Hormona
Case study to improve the experience of Hormona - an existing hormone and menstrual cycle tracker.
Timeline
1 week (2022)
Goal
To enchance the experience of the logging of cycle and symptoms, and
make the personalized insights easier to understand.
To convert users from only using the app to buying or subscribing to
hormone-tests.
To position the app on the market as the obvious choice for the
health conscoius woman and sell hormone tests.
Context
This was made as a part of a case study where an app of your own choosing was to be improved. The case included information about the app, the issue it solves and background, it's target group, goals, usage problems and the design of improvements. Due to the short time span no user testing was made.
Background
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Hormona is an app for tracking hormone levels, with several features:
Target group. Women, 20-50 years old with an interest in health.
The menstrual cycle is a woman's fifth vital sign. More and more women are experiencing issues related to hormonal imbalance. This can range from diagnoses like PCOS to milder symptoms. At the same time, the number of involuntarily childless individuals is rising, making menstrual cycle tracking an increasingly important part of pregnancy planning today. For those who do not wish to become pregnant, hormone-free contraceptives have become the new trend. This is why I chose to narrow the target group to women aged 20–50, even though the range of women in their fertile years is broader. The assumption is that issues with hormonal imbalance are often identified after the teenage years or later, and that family planning typically occurs later in life. I also believe the target group has a general interest in health, including diet, exercise, and mental well-being, which may lead them to discover this service. Alternatively, using the service itself might spark a broader interest in health and wellness.
Targets
Experience Goals
To enchance the experience of the logging of cycle and symptoms, and
make the personalized insights easier to understand.
Conversion Goals
To convert users from only using the app to buying or subscribing to
hormone-tests.
Business Goals
To position the app on the market as the obvious choice for the
health conscoius woman and sell hormone tests.
Usage issues
The biggest issues included a weekly overview that didn't serve a purpose, too much text that made it difficult to get an overview of the insights and quickly absorb the information. Too discret CTA-buttons and content at the wrong place.
New Hormona
Core features gathered on the home screen
Faster logging
Visual aids
Encourages purchases
Download lo-fi wireframes
The biggest improvements include a circular overview that corresponds with best practice that is placed on the homepage, as well as prediction of the next menstruation. More detailed insights hidden and can be reveiled by discret CTA-buttons, and usage of bold text and icons to make the information more easy-to-read. A button for viewing the insights of the next day, for those that don't have time or simply prefers to prepare the night before. A new section for purchasing and CTA-buttons leading there.
Please see the case for more detailed information.
Download case (in swedish)