Growth experiments at Flo Health

Narrative strategy, funnel experimentation, and cross-functional collaboration for a women's health app used by 75 million people

The team

I spent a year on Flo's web onboarding team. Our job: bring new users into the app through an onboarding flow, a series of questions women answer after clicking a paid ad on social, Google, or Meta. My focus was perimenopause and women trying to conceive.

My contribution

I crafted narratives for different perimenopause user segments, working with the growth team to see which ads were converting, using UXR data to understand user mindset, then building onboarding questions that met women where they were. The goal was a full narrative journey, from ad click to subscribe. I also ideated and ran experiments to optimize that journey and bring more women into the funnel.

Experimentation

One of the most impactful experiments I worked on was the Peri Timeline, a feature where an algorithm places a user in her perimenopause journey based on how she answers a set of questions.

We ran several iterations, each driven by changes to the content and narrative, using experimentation data to guide what we tried next. The winning iteration drove an uplift in conversion.

Role Senior Content Designer, Flo Health | Collaborators Senior Product Designer, Senior Product Manager, Medical Advisor, Lead Research Scientist