Engagement & Retention project | Flo

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Engagement & Retention project | Flo

Understand Your Product

About Flo

Flo is a comprehensive, AI-powered health app designed to empower women at every stage of their reproductive journey, from their first menstruation to menopause. With its primary functionalities including personalised cycle predictions, fertility and general health insights, and community-driven discussions, Flo breaks taboos while fostering open dialogue. Backed by medical professionals, the app delivers evidence-based health information while prioritising user privacy and security.

Offering tailored experiences based on user goals—such as cycle tracking, pregnancy planning, or health monitoring—Flo provides both premium and free versions. Features like symptom tracking, health insights, and interactive graphs enhance the user experience. Trusted by over 380 million users worldwide, Flo has become a go-to platform for women to better understand and manage their health.

Core Value Proposition (CVP):

Empowering women at every stage of their reproductive journey through personalized health insights, cycle tracking, and community-driven support.

Cycle Tracking & Planning: Flo simplifies cycle management with AI-powered predictions, helping women feel confident about their health.
Breaking Taboos: Through anonymous conversations and community discussions, Flo encourages open communication about sensitive health topics.
Health Empowerment: By combining medical expertise with an intuitive interface, Flo equips women with the tools to understand their bodies better and make informed decisions.

Flo is more than just a health tracker—it's a comprehensive platform for women’s health and well-being, seamlessly blending technology, privacy, and medically-backed insights into an experience that users trust and value.

How do Consumers experience the core value prop?

Feature	Free Version	Premium Version
Period and Ovulation Predictions	Provides predictions for upcoming periods, ovulation, and fertile days based on user-inputted period dates	Offers advanced insights into cycle patterns, helping users understand the signs and symptoms experienced throughout the month
Symptom Tracking	Allows logging of over 80 symptoms and events to monitor health and well-being	Includes a Symptom Checker for self-assessment of symptoms related to conditions like polycystic ovary syndrome and endometriosis, providing reports to share with healthcare professionals.
Custom Reminders	Enables setting reminders for period start, ovulation, medication, birth control, and habit tracking.	Included as in Free, with potential for more advanced or tailored options
Secret Chats	Access to anonymous community discussions on various female health topics.	Available as in Free.
Anonymous Mode	Provides access to the app without sharing identifiable information, ensuring complete privacy.	Same as free version but integrates better with personalised premium features to maintain user privacy.
Partner Mode	Basic functions to share cycle information with a partner, offering medical insights and tips.	Provides daily updates on your cycle, fertility insights for conception, and pregnancy progress tracking to foster teamwork and support.
Health Assistant	Not available.	Unlimited access to the virtual Health Assistant for personalised insights on how the cycle impacts mood, energy, skin, and fitness levels.
Educational Content	Limited access to articles and resources.	Full access to video courses, articles, and audio content led by over 100 health and medical experts.
Personalised Health Report	Not available.	Analyse symptom patterns, cycle lengths, and more with tailored insights. Flo Premium creates comprehensive summaries of your logged data, helping you identify potential health concerns and easily share detailed reports with your doctor.

How Clinicians Experience the Core Value Proposition

Flo doesn’t just empower users but also provides valuable support for clinicians by enhancing patient interactions and decision-making processes. By offering access to comprehensive, accurate, and secure user health data, Flo bridges the gap between users and healthcare professionals, facilitating informed consultations and better outcomes. Here's how clinicians benefit from Flo:

Core Value Proposition	Clinicians
Enhancing Patient Engagement	Helps clinicians better understand patient symptoms and cycles through detailed user health reports, facilitating more informed and targeted consultations.
Streamlined Data Sharing	Personalized reports generated by Flo users can be shared directly with clinicians, saving time in collecting patient history.
Informed Decision Making	Provides clinicians with access to accurate and organized data on patient health trends, aiding in evidence-based recommendations.
Privacy and Security	Ensures that patient-shared data is handled with the highest privacy and security standards, enhancing clinician trust.
Building Patient Trust	Empowers clinicians to offer personalised guidance, improving patient satisfaction and building stronger doctor-patient relationships.

