How Design Clue helped create a complete interval monitoring app
CR speaks to Clue founder Ida Tin and Senior Art Director Marta Pucci to find out what makes a successful femtech app and how design and creativity have helped them create a secure space for confidential data
In 2013, Clue founder Ida Tin had never used an app herself, but came up with the idea of creating a period tracker that would give people information about their cycle on their phones. According to Tin, phones felt like a natural home, as they already provided an intimate space for people to interact with on a daily basis, as well as an environment that was readily available.
At the time, there were some period tracking apps in existence, although Tin says they were mostly just calendars. "I came up with the idea of creating a more sophisticated product that could really help you understand the science behind it, that would be more educational and also more visually appealing," she says. "We came up with this idea of the cycle view so that you immediately and intuitively know where you are on this monthly journey."
Clue is now used by 10 million people a month, offers a Clue Plus subscription service for users who want deeper insights, and has published a comprehensive online encyclopedia containing scientifically accurate information on contraception, menstruation, fertility and sex. Clue doesn't take ads and has a no-sell data policy – something more and more users are looking for when stories pop up about medical apps sharing sensitive information with advertisers. In any case, Clue is at the forefront of the fast-growing femtech category. If anyone knows what it takes to build a successful app like this, it's Tin.