Kathryn Morrisby is a journalist, copywriter, and total word nerd. If she’s not researching and writing about the latest social and cultural trends or creating crisp copy for small but brilliant brands, you’ll find her engrossed in clichéd Gen Y pastimes such as gardening, triathlon training, and fretting about her kids’ screen time.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Annie Chatwin is a user researcher at the menstrual tech start-up Emm. Her role involves taking the time to understand the user’s needs and hero them throughout the design journey. Her empathy-led research approach leads to fascinating insights into consumer requirements so the team can connect with consumers on a more meaningful level.

United Kingdom

Health and Fitness

Sexual health

Metro

Bristol Post

Statista

GlobeNewswire

Grand View Research

ActionAid

Sussex Chamber of Commerce

Dezeen

Gov.uk

Interview with Annie Chatwin conducted by the author

Bristol24/7

City to Sea

Emm, the world’s first smart menstrual cup, closely tracks flow volume, rate, and regularity to help users better understand their cycles, bodies, and reproductive health. How are people embracing a knowledge-is-power approach to their periods? And how can such tech close the gender health gap?