Clue

Clue / Next.js Web Platform

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Clue is the world's most popular women-led period and cycle tracking app, with over 100 million downloads and a 4.8-star rating. The platform combines health tracking with science-backed educational content, serving users across iOS, Android, and web.

Since 2021, Droxic has been part of the Clue development team. What started as maintaining and improving the existing website evolved into building an entirely new web application: migrating from Gatsby to Next.js, developing subscription and onboarding flows, and unifying the content site and product experience into a single platform.

01

Context & Problem

Clue's website started as a content hub: medically reviewed articles, blog resources, product information, and account access. It was built on Gatsby with a headless CMS, and over time had accumulated additional modules for podcasts, careers, subscriptions, and social login.

Meanwhile, the mobile apps (iOS and Android) carried the core product experience: cycle tracking, fertility prediction, personalised insights, and Clue Plus premium features. The website and the apps were two separate worlds.

Clue wanted to change that. The vision was a unified web platform that could deliver both the content experience and the product experience through a single site. That meant building a new web application from the ground up, migrating away from Gatsby, and gradually moving all dynamic functionality into the new system without disrupting the millions of users who relied on the existing site.

02

Project Gallery

Clue mobile screenshot 1
Clue mobile screenshot 2
Clue mobile screenshot 3
03

Our Solution & Technologies

Droxic started by maintaining and improving the existing Gatsby site: adding pages and features, improving performance, and optimising for SEO. Over time, as the partnership deepened, Clue entrusted Droxic with building the new web application from scratch, defining the architecture, selecting the tech stack, and establishing development practices that would scale.

The new web application was built on Next.js, replacing the Gatsby architecture. It handles user and partner sign-in and signup, onboarding flows, and subscription management for Clue Plus. The team is gradually migrating all dynamic functionality from the old site to the new platform, while keeping the existing article system stable during the transition.

Beyond the core platform, Droxic built several growth-oriented systems:

A partner system for onboarding B2B2C users, expanding Clue's reach through business partnerships. A voucher system to drive Clue Plus subscription conversions. And a Webflow integration that gives Clue's marketing team the ability to create landing pages quickly without developer involvement.

The team also integrated analytics and marketing tools across the platform, including Adjust, Google Analytics, Meta, and Taboola, giving Clue full visibility into user acquisition, behaviour, and conversion.

Technologies used

Next.js, Gatsby (legacy), Webflow, headless CMS, React, authentication and subscription systems, Adjust, Google Analytics, Meta Pixel, Taboola

04

Project Timeline & Team

Duration

4+ years

Team size

2

Droxic has been part of the Clue development team since 2021. The engagement started with website maintenance and feature development, and expanded into full ownership of the new web application architecture. Five years in, the team continues to build, migrate, and optimise the platform.

05

Impact & Results

The new web platform gives Clue a unified experience that brings together content, product features, and subscription management in one place. Users no longer have to switch between a content site and a separate app experience.

The Webflow integration has given Clue's marketing team independence, allowing them to launch campaigns and landing pages without waiting for development cycles. The partner and voucher systems have opened new acquisition channels for Clue Plus.

The gradual migration approach has kept the platform stable throughout the transition, with no disruption to Clue's existing user base of over 100 million downloads.