own: empowering consumers of menstrual products.
Service Designer
Systems thinking | Rapid prototyping | CX design
5 weeks (May - Jun 2025)
4 Designers
context.
Menstruators rarely have the chance to explore period products that may better suit their changing bodies or needs. OWN reimagines how period products are purchased and used, aiming to create a more intentional and informative experience.
I designed an interactive system that helps users test multiple options, reflect on fit and comfort, and track preferences digitally.
OWN in s snapshot
overview.
Problem Statement
How might we empower menstruators to purchase period products that are most suitable to their body and needs in an environmentally and financially sustainable way?
Design Response
OWN enables customers to sample menstrual products at a discounted price and track their experiences with each product to inform future purchases. It also promotes sustainability by providing methods to donate unused or unwanted products.
This service is composed of an in-store and in-app experience.
In Store
The OWN sampling station in the feminine care aisle is where customers assemble DIY sampling kits by tapping NFC-tagged bags on dispensers, selecting individually-priced products for trial at home.
Mock up of the sampling station
In App
An app enabling users to effortlessly sync their samples via NFC, track and rate their experiences with each product, and confidently determine the best fit before committing to full-size purchases.
A mobile app prototype
Impact
"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
"I would actually consider using this because I’m sometimes curious whether there’s better product.” -P3
My Contributions
Prototyped the in-store retail customer experience
Crafted service blueprints for the in-store and in-app experiences
Iterated on digital wireframes and provided design critique for team members
research.
The Problem Space
Menstruators struggle to find the right products that meet their personal needs. This difficulty is not due to a lack of options, but rather due to a lack of accessible, low-risk ways to try them.
Most of them were introduced to menstrual products at a young age and have stuck with the same brands and types for years—often without ever questioning if those options are the best fit for their changing bodies, values, or lifestyles. This lack of exploration can lead to discomfort, waste, and missed opportunities to discover more suitable, sustainable alternatives.
A storyboard illustrating the pain points of the status quo experience for menstruators
Competitive Analysis
Current sampling programs are limited in several ways.
Some companies sell all-in-one packs that are marketed as on-the-go menstrual kits for women and first-time menstruators.
Limitation: lack of customization
Prioritizes convenience over fit
Small brands, like Nannocare, provide free trial packs and auto-enroll customers in a subscription plan.
Limitation: trial and subscriptions packs are multi-sized
Sizes that don't fit go unused
Popular brands, such as ubykotex, also run sampling programs.
Limitation: annual limit per household
Contained to a single brand
Samples are less varied than typical retail options
Primary Research
I distributed a screener (n=38) and follow-up survey* (n=6) to gather first-hand insights into the experiences of our ideal users—menstruators who are considering new products and/or searching for a better fit.
*Due to time constraints, I was unable to conduct in-depth qualitative user research.
"Trying new things is always a bit risky for me. I’ve been thinking about using a cup for three years, but I’ve always been worried about how it would feel and whether I might be allergic." -P4 (Survey)
82% of respondents bought menstrual products that they ended up not using or disliked. 26% of them discarded those products. (Screener)
Design Requirements
Through research and journey mapping, I defined the requirements for a successful design response.
Makes product trials easier and more equitable
Reduces waste and financial risk for menstruators
Builds confidence in sustainable, reusable options
ideation.
Method
I used metaphorical design to develop possible solutions, drawing on familiar experiences like trying on clothes and makeup or customizing eyewear to reimagine what sampling period products could feel like.
These metaphors helped us anchor abstract needs—like confidence, personalization, and ease—into tangible service experiences.
Bodystorming helped us identify gaps and technical necessities
Design Principles
Feasibility of implementing it within a retail context
Impactful on future decision-making
Degree of control and customization afforded to the user
Down-Selection
Ultimately, we chose to pursue the DIY sampling kit approach. Whether trying or finding a new product or reducing waste, this would allow customers to choose only what they need for their cycles.
Rationale:
Struck the strongest balance between practicality and empowerment
Seamlessly integrated into the physical retail aisle while supporting exploration, sustainability, and user agency
The chosen approach would facilitate our users' jobs to be done via an in-store and digital app experience.
In-Store JTBD
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 JTBD
Reflect on each product's functionality and fit
Track each product experience to inform a detailed comparison
I mapped a skeletal user-system diagram that later informed the more comprehensive service blueprint
design.
In Store
Know your fit before you commit: a sampling station for personalized, low-risk period product discovery.
Prototyping
I sketched and created a system diagram that showed the inputs and outputs and interactions between them.
Concept Testing
To evaluate the concept, I used the wizard-of-oz method with 2 participants at a store.
Participants saw one-time value in this service but admitted that they probably wouldn't use it more then a few times, especially after they settled on a better-fitting product.
"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
"I could see it as a pop up campaign and make it fun and decorative, it could also remove social stigma." -P2
In App
Own your flow: reflect and track your experience with each product to make more informed purchases in the future
Sketching
To develop the MVP for the app, I sketched and wireframed the core features first.
Ability to sync and load the sample bag made in retail stores
Track usage of each product and ability to save/like preferences to inform future purchases
Reflect on the quality of the product
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
Reflect flow: evaluates the product across criteria
The End-to-End Journey
I conducted lightweight concept testing for the 2-part service.
Concept testing with 3 users who match our target user profile
Overall, participants wanted more clarity and guidance during the curation of their DIY sample kits and liked the utility of the app, especially the seamless connection with their in-store kit.
In Store
Use transparent dispensers: Let customers see the products inside to build confidence and trustworthiness.
Dispensing mechanism should minimize the risk of products falling out or being exposed.
In App
Create a flow for building your DIY sampling kit online for those who can't access offline methods.
For returning customers who may have used multiple products overtime, add a layer of organization: Your Preferences may not be enough
outcomes.
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 - where users can track the usage of their samples
Adding Notes - where users can note their experience with each sample
Product Details - where users can purchase products at a discounted rate from the OWN marketplace (see next steps)
A prototype of the OWN complementary app
Other Artifacts
next steps.
There's room for further iteration and expansion, given the breadth and complexity of the original problem statement: How might we empower menstruators to purchase period products that are most suitable to their body and needs in an environmentally and financially sustainable way?
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 was able to identify areas for product growth and greater business viability.
A revised lean canvas for OWN
In App: Period Kit Subscription Service
A flexible period kit subscription or modular purchase flow that allows users to customized their monthly supply by mixing product types (e.g., tampons + liners + period underwear)
An early design exploration for how users can build sample kits or purchase packages within the app
In App: Retail Marketplace
Open a retail marketplace where customers who previously purchased a DIY sampling kit can purchase multi-count packages at a discounted price.
Explore Untapped Audiences
Conduct user research with first-time menstruators who usually have limited opportunities to explore period products. With first-time menstruators, customer retention may not be as high, but there would be a steady stream of new customers entering the funnel.
Out of Scope: A Note on Social Impact
Given the wider systemic issues around menstruation and period product accessibility, OWN envisions having a donation program where customers can donate their unused sample units or previously purchased personal products.
An early design exploration for how users could donate their products within the app