How women’s health app Clue uses jobs to be done for product success

Insights Unlocked

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Show Notes

Podcast Episode: Understanding User Needs with Rhiannon White, Chief Product Officer at Clue

In this episode of the Insights Unlocked podcast, host Kerry Johnstone from UserTesting sits down with Rhiannon White, the Chief Product Officer at Clue, a women's health app with over 10 million users globally. Rhiannon shares her journey from political marketing and roles at BBC to leading product development at Clue, offering a unique perspective on how diverse experiences shape great product leadership.

Key Themes:

• Career Journey and Curiosity About People: Rhiannon discusses her eclectic career and the common thread of curiosity about human behavior that has driven her work. Whether in marketing or product management, understanding people’s needs, problems, and desires has been central to her approach to creating successful user experiences.
• Bringing Insights to Product Leadership: Rhiannon shares a key moment in her career when she realized that shipping products was not enough—she needed to bring deeper insights to the table. By reconnecting with her passion for user research, she now spends time every week directly interviewing customers, a practice she refers to as her “Friday treat,” to stay grounded in the user experience.
• Jobs to Be Done Framework: One of the focal points of the conversation is how Clue uses the “Jobs to Be Done” framework to guide product decisions. Rhiannon explains how Clue’s users have four core needs: trust, orientation (understanding what's happening to them), empowerment (knowing what actions to take), and comfort (feeling connected and not alone). These “jobs” help the team at Clue prioritize product features that address real user pain points and deliver meaningful value.
• Understanding Subjective User Needs: An interesting revelation from the framework was the subjectivity around accuracy, where users with highly regular cycles might have different perceptions of accuracy compared to users with irregular cycles. This insight has helped Clue refine its product approach, ensuring that the app remains valuable to a wide range of users.
• Combining Emotional and Functional Needs: Rhiannon discusses how Clue integrates emotional needs, like trust and comfort, with functional aspects of the product. She gives examples of product features, such as pain tracking, that help users feel validated and connected while also providing actionable insights to improve their health management.
• User Research as an Ongoing Practice: Instead of thinking of research as project-based, Rhiannon stresses the importance of continuous user research. This iterative approach, including fast unmoderated testing, allows Clue’s team to keep refining and improving their product without slowing down development.
• The Role of AI and Human Connection: While AI is seen as a useful tool for processing data, Rhiannon emphasizes the irreplaceable value of direct human connection in product development. She advocates for staying close to users and cautions against over-relying on abstracted data or tools that disconnect product teams from real user emotions and experiences.