irie
irie
irie
Overview
irie is a personal care brand aiming to be there for individuals in every phase of the menstrual cycle and provide solutions to common problems. As the design lead, I have been involved in product development, brand identity, and strategy since the brand’s inception.
irie is a personal care brand aiming to be there for individuals in every phase of the menstrual cycle and provide solutions to common problems. As the design lead, I have been involved in product development, brand identity, and strategy since the brand’s inception.
Timeline
2022 - 24
Design Lead Founding team
Role
Team
4
Context
Context
Context
Menstrual care in Turkey is a crowded, price-sensitive category dominated by a handful of established brands, most of them selling through Trendyol, the country's largest marketplace. Every brand competes on the same axes: absorbency, thinness, price.
We started irie assuming we were entering a product competition. Within a few months of talking to customers, it became clear we had misread the category.
Menstrual care in Turkey is a crowded, price-sensitive category dominated by a handful of established brands, most of them selling through Trendyol, the country's largest marketplace. Every brand competes on the same axes: absorbency, thinness, price.
We started irie assuming we were entering a product competition. Within a few months of talking to customers, it became clear we had misread the category.
Menstrual care in Turkey is a crowded, price-sensitive category dominated by a handful of established brands, most of them selling through Trendyol, the country's largest marketplace. Every brand competes on the same axes: absorbency, thinness, price.
We started irie assuming we were entering a product competition. Within a few months of talking to customers, it became clear we had misread the category.
How It Started
How It Started
How It Started
My co-founders and I noticed how uncomfortable menstruation could be in office settings after some unfortunate experiences. This realization, along with conversations with other women, led us to identify common problems many face.
My co-founders and I noticed how uncomfortable menstruation could be in office settings after some unfortunate experiences. This realization, along with conversations with other women, led us to identify common problems many face.
My co-founders and I noticed how uncomfortable menstruation could be in office settings after some unfortunate experiences. This realization, along with conversations with other women, led us to identify common problems many face.
Problems
Problems
Problems
The limitations, concerns, and genital issues caused by conventional menstrual products
The limitations, concerns, and genital issues caused by conventional menstrual products
The limitations, concerns, and genital issues caused by conventional menstrual products
Environmental impact that is caused by non-recyclable menstrual products
Environmental impact that is caused by non-recyclable menstrual products
Environmental impact that is caused by non-recyclable menstrual products
Strategy Statement
Strategy Statement
Strategy Statement
To ensure that individuals do not feel restricted during their menstrual cycle and do not spend their daily lives in anxiety. We strive to instill a sense of sustainable living while helping our users spend less.
To ensure that individuals do not feel restricted during their menstrual cycle and do not spend their daily lives in anxiety. We strive to instill a sense of sustainable living while helping our users spend less.
To ensure that individuals do not feel restricted during their menstrual cycle and do not spend their daily lives in anxiety. We strive to instill a sense of sustainable living while helping our users spend less.
User Research
User Research
User Research
My research identified menstruation as the most challenging phase of the menstrual cycle for participants. I then created a focused group specifically for this phase, segmenting menstruation further and interviewing users of pads and tampons. This process helped uncover the distinct needs, pain points, and highlights associated with each phase.
My research identified menstruation as the most challenging phase of the menstrual cycle for participants. I then created a focused group specifically for this phase, segmenting menstruation further and interviewing users of pads and tampons. This process helped uncover the distinct needs, pain points, and highlights associated with each phase.
My research identified menstruation as the most challenging phase of the menstrual cycle for participants. I then created a focused group specifically for this phase, segmenting menstruation further and interviewing users of pads and tampons. This process helped uncover the distinct needs, pain points, and highlights associated with each phase.
Secondary Research
Secondary Research
Secondary Research
After modeling the design, mold production was completed, and with the arrival of the samples, I initiated the second phase of research.
After modeling the design, mold production was completed, and with the arrival of the samples, I initiated the second phase of research.
For the next user experience research, I wanted to gather insights from both first-time cup users and experienced ones by asking them to try different cups. I collected their experiences, thoughts, and needs. I organized various focus groups to explore different cup models from other brands as well as different sizes and firmness levels of our own cup.
For the next user experience research, I wanted to gather insights from both first-time cup users and experienced ones by asking them to try different cups. I collected their experiences, thoughts, and needs. I organized various focus groups to explore different cup models from other brands as well as different sizes and firmness levels of our own cup.
