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MOBILE APP UX/UI DESIGN:

Flo

Women's health app

Flo is a reproductive health app for women with more than 36 million monthly users. They wanted a strategic design partner to help increase capacity and offer a new perspective on increasing the perceived value of their premium subscriptions. With retention in mind, Neuron worked with Flo’s product team to reimagine their reporting features, ultimately designing a dashboard that helps women understand and compare their cycle data quickly.

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Solving information architecture challenges

Flo’s existing Cycle Report feature sent users information about their cycle with a virtual assistant. In the early stages of our engagement we determined that the content was very valuable to users, but that the format could be improved. We replaced the existing virtual assistant chat experience with a dashboard to make the information easier to digest.

User interview discoveries

Through user interviews Neuron discovered that the language used was very clinical with lots of text and numbers and pretty hard to digest, so a key priority was making it more user friendly and visual. This meant graphs and illustrations were of high priority.

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Increasing user activity

Flo Health was losing users and wanted to find a daily update to capture user's interest and encourage checking the app regularly. After brainstorming a daily forecast feature including horoscopes, the weather report and moon phases was developed.

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Discovery,  research, and iterative design

In our research phase Neuron met with a fertility doctor Lusine Aghajanova, MD, phD, FACOG who helped to ensure that the app was less consumer focused and instead more focused on the key medical takeaways.

 

This resulted in data relating to health taking prevalence over other features such as weather reports, horoscopes and moon phases and was the birth of the one page easily glanceable summary, which could be taken directly to a doctor.

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Monetizing advanced features

As part of our partnership, we were tasked with helping monetizing some of the app's most valuable features, particularly the Cycle Report. We were able to increase subscriptions to the paid version of Flo by focusing on improving the value that reports such as this provided, instead of relying on superficial conversion optimization methods.

 

We updated the design to make it easier to compare previous cycles and gain insights into how long a users cycle typically lasts. For example, when a dot on the graph is tapped, an indication of how many days her cycle or period was during the associated cycle, appears above.

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Helping users make sense of data

The new Cycle Report provides a benchmark for users, so they can see how heir health data compares with all Flo users in their age group who log their period, cycle, symptoms, and activity in Flo.

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Getting more for free—mium

By drastically increasing the data and insights that users can access for free from their cycle report, users were able to better understood the value that the Flo app could provide. This piqued women's interest in learning even more about their cycle, and encouraged them to subscribe.

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Summarizing and visualizing data

Throughout the cycle report, we introduced graphs and chart so users could visually correlate how their reported symptoms relate to the phases of their cycle, by pulling out patterns found in the data. Insights like this help users predict and prepare for future symptoms with increased accuracy.

Providing actionable insights

Wherever possible, the user is made aware of what their data means, such as possible root issues behind patterns of symptoms and their timing.

Conclusion

Through Neuron’s adaptable and iterative design process FLO’s active users grew by 10 million, from 33 to 43 million. The client was so pleased with the outcome, that they came back to us as a strategic partner to work on their new app Women AI.

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Next up

City of Everett