Delivering 12+ product initiatives with zero loss of momentum

Our Client

Our client is one of the world's leading period and cycle tracking apps, used by millions of people to understand their menstrual health. Users log symptoms, moods, and health data daily. The app uses that data to surface predictions, insights, and personalized analysis. They run on iOS and Android and earns revenue through a paid subscription tier.‍

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The Mission: Interim Product Manager

Product People helped the org to maintain roadmap momentum during a critical hiring period by embedding two experienced PMs directly into their core product team. Over three months, we took ownership of live features, ran growth experiments, and delivered new capabilities end-to-end while our client continued building its permanent team.

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Our Main Quest: Keep delivery moving and hit key growth targets

Launch: Onboarded Very Fast

Our client created strategic capacity for its Director of Product while keeping active roadmap delivery on track. Product People took ownership of day-to-day product leadership across core feature delivery and growth workstreams, ensuring continuity as responsibilities evolved and they hired and onboarded a permanent PM.

Explore and Conquer: Solved for the Client

What we did (results first):

• Increased iOS subscribers connecting a wearable device to 11.2%, exceeding the 10% target by shipping Apple Health integration to iOS subscribers. Because Apple Watch was the most-used wearable among our client's iOS audience, which makes up 71% of all subscribers, the team prioritized the highest-impact integration opportunity first. We delivered the full integration within a few weeks, including the connection flow, data backfill, and analysis screens overlaying heart rate, sleep, and temperature with cycle data.‍
• Increased sign-up completion by 7% and revenue per user by 8.7% on Android by testing a more compelling first-time subscriber offer. User research surfaced an opportunity to better align the sign-up experience with new-user expectations, so we designed and ran a controlled experiment with a time-limited discount banner after sign-up, replacing the existing promotional screens. On Android, we exceeded both the 5% completion and 5% revenue per user targets. iOS results were still being monitored at handover.‍
• Drove a 3.5x increase in paid conversions by delivering an end-to-end symptom tracking series. Millions of users already log physical symptoms every month alongside their cycle data, creating a strong opportunity to turn that behavior into more valuable insights and predictions.
  
  • We delivered three connected features in sequence. First, we gave users the ability to record how severe any symptom was, giving the app the data foundation it needed. We then built personalized analysis charts showing each user when their symptoms tend to occur across their cycle and how severity changes over time. Finally, we added forward-looking predictions on the main screen users open every day. For example, a user who regularly gets headaches before their period now sees that flagged in advance, based on their own history. Monthly chart visits reached 38,000, above the 35,000 target, and paid conversion jumped from 0.17% to 0.60% in a single month.‍
• Exceeded weight analysis adoption by hitting 24% against a 15% target and unlocked a foundation for future health partnerships. Users were already logging weight in the app, creating an opportunity to make that data more useful for paying subscribers. We delivered weight analysis with cycle-overlaid charts, trends, weekly views, and a smart scale integration. Adoption reached 24% in May alone against a 15% target. We also positioned this feature as the commercial entry point for partnerships with glucose monitoring device makers and GLP-1 weight-loss medication programs, an emerging space for potential.‍
• Increased user tracking rate by 1.21% by expanding access to community insights. We tested opening anonymized community data to free users, creating a stronger incentive for consistent tracking, one of the strongest predictors of retention. Early data showed tracking rate up 1.21%.

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Mini-Missions: Our Side Quests

• Drove a positive conversion signal across both platforms by simplifying the period logging experience. We tested a one-step confirmation flow that reduced friction for users who needed to backfill missed period days. While retention lift came in below the 5% target, the experiment showed conversion improvement on both Android and iOS with no negative effects, supporting a full rollout decision.
• Increased PMS tracking by making the feature easier to discover and understand. We saw an opportunity to help more users recognize that consistent tracking improves prediction quality, so we unified the PMS visual language, tested stronger placement in the tracking screen, and added PMS to the new user sign-up flow. As a result, 40% of new users now select PMS as a tracking priority.
• Enabled multi-partner wearable data on Android by completing the Google Health Connect integration. We connected our client's app to Google's standardized Android health data layer, allowing the app to pull data from multiple wearable device brands through a single connection. We completed the Garmin integration and left it ready for release sign-off.
• Advanced a promising new revenue opportunity by scoping their first in-app purchase. We shaped a downloadable health-data summary for users to share with doctors, coordinating across platform, science, and data teams to define requirements, pricing strategy, and the A/B test framework.
• Prepared our client to move quickly on glucose monitoring partnerships by defining the product scope ahead of final contract agreements. We wrote the initial epic and shaped the product experience for continuous glucose monitor integrations, ensuring the product work was ready to begin as soon as partnerships moved forward.
• Expanded their Android experience to four additional languages by coordinating Greek, Hungarian, Swahili, and Ukrainian localization between engineering and the localization team.
• Strengthened the foundation for user engagement by prioritizing 18 in-app content gaps. We audited tracking categories that had an opportunity for stronger educational guidance, prioritized them by usage volume, and handed the work to the content team.

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Mission Achievements: Delivered Outcomes

💡 +1.2% iOS wearable connection rate, exceeded the 10% target by delivering Apple Health integration.

💡 +7% sign-up completion / +8.7% revenue per user (Android), by designing and running a time-limited new user discount experiment.

💡 +3.5x paid conversion (0.17% → 0.60%) by delivering an end-to-end symptom tracking series that turned passive logging into personalized insights and predictions.

💡 +9 percentage points on weight analysis adoption (15% → 24%) by shipping weight charts and cycle-overlaid trends, and positioning the feature as the commercial foundation for glucose monitoring and GLP-1 partnerships.

💡 +40% of new users selecting PMS as a tracking priority by adding PMS to the new user sign-up flow.