liquid inside a soft-colored container
It made something invisible feel real.
Then, Emotional Forecasts
Hormones come in seasons. So do emotions.
We designed a visual "emotional forecast"—like a weather app for your mood—paired with gentle illustrations and personalized suggestions.
This became a highly shared feature. It validated feelings and gave people language for how they felt.
Symptoms, community, and curiosity
We wanted users to recognize patterns in their own body:
So we showed the top symptom of the month
Clicking it showed how often they logged it, and when
We added “You’re not alone” context — e.g., “3,201 women logged this today”
That one stat made people stop, read, and reflect.
Sleep rhythm from Apple Health
We pulled sleep data directly from Apple Health and translated it into a friendly summary:
“You’ve been sleeping on time 4 days this week.”
This wasn’t just data for the sake of data — it became a signal of recovery, and helped users make sense of their mood or energy dips.
It reinforced a subtle behavior loop: better sleep = better day.
Period analysis that’s not boring
We designed period patterns to feel visual, not clinical.
Instead of a dry calendar, we used color gradients and cycles to show rhythm.
We added insights like, “Your average cycle length is 28 days,” paired with visuals that updated as they tracked.
BBT guidance for fertility tracking
For users trying to conceive, we used BBT (Basal Body Temperature) to offer timely, clear nudges:
“Your temperature is up — this might be a good time to try.”
We made this opt-in and privacy-first, and it became one of the most trusted features.
Simple cues, no jargon.
What worked
When we gave away the Daily Feed on day one, and then hid it behind a paywall, conversions jumped 25%.
Why?
Because once they experienced the value, they wanted it back.
The data became a companion, not a dashboard.
A lot about the female body is still under-researched. And even what science does know often isn’t reaching the women it matters to.
Our goal?
Help women stay prepared—emotionally, physically, mentally.
Be aware of their mood changes
Track their most common symptoms
Understand stress levels: is today a workout day or a rest day?
Know where they are in their hormone cycle—and what to do with that
That’s why we introduced the Daily Feed.
A scrollable, personalized feed designed to increase awareness, engagement, and yes, revenue.
Auto-populated symptom logging
The most-used symptom appeared first — no tapping, no typing.
It showed up as a suggestion:
“Cramps again today?”
This small interaction reduced friction and improved logging completion rates.
Bonus: users felt seen — the app remembered them.
Streaks + joyful feedback
We introduced daily streaks to reward habit-building.
But no one wants a cold number, so we paired it with tiny celebrations:
A personalised Letter that was sent logging
Personal language: “You’ve checked in 5 days in a row!”
This added delight and turned logging into a dopamine loop.
First came HRV: stress tracking that speaks human
We started by showing HRV (Heart Rate Variability)—a proxy for stress.
But raw numbers didn’t mean much.
So we paired it with:
A daily tip based on their energy level
A visual cue: stress shown as rising or falling liquid inside a soft-colored container
It made something invisible feel real.
Then, Emotional Forecasts
Hormones come in seasons. So do emotions.
We designed a visual "emotional forecast"—like a weather app for your mood—paired with gentle illustrations and personalized suggestions.
This became a highly shared feature. It validated feelings and gave people language for how they felt.
Symptoms, community, and curiosity
We wanted users to recognize patterns in their own body:
So we showed the top symptom of the month
Clicking it showed how often they logged it, and when
We added “You’re not alone” context — e.g., “3,201 women logged this today”
That one stat made people stop, read, and reflect.
Sleep rhythm from Apple Health
We pulled sleep data directly from Apple Health and translated it into a friendly summary:
“You’ve been sleeping on time 4 days this week.”
This wasn’t just data for the sake of data — it became a signal of recovery, and helped users make sense of their mood or energy dips.
It reinforced a subtle behavior loop: better sleep = better day.
Period analysis that’s not boring
We designed period patterns to feel visual, not clinical.
Instead of a dry calendar, we used color gradients and cycles to show rhythm.
We added insights like, “Your average cycle length is 28 days,” paired with visuals that updated as they tracked.
BBT guidance for fertility tracking
For users trying to conceive, we used BBT (Basal Body Temperature) to offer timely, clear nudges:
“Your temperature is up — this might be a good time to try.”
We made this opt-in and privacy-first, and it became one of the most trusted features.
Simple cues, no jargon.
What worked
When we gave away the Daily Feed on day one, and then hid it behind a paywall, conversions jumped 25%.
Why?
Because once they experienced the value, they wanted it back.
The data became a companion, not a dashboard.