‘Know Your Flow’ Digital Tool
Scope
New Product | Content and Design Strategy | New User Acquisition
Opportunity
One of the biggest barriers to purchase for new users is understanding how Thinx will work with their menstrual flows and how to replace their current method with Thinx. We learned through extensive user testing that while new users understood how the underwear works functionally, they didn’t understand how the underwear would work for them. ’Know Your Flow’ was created in response to this user need for personalized support and customized recommendations and a business need to educate and acquire new customers.
Project Impact
Quiz completion rate: 65.65%
Overall user conversion: 8.44%
Mobile: 6.81%
Desktop: 12.23%
Tablet: 7.61%
New user conversion: 7.67%
‘Know Your Flow’ is an 8 question quiz that aims to mimic an in-person consultation. It educates new users while learning their unique period management routine in order to make customized product and use recommendations. The tool asks users to define their period journey in terms of duration, flow, and current period products used. ‘Know Your Flow’ uses this information to calculate the total mL of blood lost on the user’s ‘light,’ ‘medium,’ and ‘heavy’ days, instead of defining what ‘light’, ‘medium’, and ‘heavy’ days should be. On the final recommendation page, the algorithm serves users custom Thinx product recommendations for each day based on the capacity of each style in our collection.
My Role: UX Research and Design Lead, Content Strategy, Product Manager
Team: Brendan Hastings (VP Digital Product), Meng Shui (Creative Director), Michelle Flacks (UX Designer), Kim Suchi (Visual Designer), Elise Mortensen (UX Researcher), Lawrence Stiers (Developer)
project highlights
User Research and Analysis
‘Know Your Flow’ app is the most thoroughly user tested digital product at Thinx Inc. Given the personal—and often emotional—nature of periods, the team conducted multiple surveys, interviews, and usability tests to make ‘Know Your Flow’ a positive, useful, and accurate tool for our users. This user-centered approach resulted in a simple and educational user experience that delivers on business goals as well with a 7.67% new user conversion rate.
Content Strategy: Non-Judgemental
At Thinx, we believe that every body and every period is unique. While most period products define what ‘light’, ‘medium’, or ‘heavy’ flows should look like for their users, ‘Know Your Flow’ asks users to define their own flow relative to how they experience their menstrual cycle. The tool asks users to specify what ‘light’, ‘medium’, and ‘heavy’ means for them by adding the type and number of period products used on each of these days. This approach not only avoids othering by stating what should be “normal,” but it also offers the user more accurate product recommendations.
Product Education
Before making the switch to Thinx, users want to understand how the underwear will work for them. Through straightforward copy and instructional recommendations, ‘Know Your Flow’ helps users understand how Thinx can fit into their period routine as either a full replacement or a backup to their current period products. Based off of the user’s inputs, the tool’s algorithm calculates the total mL of blood lost on the user’s ‘light,’ ‘medium,’ and ‘heavy’ days and recommends the underwear styles that will work best for each type of day, as well as how many pairs per day they will need.
Data for Good
Our team uses the learnings we gather from ‘Know Your Flow’ to improve the user experience of our site, personalizing it across various touch points. ‘Know Your Flow’ also provides information that will help us strengthen the Thinx physical product line, and better understand any behavioral changes that come from owning and using Thinx. Finally, women’s health is notoriously under-studied; through continued analysis of aggregated ‘Know Your Flow’ data we hope to uncover new insights around how people understand and relate to periods.
