OWN: empowering consumers to choose the right period products
5 weeks
May - Jun 2025
Experience/CX design
Rapid prototyping
4 Designers
My Role: Product Designer
Prototyped the in-store service and architected service blueprints in conjunction with companion app
Designed a companion mobile app
Conducted generative user research
tl;dr.
Finding the right menstrual product is overwhelming. Choices are endless, but trying them is costly, inconvenient, and often wasteful. OWN is a service lets people test period products before committing to full-size purchases.
I led end-to-end experience design, and prototyping to shape OWN’s service concept and test how it could empower menstruators to explore with confidence.
"I would actually consider using this because I’m sometimes curious whether there’s better product."
— P3, menstruator in mid 20s, primarily uses pads
overview.
Context
The biggest barrier for menstruators is the risk and cost of trying something new. As a result, many settle for “good enough” products instead of finding options that truly fit their needs and preferences.
Challenge
How might we help people find products that actually work for them without wasting money or creating waste?
Opportunity
OWN enables customers to sample menstrual products at a discounted price and track their product usage experiences. OWN combines in-store sampling with digital tracking.
NFC-enabled sampling station where users build custom trial kits by dispensing products they want to try
Sample in-store setup
A companion app to track each product's performance across comfort, fit, and absorbency and build a preference profile for future purchases.
A mobile app prototype
A service blueprint outlining the required elements to deliver this service
Impact
User validation: All 3 test participants said they'd use OWN for product discovery. Users valued the empowerment mission and appreciated how the structured reflection helped them identify specific product criteria.
"Filling out these questions allows me to introspect on this experience…it’s the first time in my life someone is asking me these questions, because period products are for my survival, not for my enjoyment, and I didn’t think it could be something that could be improved."
— P2, menstruator in mid 20s, primarily uses tampons
Based on user feedback, OWN has the potential to:
Reduce the 26% of discarded products among users seeking alternatives
Enable product selection in 1-2 cycles vs. years of trial-and-error
Increase trial of sustainable options by lowering perceived risk
research.
Competitive Gap Analysis
Current sampling programs are limited in several ways:
Pre-made kits (e.g., Amazon)
No customization, prioritize convenience over fit
Brand subscriptions (e.g., Nannocare)
Multi-sized packs lead to waste, auto-enrollment feels pushy
Sampling programs from brand names (e.g., ubykotex)
Annual household limits, less variety than retail
Method
I surveyed 38 menstruators actively seeking better products and followed up with 6 user interviews to uncover how people navigate menstrual product choices.
Research informed design artifacts like storyboards and journey maps that helped me understand the status quo's customer experience
Key Findings
Trial-and-error is the dominant strategy.
82% of respondents bought menstrual products that they didn't use or disliked. 26% of them discarded those products. (Survey)
"It’s absolutely insane how much waste comes out of menstruation products." -P5 (Interview)
Financial and environmental waste are the top concerns when it comes to making purchases.
Consumers need personalization down to the day of their cycle.
"If it's a heavy flow day, I'll do a combo of tampon and period panties." -P5 (Survey)
Research informed design artifacts like storyboards and journey maps that helped me understand the status quo's customer experience
Translating Research to Design
I translated 3 pain points into 3 respective design requirements.
Pain Point
Expensive: full packs in retail cost too much for a trial.
Design Requirement
Make trials low-risk and accessible. Opt for smaller sold units, not bulk.
Pain Point
Inconvenient: returns are usually impossible. Sharing is unrealistic. Poor fits go to waste.
Design Requirement
Provide non-commercial ways to maximize usage and reduce waste.
Pain Point
No customization: day of the menstrual cycle can change which products are needed
Design Requirement
Allow flexibility and personalization.
ideation.
Method
I used metaphorical design to reframe the problem. I asked: What if sampling period products felt like trying on clothes or testing makeup?
Bodystorming revealed technical gaps: we needed both physical and digital touchpoints to build user confidence.
Down-Selection
I evaluated concepts on 3 criteria: retail feasibility, impact on purchase decisions, and user control and customization.
Chosen Idea: DIY Sampling Kits
Whether trying a new product or reducing waste, the sample model would allow customers to trial products and pay for only what they need.
