Understanding FemTech Affordances: Insights from an Analysis of Period and Fertility Apps

FemTech refers to rapidly growing female-oriented digital health solutions designed to enhance women's wellness. However, little is known about how FemTech is oriented to females or possesses distinct features from general digital health solutions. This study utilized a computational grounded theory approach to identify key affordances in FemTech apps. By conducting a topic modeling analysis of user reviews of Period & Fertility FemTech apps and having an interpretive analysis guided by the Affordance Theory, the study identified six primary affordances: instrumental, engagement, aesthetics, self-enhancement, community support, and partner support. The finding shows that most FemTech apps still focus on providing common affordances in most digital health apps, and there is a lack of clear evidence on gender-oriented design. We also highlight the partner support affordance as a unique affordance that are perceived by FemTech users. Further research plan and potential contribution of the study are discussed.