Flo's natural frequency of usage

Understanding the natural frequency of users interacting with Flo helps identify how the app integrates into their lives based on their needs and goals. From basic period tracking to advanced health insights and community support, Flo caters to every stage of a woman’s reproductive journey, making it an indispensable tool for some and a convenient aid for others.

User Type	Frequency of Usage	Primary Features Used	Reason for Engagement	Benefits Experienced
Casual Users	1-3 times per month	Basic period tracking, reminders, and cycle predictions.	These users use Flo primarily to track their menstrual cycle, set reminders for period dates, and occasionally log symptoms.	Helps maintain basic awareness of menstrual health, ensures they are prepared for upcoming periods, and supports planning around their cycle.
Core Users	1-2 times per week	Symptom tracking, health insights, fertility predictions, and reminders.	Core users are actively managing their reproductive health, logging symptoms, and seeking regular insights about their health and fertility.	Gain actionable insights into health patterns, predict fertility windows, and manage their lifestyle proactively with reminders and interactive tools.
Power Users	Daily or 3-5 times per week	Advanced features like personalised health reports, secret chats, fertility tracking, pregnancy planning, and community discussions.	Power users are deeply engaged with Flo, using it to actively track symptoms, interact in community discussions, and utilise tailored health reports. They may be trying to conceive, pregnant, or actively managing their health goals.	Receive detailed, personalised reports, connect with a supportive community, and track progress toward fertility or pregnancy goals. The app becomes an essential part of their daily routine.

Engagement Framework for Flo

Since the engagement framework should prioritise the parameter that allows users to experience the CVP most effectively, let’s first revisit Flo’s CVP and assess which framework better aligns with delivering it.

Selection Parameter	Meaning	Evaluating Metric	Selection
Breadth	The core value proposition is better utilised through diverse feature usage	Number of distinct features used (e.g., health reports, community)	Yes – Primary
Depth	Time/money spent engaging with core and additional features	Total time/money spent per session; Frequency × Time/money	Yes – Secondary
Frequency	How often the product/core feature is used?	Number of active days per month	No

Breadth as the Primary Framework for Flo

Why Breadth? Breadth in engagement framework is about leveraging the adjacent features of a product to enhance the overall experience of the core value proposition (CVP). Just like Apple’s ecosystem, where using multiple products (e.g., iPhone, Mac, and Apple Watch) amplifies the overall value, Flo’s ecosystem of features ensures that users gain a holistic and enriched experience when they use the product as a whole.

For Flo, users start with one primary feature—such as cycle tracking—but the true potential of the app is realised only when they also engage with complementary features like health insights, community discussions, symptom logging, and partner mode. These features work together to amplify the CVP and make Flo a comprehensive health solution rather than just a period tracker.

Depth as the Secondary Framework for Flo

Time Investment:
Depth measures the time users spend engaging with various features. This can include reading articles, interacting in the community, or analysing health reports.
By encouraging users to spend more time on high-value activities, Flo increases user satisfaction and perceived value, leading to better retention.

Multiplying Impact of Breadth:
As users explore more features (Breadth), they are likely to spend more time on each. For example, a user who only tracks periods may spend 5 minutes/month, while a user exploring symptom patterns and health insights may spend 30-40 minutes/month.

Converting to Premium:
Depth also drives revenue, as users who spend more time are more likely to see value in premium features like advanced reports or partner modes.

Now, why is Frequency not Selected as the engagement framework?

While maintaining regular usage is essential, Flo's primary actions (logging periods, tracking symptoms) are inherently tied to biological rhythms. Attempting to increase Frequency unnecessarily may feel unnatural or forced. Instead, focusing on how deeply users engage during their interactions makes more sense.

Defining Flo’s Active Users

Actions that make someone an active user:

Logs periods, symptoms, or fertility-related data.
Engages with personalized health insights and reports.
Accesses educational content or community discussions.
Consistently tracks cycle patterns or other health trends.

The Natural Frequency of an Active User:

Casual: 1-3 times a month
Core: 1-2 times a week
Power: 3-5 times a week

Customer Segmentation

Persona based segmentation

Persona-based segmentation focuses on categorizing users based on their unique characteristics, motivations, and needs, helping tailor the app’s features and content to provide a more personalized experience.