This approach balanced empowerment with practicality. It integrated into existing retail without major infrastructure changes and supported user's sustainability and exploration needs.
Defining Jobs To Be Done
I created a low-fi system diagram that integrated in-store and in-app JTBDs. Later, I turned this in a more comprehensive service blueprint.
In Store
Touch and feel open sample units to evaluate the material and fit
Curate a set of individually packaged units in a DIY kit
In App
Reflect on each product's functionality and fit
Track each product experience to inform a detailed comparison
System diagram
design.
in-store.
User Goal
Explore products freely and build custom sample kits without commitment
Prototyping
I sketched and created a system diagram showing user inputs, NFC interactions, and outputs.
Concept Testing
I used the wizard-of-oz method to test the prototype with 2 participants at a store.
Testing revealed that users saw clear value for initial exploration and when traveling. They needed transparent dispensers to build trust, and the dispensing mechanism had to prevent products from falling out. My key design decision was making the station feel like self-checkout—familiar, private, and efficient.
"But when I came to Seattle for the first time, yeah, I don't know what these products are so it [OWN] would be helpful."
— P1, commenting on the usefulness for foreigners in a new country
in-app.
User Goal
Keep a personal record of product experiences to inform future purchases
Sketching
I sketched 4 core features and as fidelity increased, I collaborated with my team to iterate and provide design crit.
NFC sync: instantly load sample kit contents
Usage tracking: log which products you tried during each cycle
Reflection prompts: rate comfort, fit, absorbency
Preference building: save favorites for easy reordering
Concept Testing
Through concept testing, our biggest win was learning that participants valued OWN's mission to empower menstruators. Additionally, their feedback informed iterations of key screens:
My Samples: an overview of what you've been trying out based on the synced contents of the kit you purchased
Removed usage dates: users won't remember specific occasions in the future. Future iteration: Integrate period tracking apps so OWN can recommend products based on cycle day and flow.
Replaced sorting filters with a simple ranked list. Sorting by individual criteria doesn't help them choose future purchases; instead, an overall rating captures how products made them feel.
Changed UI microcopy from Review to Add Notes: users saw this as personal tracking, not product marketing.
Reflect flow: evaluates the product across criteria
Scales without defined intervals didn't help users assess products meaningfully.
Added targeted yes/no questions for key criteria, plus an open notes field for detailed feedback.
The End-to-End Experience
I tested the complete journey with 3 users who went through both the in-store sampling and app tracking flow back-to-back.
OWN's customer journey map
Key Validation
Users appreciated the seamless transition between physical and digital. The NFC sync eliminated friction, because they didn't need to manually input what they'd purchased, which made the app feel like a natural extension of the store experience rather than extra work.
Critical Insight
The in-store experience set expectations for the app's tone. Users who found the physical station straightforward and judgment-free expected the same from the app. When reflection prompts felt too clinical or lengthy, it broke that continuity.
Concept testing with 3 users who match our target user profile
outcomes.
Video Prototype
OWN in a snapshot
In-Store Experience
To simulate how OWN fits into the larger store ecosystem, I physically prototyped the sampling station in the feminine care aisle at QFC.
In-App Experience
Key screens include:
Your Samples: overview of trial products with usage tracking
Adding Notes: structured reflection on each product's performance
Product Details: purchase full-size versions at OWN marketplace discount
next steps.
Post-Course
Even after the course ended, my passion for the intersection between healthcare and technology prompted me to think about ways to grow OWN. By creating a lean canvas, I identified areas for product growth and greater business viability.
A revised lean canvas for OWN
Validated Opportunities
Digital Sampling: I designed a digital version of building a kit to increase access to the sampling program.
Exploration: how users can build sample kits via the app
Donation Program: I explored how users could donate unused samples or personal products to address waste and accessibility gaps. This needs business model validation before moving forward.
Exploration: how users donate unused products via the app
Period Kit Subscription: I explored letting users customize their monthly supply across product types, mixing tampons, liners, and period underwear based on tracked preferences via a subscription service.
Untapped Segment: First-time menstruators represent an underserved audience with different needs than product-switchers. They'd have lower retention but create a steady new customer funnel. This requires different onboarding and education.