Research & Insights

To build a rapport & investigate user needs within the current menopause journey, my research consisted of speaking with women and men about their menopause experiences, conducting and analysing digital surveys, observing online and in person support groups, and connecting with various stakeholders across the menopause landscape.

There are numerous problems that exist within the current menopause journey; however, my focus was drawn from a clear need for earlier intervention.

The problem: Menopause is invisible.

Society is not prepared for when menopause emerges as there is significant lack of early exposure; it's invisible. We need to emphasise menopause earlier to make individual journey’s more streamlined for all who experience it. Focus groups and interviewees confirmed invisibility is due to:

Poor universal understanding

Poor education earlier in life has resulted in many people being unaware of the signals of perimenopause. Last year, 2.2 million women in the UK were perimenopausal, yet 46% were unaware of what it meant. Women have shared experiences of disregarding symptoms due to young age, passing it off as something else, or silently enduring problems as they believed this was best for society. Essentially, menopause needs a universal understanding and more conversations regarding its impact on a wider network.

Limited and divided access to care

Menopause care is seen as a postcode lottery as training is not mandatory amongst GPs which prolongs confirmation. As a result, many women are left to self-diagnose or rely on other women for information. Diagnosis alone doesn’t necessarily provide clarity on symptom management as what works for one woman may not be universal. Socio-economic hierarchy diminishes equitable access to care, so many women are left searching for answers in the overwhelming sea of information, which can be distressing. 

Stigma set by society

Self-directed ageism towards a perceived societal transition prolongs acceptance of a natural part of midlife. Therefore, menopause needs rebranding as a catalyst for self-betterment. 

The solution: Making menopause visible.

My two main approaches were to target pre-perimenopausal women and include elements of humour in my service where appropriate:

1. Many menopause services exist for those looking. Perimenopausal women that haven’t made the connection yet won’t be looking, meaning symptoms may have taken a deeper effect. Therefore, I added my own stage to the menopause journey as it should be recognised with the same level of importance, pre-perimenopause (35-40). By planting the menopause seed sooner, we can leverage existing services earlier with a hope of reducing perplexity for when symptoms do arise. The dilemma is that younger women see the menopause as an older woman’s problem so the topic is not on their agenda to think about in their 30s. The challenge is to tackle this dilemma and make younger women aware by creating a beneficial incentive, sparking curiosity in the symptoms and possible treatments. Or, develop a series of prompts, discreet designs and information that people can arm themselves with ahead of time.
2. With menopause needing a rebrand to reduce stigma, incorporating humour can be a powerful tool in creating more positive environments for open discussions, and even alleviating some symptoms.

Design

Just, Pause is a wellness brand providing accessible educational and preparatory resources for pre-peri and perimenopausal individuals. 

Just, Pause symbolises a moment for mindfulness, to gain clarity on the journey ahead, and to prioritise wellbeing. It exists to create real change by empowering women to form stronger connections with themselves and the people around them – to recognise what is happening and moving forward with a positive mindset.

In the first instance, we provide non-invasive, but necessary interventions in the lives of pre-perimenopausal women to emphasise the importance of early menopause

awareness. These interventions direct women to our central product line - the Peri Pack and a portfolio of communication aids - which, as a service in its entirety, encompasses our overall goal of positively repositioning menopause in society.

With a range of early awareness cues, digestible resources, and a growing community, the components of Just, Pause all fit under the umbrella of positive perception & preparation, and all strive to spotlight the brand vision: To create equitable opportunity for every individual to manage their menopausal journey.

Early exposure

Based on focus group discussions, a key requirement is raising awareness of early symptom onset. Just, Pause aims to do this by scattering exposure over different touchpoints, clinical and commercial, to reach a wider audience.

• HCP consultations: Healthcare professionals have more authority when planting the seed. Smear testing and contraceptive consultations seem viable scenarios to implement initial discussions or handouts from the age of 35.
• Collaborations with women's health & wellbeing products: As period irregularity is one of the first signs of perimenopause, by using existing product packaging to integrate conversation, we can extend awareness and reach a wider market through non-intrusive means by normalising the transition. Similarly, femtech products that focus on the tracking and formulating of menstrual patterns would be seen as reliable sources through their extended use. The integration of AI could recognise early connections to menopause based on relevant logged symptoms and age, and subsequently inform individuals.

Peri pack

The central product of Just, Pause is an educational toolkit containing the preliminary resources, care, and know-how information to deal with perimenopausal changes with reduced ambiguity. Similar to a mum-to-be pack, the peri pack contains a symptom checklist, holistic information guides, branded complementary goodies, and try-before-you buy samples of products that alleviate symptom effects whilst reducing the cost of finding what works for you.

As every individual requires different forms of treatment and management, it is important to include guides encompassing tips for a range of different methods of alleviation. Here are 3 as an example:

•      Peripause 101

•       Nourish & Flourish

•       Let’s get moving!

These guides offer reassurance by informing, preparing, and encouraging women towards healthier lifestyles. It provides power of choice through improved access.

Communication Aids 

Laughing together creates a positive bond which relieves stress and diffuses disagreements in relationships. Just, Pause offers a range of additional small, separately sold products that reinforce positivity by encouraging communication through fun interventions:

• Partner guide: Partners are often left in the dark, unable to comprehend women's experiences when women themselves are unaware. Just, Pause offers a partner guide with approachable education, using upbeat language to reframe sensitive issues and promote open discussions to nurture stronger relationships.
• Menopause playing cards: I wanted to create a method of educating people about the symptoms and what women go through in a fun, inclusive way. When considering all associated symptoms, 52 playing cards seemed beneficial. With relatable illustrations and humorous anecdotes, I hope to promote positive interactions, encourage empathy and acceptance. I have renamed some of the classic games e.g., you’re so snappy (snap), avoid the flush (chase the ace), and I’ve got no patience (patience/solitaire).
• Fun fans: When it comes to menopause, the ultimate cliché is a woman fanning herself, having a hot flush. With a bit of light-heartedness, we believe that to break a taboo, you have to own it. We’re reclaiming the hand fan as a symbol of empowerment and an act of positive expression.

Impact

Just, Pause has 3 unique selling points in creating value: tangibility, brand language, brand position. This is highlighted through the impact it made on my product testing group. (See video below) 

Designed, empowered, and inspired by women; at Just, Pause we champion the social movement of positively repositioning menopause in society by ensuring that this generation of women feel better supported and understood at this pivotal time in their lives through enriched awareness, access, and expression.

Where premature menopause education has previously been neglected, our motto is be informed, be ready, be healthy. We’re devoted to promoting menopause as a time for self-betterment and demonstrating that lives should not come to a standstill during a normal chapter of womanhood. Instead, we encourage women to just pause, reflect, and continue through life empowered with the knowledge they need to take charge of their health.