Criteria	ICP 1	ICP 2	ICP 3	ICP 4	ICP 5
Who are they/Name	Young women focusing on holistic health	Women planning to conceive	Pregnant or New moms	Women Navigating Menopause	Women Managing PCOS/Irregular Cycles
Age	22-35 years	27-38 years	25-34 years	45-55 years	18-35 years
Demographics	Urban, Tier 1 and Tier 2 cities	Urban, Tier 1 and Tier 2 cities	Urban, Tier 1 cities	Urban, Tier 1 and Tier 2 cities	Tier 1, Tier 2, and Tier 3 cities
Occupation	Professionals, entrepreneurs	Professionals or homemakers	Stay-at-home moms or part-time professionals	Homemakers, professionals	Students, homemakers, and professionals
Income	₹5-25 LPA	10-30 LPA	₹8-18 LPA (Household income)	₹15-35 LPA	₹3-20 LPA
Relationship status	Single or in a relationship	Married	Married	Married or divorced	Single, married, or in a relationship
Where do they spend time?	LinkedIn, Instagram, health apps, wellness blogs, YouTube	Parenting blogs, Instagram, health apps, fertility forums	Parenting forums, Instagram, fitness apps, YouTube	Menopause forums (e.g., Reddit, Facebook), health blogs	YouTube, Instagram, online health forums
Where do they spend money?	Fitness clubs memberships, nutritionists, Wellness apps, yoga subscriptions, fitness products	Fertility treatments, ovulation kits	Postpartum fitness programs, baby products, Prenatal yoga, Lactation support	Health check-ups, supplements, yoga classes, menopause treatments	Doctor visits, Acne treatments, specialized diets, fitness classes
Need or the "Why" behind using Flo	Track cycles, maintain overall health amidst busy lives	Fertility planning and managing conception stress	Postpartum recovery and emotional support	Comprehensive menopause guidance	Regularizing cycles and improving fertility health
How did they discover Flo?	Social media ads, word of mouth, influencers	Google search, word of mouth, social media ads	Referrals from hospitals, parenting blogs, Influencer moms	Health articles, Google search	Social media ads, referrals
Features that they value the most	Cycle tracking, health library, symptom logs	Ovulation tracking, cycle reminders, flo for partner	Postpartum insights, Raising a Baby guide, fellow moms community, pregnancy tracker & guide	Menopause insights, symptom tracking, Secret Chats space	Symptom tracking, PCOS-focused resources
Time spent on the platform	5-10 minutes, daily	10 minutes, daily during fertile windows	10-15 minutes, several times a week	5 minutes, weekly	5-10 minutes, weekly
Pain Points	Fragmented health tracking	Difficulty in conceiving, lack of reliable resources, stress	Uncertainty about fetal development, managing nutrition, and finding reliable pregnancy resources, difficulty tracking recovery, baby milestones, and lack of emotional support.	Hot flashes, mood swings, and lack of menopause guidance	PCOS symptoms like weight gain, acne, irregular cycles
Solution	User-friendly cycle tracking, health insights	Fertility tracking, expert help	Week-by-week pregnancy tracking, expert content, community support, and a virtual health assistant	Menopause-focused health advice, expert content, community support	Specialized PCOS trackers and diet recommendations
Perceived Value of product	All-in-one health management tool	Reliable fertility guide	Pregnancy companion, holistic support for recovery, baby health monitoring, and mental well-being	Menopause navigator	A tailored PCOS health tracker
Value Accessibility to product	High - App is easy to integrate into busy schedules	High - Addresses critical planning challenges	High - Offers insights and community support	Medium - Limited menopause-focused alternatives	High - Focuses specifically on PCOS management

Usage based segmentation

This segmentation aligns with the natural frequency and intensity of app usage, helping identify how deeply users are engaged with the core and adjacent features.

