Research Report 1
Digital Methods & Information Analytics
Report Info:
Course Unit: Unit 1: Software Studies
Course Instructor(s): Marissa Willcox
Research Report Title: Flo Menstrual Tracking App: An Analysis of the Extent to Which Affordances
Direct users to Commercialize Their Health
Word Count: 2190
I acknowledge that I have followed the university’s Plagiarism guidelines and have properly
attributed parts of this work sourced from elsewhere.
Yes
I give permission for this work to be used as an example of good work in future
editions of the course.
No
Report Contents
Introduction.......................................................................................................................2
Question............................................................................................................................2
Method..............................................................................................................................2
Analysis.............................................................................................................................3
Design Patterns.............................................................................................................................3
Conditional Affordances................................................................................................................4
Dark Patterns................................................................................................................................5
Textual and Tone/Symbolic representation..................................................................................8
Discussion..........................................................................................................................9
Conclusion..........................................................................................................................9
References.......................................................................................................................10
1
, Introduction
This report delves into the complex interplay between commercial interests and user health through an
in-depth analysis of the affordances present in the Flo Menstrual Tracking App. Medical professionals
have always recommended tracking menstrual cycles in monitoring periods, predicting ovulation, and
avoiding or enhancing users’ chances of conceiving. Traditionally this practice would be tracked on a
written calendar or agenda, though such a practice has now fallen into the digital. This is due to “the
desire to capture menstrual cycle information on the go and in real-time has led to an increasing
demand for mobile health applications” (Eschler et al. 2019). Most menstrual tracking apps serve a
similar purpose of becoming a helpful tool that assists users in tracking their menstrual cycle and
making accurate predictions for them.
Nevertheless, with the Flo app having a premium version, questions must be asked about their
priority. User’s health? Or their commercial interests? Returning to the traditional cycle tracking,
irregularities or negative symptoms usually result in an individual consulting with a medical
professional. Though now, with the advanced tracking app, the irregularities are pinpointed, most
symptoms are normalized, or the app shows users articles from their “menstrual professionals.” The
only restriction is that users must purchase a subscription to understand their cycle better, and Flo
makes every effort to direct users there.
Question
Examining the design and cultural aspects behind the Flo Menstrual Tracking App’s interface, we can
fully understand the extent of commercial interests in user health. The report argues that through the
app’s design and features, Flo’s free version deliberately pushes users towards purchasing a premium
membership by making them believe they are receiving professional menstrual health advice.
However, this is attributed to the app’s design and affordances to commercialize health, undermining
the importance of seeking medical advice from actual healthcare professionals. This brings into
question to what extent are the affordances of the free version of the Flo Menstrual Tracking App
direct users into commercializing their health by buying the premium?
Method
The paper will conduct an Interface analysis through the walkthrough method, specifically focusing
on a designerly approach. The walkthrough method "is a way of engaging directly with an app's
2
Digital Methods & Information Analytics
Report Info:
Course Unit: Unit 1: Software Studies
Course Instructor(s): Marissa Willcox
Research Report Title: Flo Menstrual Tracking App: An Analysis of the Extent to Which Affordances
Direct users to Commercialize Their Health
Word Count: 2190
I acknowledge that I have followed the university’s Plagiarism guidelines and have properly
attributed parts of this work sourced from elsewhere.
Yes
I give permission for this work to be used as an example of good work in future
editions of the course.
No
Report Contents
Introduction.......................................................................................................................2
Question............................................................................................................................2
Method..............................................................................................................................2
Analysis.............................................................................................................................3
Design Patterns.............................................................................................................................3
Conditional Affordances................................................................................................................4
Dark Patterns................................................................................................................................5
Textual and Tone/Symbolic representation..................................................................................8
Discussion..........................................................................................................................9
Conclusion..........................................................................................................................9
References.......................................................................................................................10
1
, Introduction
This report delves into the complex interplay between commercial interests and user health through an
in-depth analysis of the affordances present in the Flo Menstrual Tracking App. Medical professionals
have always recommended tracking menstrual cycles in monitoring periods, predicting ovulation, and
avoiding or enhancing users’ chances of conceiving. Traditionally this practice would be tracked on a
written calendar or agenda, though such a practice has now fallen into the digital. This is due to “the
desire to capture menstrual cycle information on the go and in real-time has led to an increasing
demand for mobile health applications” (Eschler et al. 2019). Most menstrual tracking apps serve a
similar purpose of becoming a helpful tool that assists users in tracking their menstrual cycle and
making accurate predictions for them.
Nevertheless, with the Flo app having a premium version, questions must be asked about their
priority. User’s health? Or their commercial interests? Returning to the traditional cycle tracking,
irregularities or negative symptoms usually result in an individual consulting with a medical
professional. Though now, with the advanced tracking app, the irregularities are pinpointed, most
symptoms are normalized, or the app shows users articles from their “menstrual professionals.” The
only restriction is that users must purchase a subscription to understand their cycle better, and Flo
makes every effort to direct users there.
Question
Examining the design and cultural aspects behind the Flo Menstrual Tracking App’s interface, we can
fully understand the extent of commercial interests in user health. The report argues that through the
app’s design and features, Flo’s free version deliberately pushes users towards purchasing a premium
membership by making them believe they are receiving professional menstrual health advice.
However, this is attributed to the app’s design and affordances to commercialize health, undermining
the importance of seeking medical advice from actual healthcare professionals. This brings into
question to what extent are the affordances of the free version of the Flo Menstrual Tracking App
direct users into commercializing their health by buying the premium?
Method
The paper will conduct an Interface analysis through the walkthrough method, specifically focusing
on a designerly approach. The walkthrough method "is a way of engaging directly with an app's
2
