Anytime

Project strategy

‍Anytime needed a refresh, their branding was too generic and oversaturated with the colour green. Competitive market analysis found that green brand colours don’t stand out enough to stop the scroll. After running ads for 2 months, it was noted that CRO and branding were holding customers back. I helped them with branding, strategy
and UX research.

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Visual Branding

‍Competitors that were successful excelled in empowering and educating their customers. Anytime needed some vibrancy in their tones (while pushing the sustainable eco friendly edge). Ad segmentation proved that customers buy Anytime due to the eco friendly impact. A balance of orange glowing tones along with nature focused aesthetic was the chosen direction.

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UX Research

Key insights: the target group we focused in on are women aged 25-30 who are experiencing periods and can afford sanitary pads. Disposable, quality, size, affordability, odor are some of the major concerns regarding the product (sanitary pads). Trust and testimonials (word of mouth) is the major factor in buying new / trying new menstrual products.

• 54% of women think remembering the date of Menstrual Cycle isn’t easy
• 85% believe that different varieties are needed for a better experience

This was discovered after diving into survey response of over 112 women. It was clearly evident that menstrual health space has a lot of issues ranging from product, costing, period tracking and education.

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Comparison

Next I conducted a comparative analysis to examine websites that aim to solve similar design problems. I looked at period care brands like HannahPad and Moxie - who sell reusable menstrual care but don’t consider tailoring to specific user needs. I found that HannahPad and Moxie, along with a range of other competitors support period poverty with donations to 5 charities, provide instructions and facts. They also show progress reports to show sustainable impact. There is consideration to their branding and point of difference, but users again can join a community but can’t receive tailored help, there is a gap for helping women with their period tracking.

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Results

Customising the website towards the needs of users allowed us to empower and educate women and build the brand in a more memorable way - making it easier for women to track their experience.

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