What it does

Natural Cycles is a digital health app that functions as an FDA-cleared, hormone-free method of birth control. The app analyzes a user's body temperature and menstrual cycle data to predict their daily fertility status, indicating 'Green Days' (not fertile) and 'Red Days' (fertile, requiring protection).

Where it shines

Natural Cycles' greatest strength lies in its meticulously crafted onboarding, which feels more like a personal health consultation than a setup flow. The app provides immediate, contextual value by asking for a user's current birth control method at 00:47 and then instantly showing a data-backed effectiveness comparison at 00:50. Furthermore, it transforms a potentially dull waiting period into a trust-building exercise. The 'Building your plan' screen at 02:17 isn't just a spinner; it's a dynamic display of social proof, rotating through impressive stats like its 4.8-star rating.

UX highlights

• Personalized Reinforcement: Throughout the quiz, the app uses the user's name on screens like 'Nice to meet you, Julia!' (00:25), creating a friendly and conversational tone.
• Educational Framing: Instead of just collecting data, the app educates. A screen at 01:52 briefly explains how its algorithm analyzes temperature shifts to find ovulation, justifying the need for data.
• Clear Goal Setting: The quiz starts by asking 'What can we help you with?' (00:35), allowing users to self-select their primary goal, from preventing pregnancy to tracking a cycle.
• Actionable Summary: After the long quiz, the app presents a clear summary screen (02:30) that confirms its suitability for the user and recommends a specific measurement device, providing a clear path forward.
• Progressive Disclosure: The app breaks down a huge amount of information gathering into small, digestible questions, using a progress bar at the top to manage user expectations.

Monetization & growth

Monetization is handled through a hard paywall presented after the user has completed the onboarding quiz and created an account. The primary paywall screen, seen at 03:18, offers three subscription tiers: an annual plan, a monthly plan, and a 4-week free trial that converts to an annual plan. The annual plan is heavily incentivized with a 'Free NC Thermometer' and highlighted as the 'Best value'. This strategy ensures users are highly invested and educated on the app's value before being asked to pay.

Who it’s for

The app is clearly designed for women seeking a non-hormonal, data-driven approach to birth control and fertility management. The detailed questions about cycles, health conditions, and lifestyle indicate a target user who is invested in understanding her body and is willing to engage in a daily routine of temperature measurement. The FDA clearance messaging at 00:01 appeals to users who prioritize scientific credibility and safety.

Notes & opportunities

The onboarding is exceptionally thorough but also very long. While effective, its length could be a point of friction for users seeking a quicker start. A potential opportunity could be to offer a 'quick start' path for users who want to explore the app's interface first, with prompts to complete their profile later. Additionally, while the notification warm-up screen at 02:56 is well-designed, the app shows the native ATT prompt at 02:54 without a warm-up, which could be an area for optimization.