Growth design at Natural Cycles
Role
Product designer, Growth
Client
Natural Cycles
Duration
6 months
Team
Of 6, cross-functional & remote
Natural Cycles is the first digital method birth control cleared by regulators both in the US and in Europe. The product is composed of both a mobile app & a hardware device (thermometer or wearable) in order to work.
As a disruptive and rather new solution to contraception, the main goal within the Growth team was to optimize the App and Web flows leading to signup, increase the customer base through a series of ab tests & design iterations and implement product packages as the number of hardware choices available would scale up.
In order to gain an understanding of the current state of the signup funnel & where I could impact, I started by UX-auditing its existing flows & looking at the funnel data we had.
With the initial help of the Product Manager, I looked at the Web & App signup funnels and sliced data to understand where major dropouts happen. I additionally had a look at previous a/b test & learnings we got from that data.
In addition to this, I planned and carried evaluative research to understand the underlying reasons leading to the behaviours uncovered by the data. The main tasks I did for this usability testing include:
The main learnings of my discovery journey are summarized below.
This approach helped me and my team list a number of opportunities with assumptions to be tested. I've listed some of the most relevant ones:
As a team we selected the tests to prioritize, based on impact and effort. Some examples of experiments I worked on can be seen below. Initial designs are on the left, final designs are on the right side.
Throughout this section, I will showcase what my process is when designing and collaborating in a cross-functional team.
In order to make the design rationale of my work available to any stakeholder, I add in-context comments to my designs, wherever relevant. There are couple of advantages in doing so:
Along with developers, I've created a design handover process that's optimized for asynchronous communication. In order to reduce the clutter and information overload, I create a separate file (Deliverables for Devs) with design and annotations that are relevant for the implementation process only. These might highlight specific changes or more specificity regarding the desired interaction.
I additionally, create a space where I highlight new components or changes in previous ones, along with some CSS properties, hoping this will proactively reduce changes when performing visual QA.
Since I joined the company at a relatively early stage, I've actively helped lay down & optimize processes with the aim of amplifying design's impact. As such, I've taken on a role of DesignOps with a focus on processes & collaboration.
One area of focus has been scaling the design system and creating its documentation. From the design perspective, the goal is to increase work efficiency for product designers while ensuring design consistency & scalability. From a cross-functional perspective, the goal is to create a unified language that ensures consistency across platforms & departments.
Other initiatives I've had and implemented within our team are:
This journey has taught me how to optimize design iteratively and in small increments through continuous experimentation & cross-disciplinary collaboration. Going back to our experiments results, we can see how some proved to be successful in increasing signup conversion while others, though unsuccessful in driving this metric up, are learnings for future iterations & product strategy.
Joining a rather young team of designers has let me broaden the scope of my role b actively contributing to lay down & optimize processes with the aim of amplifying design's impact.
Connecting cinema audiences through music and playful interaction
4 different compositions created with code and playing with the contrast
Representation of the hand holding in times of reduced social interaction.