Feature	Casual	Core	Power
Frequency of Use	1-3 times/month	1-2 times/week	Daily or 3-5 times/week
Features Used Most	Basic period tracking, reminders, and cycle predictions.	Symptom tracking, health insights, fertility predictions, and reminders.	Advanced features like personalised health reports, secret chats, fertility tracking, pregnancy planning, and community discussions.
GMV Contribution	Low	Medium	High
Common Sentiments	- “I just want to keep tabs on my cycle." - Basic functionality is sufficient	- “I need reliable predictions and insights for health and fertility." - Balanced use of features	- “Flo is my go-to app for everything health-related." - Deep reliance on premium features
Money Spent Monthly on Health	Minimal	Subscriptions to apps like Flo	Gym memberships, premium health consultations
Time Spent on App	<5 minutes per session	10-15 minutes per session	30+ minutes per session
Challenges Faced	- Sometimes lack motivation to log consistently - Unclear benefits of using other features	- Balancing time for consistent tracking - Understanding symptom correlations	- Information overload from multiple features - High expectations for personalized recommendations
Preferred Features	- Period predictions - Reminders	- Symptom patterns - Fertility window tracking - Community content	- Advanced analytics - Doctor-ready reports - In-depth health insights
Goals for App Use	- Track periods accurately	- Monitor health trends and fertility planning	- Achieve holistic health understanding - Optimize fertility and pregnancy journeys

Products/Features Used

Segmenting users based on the features they utilise (e.g., cycle tracking, fertility insights, health reports) allows us to understand which functionalities drive engagement and retention.

Feature Category	Primary Users	Features Included	Goals for Usage	Engagement Level	Challenges Faced
Cycle Tracking	Women seeking to monitor menstrual health and predict periods.	- Period logging - Cycle predictions - Symptom tracking - Reminders	- Accurate period predictions - Understanding menstrual patterns - Managing PMS symptoms	High	- Inconsistent logging - Interpreting cycle irregularities
Fertility Tracking	Women planning to conceive or monitor fertility health.	- Ovulation predictions - Fertility window tracking - Basal body temperature logging - Cervical mucus tracking	- Identifying optimal conception times - Monitoring fertility health - Planning for pregnancy	Medium	- Requires daily tracking - Understanding fertility indicators
Pregnancy Tracking	Expectant mothers monitoring pregnancy progress.	- Weekly fetal development updates - Pregnancy symptoms logging - Health insights for each trimester - Due date calculator	- Tracking baby's growth - Managing pregnancy symptoms - Preparing for childbirth	Medium	- Information overload - Anxiety over symptom significance
Health Insights & Reports	Health-conscious women seeking personalised health information.	- Personalised health reports - Symptom analysis - Video courses and expert content - Cycle patterns analysis	- Gaining deeper health insights - Educating on reproductive health - Identifying health trends	Medium	- Interpreting complex data - Applying insights to daily life
Community & Support	Users seeking peer support and shared experiences.	- Secret Chats - Anonymous mode for privacy - Community polls and discussions - Access to health experts	- Sharing experiences - Gaining emotional support - Learning from others' experiences	Medium	- Ensuring privacy - Navigating diverse opinions
Reminders & Notifications	Users desiring assistance in maintaining health routines.	- Medication reminders - Birth control logging and reminders - Water intake reminders - Lifestyle tips notifications	- Adherence to health routines - Preventing missed medications - Encouraging healthy habits	High	- Notification fatigue - Over-reliance on reminders
Partner Mode	Couples seeking shared involvement in reproductive health tracking.	- Shared cycle and symptom information - Educational content for partners - Collaborative health planning	- Enhancing partner support - Joint health decision-making - Improving relationship communication	Low	- Privacy concerns - Partner's engagement level

Revenue Generated

Segmentation into free users, occasional premium subscribers, and long-term premium users helps differentiate value from a monetisation perspective.