What We Found
What We Found
What We Found
01
01
01
The product findings were ergonomic.
The product findings were ergonomic.
The product findings were ergonomic.
Cup wall thickness had a narrow window: too thin and the cup wouldn't hold a seal, too thick and insertion hurt.
Cup wall thickness had a narrow window: too thin and the cup wouldn't hold a seal, too thick and insertion hurt.
Cup wall thickness had a narrow window: too thin and the cup wouldn't hold a seal, too thick and insertion hurt.
02
02
02
The cultural finding was bigger.
The cultural finding was bigger.
The cultural finding was bigger.
Menstrual knowledge in Turkey is inherited, not taught. It passes from mother to daughter, and whatever the mother didn't know, the daughter doesn't learn. Our inbox was full of adult women who didn't know their own anatomy and were embarrassed to ask.
Menstrual knowledge in Turkey is inherited, not taught. It passes from mother to daughter, and whatever the mother didn't know, the daughter doesn't learn. Our inbox was full of adult women who didn't know their own anatomy and were embarrassed to ask.
Menstrual knowledge in Turkey is inherited, not taught. It passes from mother to daughter, and whatever the mother didn't know, the daughter doesn't learn. Our inbox was full of adult women who didn't know their own anatomy and were embarrassed to ask.
If the gap is knowledge, a better cup doesn't close it.
If the gap is knowledge, a better cup doesn't close it.
If the gap is knowledge, a better cup doesn't close it.
Key Design Moments
Key Design Moments
Key Design Moments
01
01
01
Finding the wall
Finding the wall
Finding the wall
The focus group set the thickness. A cup that seals easily is a cup that hurts going in; a cup that inserts comfortably won't vacuum.
The focus group set the thickness. A cup that seals easily is a cup that hurts going in; a cup that inserts comfortably won't vacuum.
The focus group set the thickness. A cup that seals easily is a cup that hurts going in; a cup that inserts comfortably won't vacuum.
Small decision, but it set the tone: we let the testing overrule what the team assumed.
Small decision, but it set the tone: we let the testing overrule what the team assumed.
Small decision, but it set the tone: we let the testing overrule what the team assumed.
02
02
02
Not shipping the small size
Not shipping the small size
Not shipping the small size
Small is a teen size, and in Turkey a teenager does not move straight to a cup. That transition needs her mother, and her mother's own understanding of anatomy, and a conversation the culture isn't having yet. We concluded the size would sit in the warehouse. Not because the product was wrong, but because the audience for it couldn't be reached with a product.
Small is a teen size, and in Turkey a teenager does not move straight to a cup. That transition needs her mother, and her mother's own understanding of anatomy, and a conversation the culture isn't having yet. We concluded the size would sit in the warehouse. Not because the product was wrong, but because the audience for it couldn't be reached with a product.
Small is a teen size, and in Turkey a teenager does not move straight to a cup. That transition needs her mother, and her mother's own understanding of anatomy, and a conversation the culture isn't having yet. We concluded the size would sit in the warehouse. Not because the product was wrong, but because the audience for it couldn't be reached with a product.
We planned three sizes. We launched two.
We planned three sizes. We launched two.
We planned three sizes. We launched two.
So we redirected the effort. The audience we couldn't sell to became the audience we wrote for: an editorial programme built with OB-GYNs, aimed at the knowledge gap rather than the purchase.
So we redirected the effort. The audience we couldn't sell to became the audience we wrote for: an editorial programme built with OB-GYNs, aimed at the knowledge gap rather than the purchase.
So we redirected the effort. The audience we couldn't sell to became the audience we wrote for: an editorial programme built with OB-GYNs, aimed at the knowledge gap rather than the purchase.
Dropping an SKU looks like a retreat on a spreadsheet. It was the moment we stopped treating a cultural problem as an inventory problem.
Dropping an SKU looks like a retreat on a spreadsheet. It was the moment we stopped treating a cultural problem as an inventory problem.
Dropping an SKU looks like a retreat on a spreadsheet. It was the moment we stopped treating a cultural problem as an inventory problem.
03
03
03
Designing for the first three attempts
Designing for the first three attempts
Designing for the first three attempts
The focus group surfaced something we hadn't planned for: most women struggled on the first few tries and gave up. The product worked. The onboarding didn't exist.
