Flo
Revolutionizing Women's Health and Wellness
Flo Health, a leading women’s health app with over 50M users, aimed to improve user retention, engagement, and accessibility while maintaining privacy and trust. As a Product UX/UI Designer, I worked on revamping core user flows, redesigning AI-driven health insights, and optimizing the cycle tracking experience to make the app more intuitive, inclusive, and data-driven.
Client
Flo App
Services
Mobile App Development, UX/UI Design, User Research, Mobile Experience, Data Visualization, Accessibility
Industries
Health & Wellness, FemTech
Date
Jan 12, 2021
Research & Discovery: To identify key pain points, I collaborated with data scientists, medical advisors, and user researchers to gather insights: User Behavior Analysis 📊 → Studied in-app analytics to understand where users drop off. Surveys & User Testing 👩⚕️ → Interviewed 100+ active users to gather feedback on pain points and feature gaps. Competitive Analysis 🔍 → Evaluated apps like Clue, Ovia, and Apple Health to benchmark best practices.
📌 My Role & Contributions: ✅ Wireframing & Prototyping – Created low-fidelity wireframes to map out content structure and high-fidelity prototypes to refine UI details. ✅ User Research & Insights – Conducted interviews with potential users to understand pain points and expectations. ✅ Visual Storytelling & UI Design – Developed a clean, trust-building design incorporating strong messaging, testimonials, and clear CTAs. ✅ Responsive & Mobile-Optimized Design – Ensured a seamless experience across all devices, addressing prior usability concerns. ✅ Privacy-Focused Design – Highlighted Flo’s commitment to data security and transparency to rebuild trust with users.
Key Features: ✔ Simplify the period tracking experience with better usability and predictive AI. ✔ Improve user engagement & retention through personalized health insights. ✔ Enhance accessibility & inclusivity for users with PCOS, irregular cycles, or fertility concerns. ✔ Strengthen privacy features to ensure user trust in sensitive health data.
Problem Statement: "How might we enhance the Flo app to improve user experience, refine its visual appeal, and increase engagement and conversions across all devices?"
🚧 Challenges: Unclear Value Proposition – The existing landing page lacked a concise message, making it difficult for visitors to understand Flo's offerings. Outdated Visual Design – The design did not align with modern aesthetics, potentially affecting user trust and appeal. Low Conversion Rates – Visitors were not effectively converting into app downloads or registered users. Mobile Optimization – The landing page was not fully responsive, leading to a suboptimal experience for mobile users.
💬 Interview Insights (User & Stakeholder Research): Through interviews with stakeholders and target users, key insights included: Desire for Personalized Content – Users valued tailored health insights and wanted the landing page to reflect this personalization. Trust and Privacy Concerns – Given past privacy issues, users sought clear information on data protection measures. Mobile Accessibility – A significant portion of users accessed the site via mobile devices, necessitating a responsive design.
Key Findings: 📌 Users found the cycle tracker overwhelming due to cluttered UI and too many manual inputs. 📌 Health insights were too technical, making it hard for non-medical users to interpret data. 📌 Privacy concerns were rising, with users wanting more control over sensitive health information. 📌 Onboarding was confusing, leading to low retention rates after first-time use.
Design Solutions: 1️⃣ Simplified Cycle Tracker with AI-Powered Predictions 🔹 Redesigned the main tracking interface to be cleaner, more intuitive, and mobile-first. 🔹 Introduced AI-powered cycle predictions, reducing manual input by 40%. 🔹 Added visual data representation (color-coded phases) to make it easier to track periods & symptoms. 2️⃣ Personalized Health Insights for Better Engagement 🔹 Developed a Smart Health Dashboard with daily cycle insights, symptom trends, and fertility predictions. 🔹 Improved content readability, ensuring medical information was clear, accessible, and actionable. 🔹 Increased engagement with bite-sized, interactive wellness tips based on the user’s cycle phase. 3️⃣ Privacy-First Design for Sensitive Health Data 🔹 Implemented a Privacy Lock (Face ID/Passcode) to secure health data. 🔹 Introduced anonymous symptom tracking, allowing users to log symptoms without storing personal data. 🔹 Simplified data permission settings, giving users better control over what’s shared. 4️⃣ Inclusive Design for PCOS, Irregular Cycles & Fertility 🔹 Designed custom tracking options for users with PCOS, postpartum recovery, or menopause. 🔹 Improved cycle predictions for irregular periods using AI-driven pattern recognition. 🔹 Integrated a more inclusive health education library, addressing diverse reproductive health needs.
🔄 User Flows: We designed user flows to ensure intuitive navigation: Homepage → Features Overview → Download App Homepage → User Testimonials → Download App Homepage → Privacy Policy → Learn More
🔍 Usability Testing Results: Post-launch usability testing revealed significant improvements: Increased Engagement – Users spent more time on the landing page, indicating enhanced interest. Higher Conversion Rates – There was a notable increase in app downloads directly from the landing page. Improved Mobile Experience – Mobile users reported a more seamless and enjoyable browsing experience.
Final Impact: 📈 30% increase in daily active users after the UI revamp. 📉 40% reduction in manual tracking due to AI-powered cycle predictions. 🔒 60% more users activated privacy features, improving trust in data security. 📊 User retention improved by 25%, driven by better onboarding & personalized insights.
Final Thoughts: Working at Flo Health gave me deep experience in designing for health tech, balancing AI-driven insights with user-friendly design, and prioritizing privacy in sensitive digital experiences. By blending UX research, data-driven design, and accessibility, I helped create a more intuitive, inclusive, and secure platform that empowers millions of users in their health journeys.
Outcome: User Trust Matters: Building privacy-first features helped strengthen user confidence in Flo Health’s platform. Simplicity Wins: Reducing friction in the tracking experience improved engagement and long-term retention. Personalization Drives Retention: The more tailored the insights, the higher the user engagement.