Plan Subscribed	Description	Key Features Used	Any other spendings on Health	Willingness to Pay	Barriers to Conversion	Engagement Level
Free Plan	Users relying on free features for basic health tracking.	- Cycle tracking - Period reminders - Basic symptom logging	Minimal spending on health. - Basic health products like pain relievers or multivitamins (₹200–₹500/month). - Relies on home remedies and free resources.	Low to Medium	- Lack of perceived value in premium - Financial constraints	Low
Free Trial	Users testing premium features for 14 days, exploring advanced functionalities.	- Personalized health reports - Partner mode - Advanced symptom insights	- Occasional teleconsultations (₹500–₹2,000/visit). - Fitness classes or mental wellness apps. - Limited spending on yoga or meditation.	High	- Uncertainty about long-term value - Not convinced about paying after the trial ends	Medium (High during trial period)
Monthly Plan (₹1,449/month)	Users subscribing for short-term needs like fertility tracking or pregnancy planning.	- Fertility and pregnancy tracking - Personalized health reports - Community discussions	- Regular gym memberships (₹1,000–₹3,000/month). - Health trackers or wearables. - Organic food or personalized supplements.	Medium	- Preference for short-term commitments - Cost perception for recurring payments	Medium
Yearly Plan (₹5,900/year)	Users committed to comprehensive health tracking and insights for long-term benefits.	- Full premium features - Exclusive content - Partner mode integration	- Premium fitness memberships (₹10,000–₹15,000/year). - Wellness retreats or advanced health devices. - Focus on long-term health investments.	High	- None for most, but some may hesitate due to upfront costs	High
Family Plan (₹7,900/year)	Users subscribing for group usage, ensuring multiple members benefit from premium features.	- Multi-user access - Shared progress tracking - All premium features for each member	- Shared family gym memberships. - Family medical insurance (₹20,000+/year). - Preventive care and holistic health programs.	Very High	- Initial setup complexity for family members - Cost perception for larger group plans	High

Product hook and engagement campaigns

By addressing unique user needs, promoting under utilised features, and encouraging consistent app usage, these campaigns aim to build loyalty, increase retention, and solidify Flo’s position as a comprehensive health companion. The following table outlines the key campaigns, their objectives, and strategies to achieve meaningful engagement.

Campaign Name	Segmentation	Goal	Pitch	Offer	Channel	Frequency & Timing	Metrics to track	Why This Campaign?
Cycle Sync Challenges	Casual and Core Users	- Achieve a 25% increase in cycle tracking consistency - 15% boost in daily log-ins over one quarter	"Join our exclusive Cycle Sync Challenge! Log your cycle data daily for 14 days and unlock premium insights."	Free 1-month premium access for top participants	Push Notifications, Email, Social Media	Monthly & Beginning of every month	1. Consistent cycle logging throughout the challenge duration. 2. Growth in Daily Active Users (DAU) engaging with the challenge. 3. Percentage of users completing the challenge and returning post-challenge for continued app usage. 4. Click-through rate (CTR) on challenge-related notifications and emails. 5. Retention rate among challenge participants compared to non-participants.	This campaign will motivate users to develop a consistent cycle-tracking habit by gamifying the process, encouraging long-term engagement with Flo's core functionality. It would also create a structured routine that aligns with user health goals while driving daily app interactions.
Health Insights Festival	All User Segments	- Achieve a 25% increase in premium feature adoption. - Boost symptom tracking activity by 15%.	"Join Flo's Health Insights Festival! Exclusive access to expert-led workshops, premium health tips, and tools to understand your health better. Don't miss out!"	- Free health report personalized to your logs. - Discounted premium subscription for attendees. - Exclusive guidebook for workshop participants.	- In-app banners and push notifications. - Email campaigns targeting inactive and partially engaged users. - Social media	- Bi-annual event. - Align with global health awareness campaigns (e.g., World Health Day, Breast Cancer Awareness Month).	- Number of workshops attended. - Percentage increase in symptom tracking feature usage. - Premium upgrades post-event. - Number of health reports downloaded.	Encourages users to engage with Flo's underutilized features by tying them to a larger cause like Health Awareness Days. This approach not only enhances user interaction with advanced features but also reinforces Flo’s position as a trusted health partner offering actionable insights and educational value.
Flo for Partners	Power Users	- Drive 30% adoption of Partner Mode and reduce churn among premium users - 25% boost in partner engagement	"Strengthen your bond by inviting your partner to actively support your health journey. With personalized updates and shared insights, make teamwork a part of your wellness story - that bring you closer, every step of the way."	20% discount on annual subscription for adding a partner	Push Notifications, Partner Emails	Quarterly, Run quarterly on weekends	Open Rates: Percentage of users who open the invitation or notification sent to activate the Partner Mode. Partner Activations: Percentage of active users inviting partners within the first 30 days of launching the campaign. Partner Engagement Stats: 1. Average number of interactions (logins or health data reviews) by partners in the first month. 2. Percentage of partners who explore at least two premium features after activation. 3. Retention rate of users who activate Partner Mode compared to those who don’t.	This campaign will help turn health tracking into a shared experience, encouraging partners to actively support users. It will also foster connection and drive deeper engagement, ultimately enhancing retention and long-term loyalty.
Educational Webinar Series	Casual and Core Users	- Improve app DAUs by 15% by hosting informative webinars on women’s health topics - Convert 10% of attendees to premium	"Flo Women’s Wellness Academy: Join expert-led live webinars on topics like PCOS, Fertility, and Stress Management!”	Free webinar access with premium Q&A for subscribers	Social Media, In-app banners, emails	Bi-Monthly, Global Health Events on weekend afternoons	1. Number of webinar registrations indicating user interest. 2. Average time spent by attendees during the webinar, reflecting content relevance and engagement. 3. Conversion rate to premium subscriptions within a week of attending the webinar. 4. Post-webinar engagement with premium features like personalized health reports or partner mode. 5. Retention rate among webinar attendees compared to non-attendees.	To campaign will help provide users with expert insights and actionable health tips, fostering trust in Flo as a reliable resource while subtly introducing premium features as part of the value proposition.
Flo Rewards Program	All Segments	- Drive a 20% increase in DAU - 30% rise in retention over three months	"Engage with Flo like never before! Log your health data, earn points, and unlock exclusive perks like health goodies, premium features, and more. Your health journey just got more rewarding!"	For Free Users: Earn 50 points for consistent cycle logging over 3 months, redeemable for a 1-month premium trial. For Premium Users: Redeem points for tangible health-related rewards like: 1. A free consultation with a nutritionist or health expert. 2. Exclusive Flo-branded health kits (e.g., menstrual cups, fitness bands, or vitamin supplements). 3. Discounts on partner health products like organic teas, fitness gear, or yoga mats.	1. In-app gamification with a “Rewards Hub.” 2. Personalized emails 3. Push notifications highlighting reward milestones (e.g., “You’re 10 points away from a free premium trial!”) 4. Social Media	Daily in-app notifications to nudge users to log data or engage with other features (articles, webinars)	1. Increase in daily active users (DAU) 2. Total number of points earned and redeemed by users 3. Average streak length per user (indicating sustained engagement) 4. Total rewards claimed (reflecting campaign effectiveness)	Encourages consistent app usage through gamification, building long-term engagement and loyalty while offering tangible rewards for user commitment.

