Know Your Flow Tool

A personalized digital quiz that helped new users find the right Thinx products by turning their cycle routines into clear, customized recommendations.

Role

UX/UI Designer

Industry

Health & Fitness

Duration

3 months

The Challenge

Thinx discovered that one of the biggest barriers for new customers was uncertainty. Users understood the function of period underwear, but not how it would fit into their unique routines. Without personalized guidance, hesitation often turned into drop-off. Our challenge was to design a tool that could educate, build trust, and remove friction while addressing a sensitive and personal topic.

The Challenge

The Approach

We shaped our design strategy around four guiding principles:

Research-Driven: Conducted interviews, surveys, and multiple usability tests to uncover pain points and validate ideas. This made Know Your Flow the most thoroughly tested digital product at Thinx.
Human-Centered Design: Built a non-judgmental experience where users could define their own cycle flows (“light, medium, heavy”) instead of being forced into rigid categories, reinforcing inclusivity and trust.
Collaboration: Partnered closely with product, engineering, and content teams to ensure accuracy, technical feasibility, and an empathetic voice throughout the experience.
Design System Thinking: Created a scalable component library in Figma to support consistency across devices and set a foundation for future personalization efforts.

The Approach

We shaped our design strategy around four guiding principles:

Research-Driven: Conducted interviews, surveys, and multiple usability tests to uncover pain points and validate ideas. This made Know Your Flow the most thoroughly tested digital product at Thinx.
Human-Centered Design: Built a non-judgmental experience where users could define their own cycle flows (“light, medium, heavy”) instead of being forced into rigid categories, reinforcing inclusivity and trust.
Collaboration: Partnered closely with product, engineering, and content teams to ensure accuracy, technical feasibility, and an empathetic voice throughout the experience.
Design System Thinking: Created a scalable component library in Figma to support consistency across devices and set a foundation for future personalization efforts.

The Solution

The result was Know Your Flow, an interactive quiz that mimicked the experience of an in-person consultation. Users entered details like duration, products used, and flow patterns. The algorithm then calculated daily blood volume and matched them with specific Thinx products and quantities for each type of day.

The interface combined warmth and simplicity, making recommendations feel personalized rather than prescriptive. It empowered users to see exactly how Thinx could fit into their lives, whether as a full replacement or alongside existing products.

Collaboration

This was Thinx’s most thoroughly user-tested digital product to date. I partnered closely with product managers, engineers, visual designers, and content strategists to align feasibility with empathy. Collaboration extended beyond UX — into brand, development, and customer education — ensuring that every aspect of the tool reinforced trust and clarity.

The Impact

65.65% quiz completion rate (well above typical benchmarks for digital quizzes)
8.44% overall conversion rate
7.67% new customer conversion rate
Tool adopted across mobile, desktop, and tablet with consistently high engagement

The tool didn’t just convert, it shifted behavior. Customers who hesitated now had the confidence to try a new category of product. For Thinx, this became one of the most successful acquisition tools in the company’s history.

a black cellphone with a white letter on it

Key Takeaways

This project highlighted the importance of pairing empathy with data. By deeply understanding user needs and designing with inclusivity at the forefront, we created a tool that balanced customer education with business growth. For users, it turned a moment of hesitation into empowerment. For Thinx, it delivered a repeatable framework for designing digital experiences that both support and convert.

Key Takeaways

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MICHELLE FLACKS

MICHELLE FLACKS

MICHELLE FLACKS