The focus group surfaced something we hadn't planned for: most women struggled on the first few tries and gave up. The product worked. The onboarding didn't exist.
The focus group surfaced something we hadn't planned for: most women struggled on the first few tries and gave up. The product worked. The onboarding didn't exist.
So we designed the onboarding as products:
So we designed the onboarding as products:
So we designed the onboarding as products:
Microwave steriliser: cut sterilising from a pot of boiling water to a few minutes
Microwave steriliser: cut sterilising from a pot of boiling water to a few minutes
Intimate lubricant: made the first insertions easier
Intimate lubricant: made the first insertions easier
Intimate cleansing gel: for after use
Intimate cleansing gel: for after use
Brand
Brand
Brand
Breaking a taboo needs approachability. A medical-adjacent product needs credibility. Those pull against each other, and the packaging is where the tension shows.
Breaking a taboo needs approachability. A medical-adjacent product needs credibility. Those pull against each other, and the packaging is where the tension shows.
Breaking a taboo needs approachability. A medical-adjacent product needs credibility. Those pull against each other, and the packaging is where the tension shows.
We positioned irie as friendly, warm and a little playful, then anchored the trust in the content. Fun on the outside, precise on the inside.
We positioned irie as friendly, warm and a little playful, then anchored the trust in the content. Fun on the outside, precise on the inside.
We positioned irie as friendly, warm and a little playful, then anchored the trust in the content. Fun on the outside, precise on the inside.
What It Became
What It Became
What It Became
Each product answered a barrier the last one exposed.
Each product answered a barrier the last one exposed.
Each product answered a barrier the last one exposed.
Feedback showed the vacuum technique itself took time to learn so the next product was a menstrual disc, which doesn't need one. Then warmie, a heating belt for cramps, and calmie, a supplement for PMS.
Feedback showed the vacuum technique itself took time to learn so the next product was a menstrual disc, which doesn't need one. Then warmie, a heating belt for cramps, and calmie, a supplement for PMS.
Feedback showed the vacuum technique itself took time to learn so the next product was a menstrual disc, which doesn't need one. Then warmie, a heating belt for cramps, and calmie, a supplement for PMS.
The line stopped being a cup and became a set of products for the whole cycle, each one added because the research pointed at it.
The line stopped being a cup and became a set of products for the whole cycle, each one added because the research pointed at it.
The line stopped being a cup and became a set of products for the whole cycle, each one added because the research pointed at it.
Impact
Impact
Impact
Three years on, irie is one of the names that comes up when menstrual health is discussed in Turkey. I don't have sales figures to share, but the category signals are public:
Three years on, irie is one of the names that comes up when menstrual health is discussed in Turkey. I don't have sales figures to share, but the category signals are public:
Three years on, irie is one of the names that comes up when menstrual health is discussed in Turkey. I don't have sales figures to share, but the category signals are public:
28K followers on Trendyol, Turkey's largest marketplace
28K followers on Trendyol, Turkey's largest marketplace
3rd most-favourited in the menstrual cup category
3rd most-favourited in the menstrual cup category
The disc is the 2nd most-reviewed product in the category, around 15K favourites and 500+ reviews
The disc is the 2nd most-reviewed product in the category, around 15K favourites and 500+ reviews
Reflections
Reflections
Reflections
I learned what my work costs other people. As a designer I was used to things existing the moment I drew them. In a company, a packaging change is a print run, a supplier conversation, a stock decision, and someone else's week. That made me slower in a useful way. I started checking downstream before proposing, and got better at predicting which teams a change would disrupt.
I learned what my work costs other people. As a designer I was used to things existing the moment I drew them. In a company, a packaging change is a print run, a supplier conversation, a stock decision, and someone else's week. That made me slower in a useful way. I started checking downstream before proposing, and got better at predicting which teams a change would disrupt.
I learned what my work costs other people. As a designer I was used to things existing the moment I drew them. In a company, a packaging change is a print run, a supplier conversation, a stock decision, and someone else's week. That made me slower in a useful way. I started checking downstream before proposing, and got better at predicting which teams a change would disrupt.
It's also why I moved into product management next: I wanted to understand the machinery I kept bumping into, from the inside.
It's also why I moved into product management next: I wanted to understand the machinery I kept bumping into, from the inside.
It's also why I moved into product management next: I wanted to understand the machinery I kept bumping into, from the inside.