Retention design

As we know retention is a critical metric for any app, as it measures how effectively users stick with the product over time. For Flo, a health-focused app catering to women, retention insights help identify which features or ICPs keep users coming back. By analysing retention at key intervals (Day 1, Day 7, Day 30, etc.), we can uncover trends in user behaviour, pinpoint pain points, and highlight opportunities to improve engagement.

Bird eye view

Key Insights from an Article:

Flo has 60 million active users out of 280 million registered users: Indicates a 21.4% active user rate.
Flo's Average retention rate: 60%: Likely pertains to users retained over a longer period (e.g., after 30 or 90 days).
Flo’s user engagement is high due to personalised health insights and features, which helps retain users better than generic apps.

Based on these insights, here is the retention curve for Flo.

Day	Retention Rate (%)	Justification
Day 0	100%	Represents the initial downloads and sign-ups
Day 1	45%	Significant drop-off as users download the app but don’t engage further (common for most apps). Many users abandon after exploring the onboarding or finding it doesn't meet their needs.
Day 7	30%	Retention stabilizes among users who find initial value (e.g., period tracking or symptom logging).
Day 30	25%	These users are either casual users (logging periods monthly) or beginning to explore more advanced features.
Day 90	15%	Core and loyal users are retained, frequently using the app for broader health insights.
Day 180	10%	These are the most dedicated users, likely premium subscribers or those highly engaged with multiple app features.

Understanding the 60% Average Retention Rate (as stated in the article)

The 60% retention rate mentioned in the article reflects Flo's ability to retain users in the long term. It likely refers to the proportion of users retained as "active users" over a defined period (e.g., after Day 90 or 180 or even more). It does not mean 60% of all users remain after Day 1 or Day 7, as retention usually drops steeply at the start.

