Designed by the New York-based design and technology company Work & Co, the chatbot, called Roo, can answer questions about health, bodies, relationships, and what kind of services Planned Parenthood provides. The purple interface is cheerful and friendly, and runs through what kinds of questions you can ask as well as informing you that everything said is confidential and private. The bot asks for a gender to better tailor answers (and includes five different gender options as well as the option to skip), and then the chat screen opens up.Because asking peers or adults these kinds of questions can be shame-inducing, the organization wanted to provide a nonjudgmental way for teens to have their questions answered privately.