The app has been designed around insight into what women feel as well as what works for them, as well as why they feel that way. This has involved collecting data from across customer touch points – the app itself, social media, regular surveying, online focus groups, reviews, etc – in order to design the features, content, product roadmap and PR strategy.
Privacy-by-design has been built in to ensure users have 100% trust in Clementine, which is essential given the stories that are being shared. As a result, some features have not been launched because of the potential risks associated with the data, while certain business partners have been excluded for similar reasons.
The approach is community-first and this has resonated strongly with women using the app. Over 700 reviews have been left in the App store with a rating of 4.7 out of 5. Clementine has been Apple UK’s app of the day and was called “one of the seven apps every woman should own” by The Guardian.
The business has been bootstrapped by a small team of three women, yet has attracted £1 million in venture capital backing to scale the product. Data is at the heart of how the business is run and how the solution continues to be developed.