To align this with the retention curve:

Cumulative Active Users: From 280M total registered users, there are 60M monthly active users (MAUs), indicating 21.4% remain engaged actively within a month. Monthly Active Users are a combination of:

Retained users (those who continuously use the app).
Returning users (those who were previously inactive but re-engage).
New users acquired during the month who stay active.

Day-by-Day Retention (Short Term): Early drop-offs occur due to natural churn (e.g., Day 1 retention at 45%, Day 7 at 30% and Day 30 at 25%).
Stabilization (Long Term): By Day 180, the curve flattens, representing users who consistently engage with Flo (loyal core and power users).
Returning Users: The 60% includes periodic users who re-engage with the app due to features like cycle tracking, community engagement, or premium adoption.

Microscopic View

Which ICPs Drive Best Retention?

The Core and Power users drive the best retention for Flo.

Core Users:
These users log cycle data regularly, track additional symptoms, and engage with premium content like health insights or courses. Their natural frequency is 1-2 times every week, and they leverage advanced features like AI-based cycle predictions and community discussions.
- Key Retention Drivers: Personalized health reports and cycle insights keep these users engaged. Many also plan to adopt Flo Premium for enhanced insights and reports.
- Observation: Core users value Flo for consistent utility and actionable insights, driving long-term engagement.
Power Users:
These are deeply engaged users who frequently log symptoms, participate in challenges or webinars, and consume a variety of health-related content. Their usage frequency is daily or 3-5 times weekly.
- Key Retention Drivers: In-depth tracking (e.g., pregnancy progress or fertility insights), engagement with premium sub-features like Partner Mode, and access to exclusive educational webinars.
- Observation: Power users rely on Flo as a comprehensive health management app, contributing to their consistent engagement and higher retention.

Which Channels Drive Retention for Flo?

1. Push Notifications

Impact: Timely reminders for cycle tracking, fertility insights, and health check-ins ensure users return to the app at key moments in their health journey.
Why it works: These are highly personalised (e.g., "Time to log your period!" or "Your ovulation window starts today.") and create habit loops.

2. Email Campaigns

Impact: Weekly newsletters with health tips, blog links, and new feature updates drive returning users to explore app content.
Why it works: Educates users on additional features and provides actionable insights aligned with their goals.

3. Community Section

Impact: Anonymous user-generated Q&A and community discussions create a support network that fosters user loyalty and let user learn a lot from fellow users as well and their experiences.
Why it works: Encourages users to interact with the app even outside of cycle tracking, creating a sticky, safe environment.

4. Search Engine Traffic to Educational Content

Impact: Blog posts and social media posts on topics like cycle health, managing PCOS, and fertility planning attract users from external sources, encouraging them to return to the app for personalised tracking and deeper insights.
Why it works: Positions Flo as a trusted health resource, driving users to log data in the app for deeper insights.

Understanding Churn for Flo

Voluntary Churn 😒

Fatigue from Manual Logging: Users feel burdened by repetitive logging tasks, especially if they do not see immediate value in the data logged.
Over-Reliance on Free Version: Many users may find the free version sufficient and avoid upgrading to premium, leading to limited engagement with advanced features.
Switching to Competitors: Users migrate to apps offering better community features, more engaging UI, or broader health and wellness solutions.
Low Perceived Value of Premium Features: Users may not find enough differentiation between free and premium plans to justify the upgrade.
Compatibility with Ecosystems: Transition to apps that integrate better with their health ecosystems (e.g., Apple Health for device syncing).

Involuntary Churn 😢

Health Milestones or Transitions: Users entering menopause, postpartum, or stable fertility periods may feel less need for tracking.
Seasonal or Occasional Users: Some users engage only during certain life phases, like pregnancy planning or early cycles, and churn once these needs are met.
Poor Onboarding Completion Rates: New users who fail to navigate the onboarding process or don’t log data within the first session often churn early.

Negative Actions to Look Out For

For All Users

Decline in Logging Activities: Users logging less frequently over time or skipping data altogether.
Dismissed Notifications: Increased frequency of ignored prompts for logging, insights, or engagement with community features.
Reduced App Session Time: Shorter visits and fewer daily or weekly interactions with the app.
Complaints or Feedback on Features: Recurring mentions of missing functionality, poor UX, or unmet expectations.
Low Feature Utilisation: Users who stop exploring new or premium features entirely.

