Flo Health

Reactivating users through design.

Designing product and marketing assets to support lifecycle campaigns, re-engage users and ensure consistency across growth touchpoints.

OVERVIEW

As part of the Growth team, my role was to design across key touchpoints supporting activation, retention and subscription, helping users reach value, re-engage, and convert to Premium.

Rather than designing isolated assets, I focused on creating consistent experiences across these touchpoints, ensuring users moved seamlessly from campaign entry to in-product interaction.

This contributed to more cohesive and engaging user journeys across product and marketing.

Re-engagement & Retention

KEY CONTRIBUTIONS

I supported lifecycle campaigns aimed at reconnecting with users who had dropped off or were close to subscribing.

This included designing assets across email and in-product surfaces to bring users back into the app and highlight relevant features.

Email → App banner → Feature screen

Feature Awareness & Engagement

To support ongoing engagement, I designed in-app banners and campaign visuals that helped users better understand the product’s value and discover relevant features.

Grid (2–3 columns):

  • banners

  • stories

  • UI cards

Subscription & Conversion

I contributed to campaigns aimed at encouraging users to upgrade to Premium, ensuring messaging and visuals were aligned across touchpoints and clearly communicated value.

  • Campaign → subscription screen

  • Premium upsell UI

CROSS-CHANNEL DESIGN

Designing across touchpoints

All assets were designed as part of a broader ecosystem, ensuring consistency across email, in-app and external channels.

Same campaign adapted across:

  • email

  • mobile UI

  • story

👉 This section = makes it feel like a system (without claiming it)

The focus was on maintaining a seamless user journey from first interaction to in-product engagement.

DESIGN GOALS

Create cohesive cross-channel experiences that feel seamless from campaign entry to in-product interaction

Design within existing systems and constraints to enable speed and scalability

Simplify complex and sensitive health content into clear, approachable visuals

Extend and adapt the brand across new formats and contexts

Balance engagement with trust, ensuring communication feels supportive, not intrusive

VISUAL LANGUAGE

Evolving the visual language

Working within Flo’s established brand, I explored how the visual language could be adapted and extended across different formats and environments, while maintaining consistency and trust.

IMPACT

1.
Supported lifecycle campaigns reaching millions of users across multiple touchpoints

3.
Contributed to re-engagement and feature awareness across key user flows

2. Delivered cross-channel design assets across email, in-app and marketing surfaces

4.
Helped ensure a cohesive and consistent brand experience across product and growth

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Outcome

This work supported a continuous stream of lifecycle campaigns, helping deliver consistent and engaging user experiences across touchpoints.

By aligning product and marketing surfaces, it contributed to a more cohesive journey from campaign entry to in-product interaction.

< Hublot

Continuity >