Flo Health
Reactivating users through design
Creating a scalable email framework to re-engage users and ensure brand consistency across growth campaigns.
OVERVIEWAs part of Flo’s Growth team, I designed a new modular email system to boost user activation and retention. The goal was to reconnect with users who had previously been Premium, or were close to subscribing, while keeping the visual language consistent with Flo’s brand.
THE CHALLENGE
The existing email flow lacked coherence and scalability. Each campaign was designed in isolation, resulting in visual inconsistencies and duplicated work. We needed a flexible structure that could adapt to different types of content — from personalised data and health insights to promotional messages — while maintaining brand clarity and emotional warmth.
OBJECTIVES
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Improve activation for users close to conversion.
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Re-engage inactive or former Premium users.
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Simplify content production for the Growth and CRM teams.
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Create reusable templates aligned with Flo’s visual identity.
PROCESS1. Audit & Research
I began by reviewing the existing email campaigns and running a competitor analysis, looking at tone, structure and visual patterns. This helped identify inconsistencies, hierarchy gaps, and opportunities to improve clarity and coherence across templates.
Screenshot of some of the email research and competitor analysis
2. System Thinking
I created a modular email design system built around reusable components — headers, insight sections, data cards, and call-to-actions — that could easily adapt to different campaign needs. Each element was designed with Stripo implementation in mind, ensuring feasibility from the start. All components were created in Figma, responsive for both mobile and desktop, and optimised to be later built in Stripo (a tool similar to Mailchimp).
Email - UI Kit
3. Data Visualisation & Content Representation
Based on the content we needed to communicate, the key challenge was translating health and behavioural data into visuals that felt clear and approachable. I developed 18 email templates, each built from interchangeable components that could adapt to different types of information. To avoid repetition, I played with layouts and structure to keep each template fresh while staying on-brand. I used light colour accents, iconography and subtle motion details to make the information more intuitive and engaging.
Email templates with interchangeable components
4. Collaboration & Stripo implementation
Working closely with Marketing and CRM teams, I defined a scalable structure that could be built in Stripo and easily updated by non-designers. I ensured consistency across clients (Gmail, Apple Mail, Outlook) and validated rendering for both light and dark modes.
Screenshot of email being implemented in Stripo
DESIGN OUTCOMEThe result was a modular email system with templates for educational content, promotions, reactivation flows and wellbeing insights. Each template was visually coherent and easy to customise, with a clear hierarchy, accessible typography and a warm, minimal visual tone. All components were designed to be fully compatible with Stripo’s constraints and rules, ensuring smooth implementation.
IMPACT40% reduction in production time for new campaigns
Increased open rates and CTR across reactivation and activation flows
Higher email-to-app return rate among previously Premium users
More consistent rendering across email clients (Gmail / Apple Mail / Outlook)
Enabled faster test-and-learn cycles for Growth and CRM
Provided a scalable foundation for personalised, data-informed communication