Power Users Slipping to Core Users 🔥 → 🌟

Fewer Log Entries: Power users reduce the number of daily or weekly inputs for symptoms, cycle data, or reports.
Skipping Advanced Features: Less engagement with webinars, health insights, or personalised reports.
Ignoring Notifications: Previously responsive users start disregarding partner updates, cycle insights, or new content notifications.

Core Users Slipping to Casual Users 🌟 → 🌼

Minimal Interaction with Premium Features: Logging period dates without delving into symptom tracking or fertility tools.
Reduced Learning Engagement: Ignoring health reports or educational articles, even during critical phases like pregnancy tracking.
App Avoidance: Rarely opening the app except for specific notifications or reminders.

Casual Users Slipping to Churn 🌼 → 😢

No Consistent Logging: Sporadic entries that become increasingly rare over time.
Avoiding Notifications and Offers: Persistent dismissal of prompts to log data or explore premium features.
No Engagement with Onboarding Features: Users fail to progress past initial setup and log entries, especially within the first week.

These detailed approaches ensures Flo can pinpoint key reasons for churn and address them effectively to boost retention and long-term engagement.

Design resurrection campaigns

Campaign	Context	Goal	Offer	Content/Pitch	Channel	Frequency	Timing	Success Metrics	Ramp-up Milestones
Health Snapshot Revival	Users inactive for 90+ days, stopped logging health data.	Reactivate 20% of dormant users within 30 days.	Free personalized health snapshot summarizing past cycle and symptoms trends.	"We’ve missed you! Log your health data to get your FREE personalized health snapshot and insights!"	Push notifications, email, in-app pop-ups	Twice weekly reminders	Starting Monday post-campaign launch	- % of users logging health data - Increase in daily log rates	- 15% uplift in DAU by 30 days - Higher activity on symptom logs by dormant users
Wellness Week Challenge	Casual users who logged only periods but stopped using other features for 60+ days.	Boost overall app usage and re-engagement by 25%.	Access exclusive content (e.g., stress-relief exercises, yoga tips) for completing daily logs.	"Start your Wellness Week! Log daily to unlock exclusive self-care content and tips curated just for you."	Email, app banner, social media campaigns	Daily for 7 days	Start campaign with a Sunday teaser	- Challenge completion rates - Increase in engagement with wellness content	- Increase in weekly active users - More cross-feature engagement by casual users
Pregnancy Plan Comeback	Core users who explored fertility features but dropped off without further engagement.	Reconvert 15% into active app users within 60 days.	Free premium fertility tracker and conception tips for returning users.	"Ready to grow your family? Activate your free fertility tracker and get expert tips to boost your journey."	Push notifications, fertility forums ads	Bi-weekly reminders	Timed with seasonal trends (e.g., post-holidays)	- Fertility tracker activations - Increase in DAU among targeted segment	- Retention in returning users over 60 days - Active use of fertility tools by reactivated users
Health Milestone Check-In	Hibernating users with incomplete health records or missed symptom logs for over 60 days.	Drive re-engagement among 20% of hibernating users.	Free milestone insights and recommendations for filling in missing health logs.	"Don’t miss your milestones! Complete your health profile and receive tailored insights for your journey."	In-app reminders, email campaigns	Weekly	Launch mid-week (Wednesday)	- % of users updating health profiles - Log rates for missing symptoms	- 15% improvement in log consistency over 30 days - Higher adoption of recommendations in milestone logs
Health Reset Challenge	Users inactive for 180+ days, missed recent cycles, or not interacting with premium features.	Re-engage 25% of long-term inactive users.	A 7-day personalized health reset guide with tips, activities, and exclusive content.	"Haven’t checked in for a while? Let’s hit reset! Join our Health Reset Challenge and rediscover your health journey with tailored tips and exclusive content."	Push notifications, email, in-app banners	Daily nudges during the 7-day challenge.	Start of a new month or after major health awareness campaigns.	- Re-logging activity rates - Participation in the 7-day challenge - Engagement with premium features.	- % of users re-engaged after challenge - Increased app visits in the first 30 days post-challenge.