What it does
Clue is a comprehensive health app that helps users track their menstrual cycle and understand its connection to their overall wellbeing. It uses data provided by the user to predict periods, ovulation, and fertile windows. Beyond simple predictions, it serves as a detailed health journal, allowing users to log dozens of symptoms and experiences to identify personal patterns over time.
Where it shines
Clue excels at positioning itself as a credible, science-backed health partner. Its onboarding (00:00-02:01) is a masterclass in building trust through data. Instead of a generic welcome, it uses a detailed quiz to gather information about cycle length, health conditions, and personal goals, making the user feel understood from the very beginning. Another strength is the seamless integration of educational content. For example, when viewing the cycle, a user can tap "About the follicular phase" (03:37) and immediately access a detailed, referenced article, turning a moment of curiosity into an empowering learning opportunity.
UX highlights
- Data-rich visualization: The main cycle view (02:24) is a clean, circular interface that effectively communicates the current cycle day, upcoming period, and different phases at a glance.
- Contextual coachmarks: The app uses non-intrusive tooltips and pop-ups (02:24, 02:28) to guide new users through key features like tracking past periods, preventing overwhelm.
- Granular tracking: The tracking screen (04:56) is incredibly detailed, with categories for everything from mood and sleep to specific pain types and digestion. This allows for deep personalization.
- In-app education: Nearly every trackable item and cycle phase includes a "Learn more" link (04:11), providing instant access to well-researched articles without leaving the app.
- Customizable UI: Users can customize their tracking view (04:58) and even the app icon (11:08), allowing them to tailor the experience to their preferences and personality.
Monetization & growth
Monetization is handled through a premium subscription, Clue Plus. A soft paywall is presented near the end of the onboarding flow (02:01), after the user has already invested time and personal data. The paywall offers a 7-day free trial for a yearly plan, framing the cost as a monthly equivalent. It builds value by using social proof, including star ratings and user testimonials, directly on the screen. The core value proposition is unlocking advanced analysis and predictions, which is a compelling offer given the rich data the user has just provided.
Who it’s for
Clue is for anyone who wants to gain a deeper understanding of their menstrual cycle and its impact on their body. This includes people simply looking for accurate period predictions, those trying to conceive who need to track ovulation, and individuals managing health conditions that affect their cycle. The app's scientific tone and detailed tracking appeal to users who value data, credibility, and a holistic approach to their health.
Notes & opportunities
The app is incredibly comprehensive, which can be both a strength and a weakness. The sheer number of tracking options on the logging screen (scrolling from 05:01) could be overwhelming for a new user, despite the customization options. While the onboarding is thorough, it is also quite long, with numerous steps before reaching the core app experience. Shortening this or providing a quicker path to the main dashboard could improve initial engagement for users who are less patient.