Onboarding project | Flo

What is this app about?

Flo app is a tech-based product for female health. It works on "user" data to track periods, aids in predicting the menstrual cycle, and educates during & post-pregnancy bodily changes.

User notes

User interviews flow -

User 1 (Shubhi) 👩

Meet Shubhi, 17, single, an undergraduate media student who lives in Delhi. She has been facing a lot of problems with her to manage her period-tracking lately with her busy routine.

The motivation behind tracking periods is the science behind it. She has always been inspired by the nuances of why things happen. And she feels uncomfortable talking about these to her peers. Hence she seeks that these advice and tracking could be taken care off. Using it for more than an year and opens apps 3-4 times in a month.

Since, she is still in her college, she is happy not paying for it. She also feels that with integration of chatbots, now she has been able to discuss her issues. And in return the Bot is able to pin point the solutions instead of she figuring out on her own.

She does feel that onboarding ask for lot of data but she is fine till the time prediction and data security is taken care off. Though she has concerned that she sometimes forget to fill in the data and that might have impacted her prediction. But she is really off with the premium upselling.

In her free time, she spends her day sleeping, binging TV show, socializing.

User 2 (Madh)🍯

Meet Madh, 25, committed, an working professional who lives in Mumbai. She says that it has almost been 10+ that she is living with periods (more longer relationship that her partner).

He need started to use this in past 3 years once she started her work life. It becomes essential to plan things. Maybe a holiday, outing with partner/friends, a advance leave approval. Anything that involves planning requires her to open app and get reminded when was her last time. And how are things looking for 2-3 months. So she check the apps almost twice or thrice in a week. Other motivation is the awareness of her health, though being a professional runner, she prefer human touch. Also, she feels that the information that is available on app are not too much relevant for her and Indian context.

Her most of free time is consumed resting. She likes spending time travelling, socializing, pursing her hobby. She likes community feature a lot but cannot fully rely on the information provided. But with recent BOT feature, partner feature and community feature she would definitely like to check them and decide if she is willing to pay.

User 3 (Shri) 🚺

Meet Shri, 28, a recent married women, shifting cities from Delhi to Mumbai. Her life has been completely changes in last 1+ year. She now has the need someone to do her period cycle tracking as she has 10 other things to in her life - job, husband, settling down....

She trust flo because she has been using this for last 4+ years (last she recalls during the time of her college 2015-2020 someone introduce this feature to her). She feels that app was way more handy that time. Most important feature she values is the prediction accuracy and hence she has been around with this app. Regular user with use frequency of 2-3 times a month - Log her periods, check when is the new cycle and check when is her upcoming periods.

She does not like the other features and wants to stick her to the core value prop of the product. Though she feels that she would be planning for family and this app can be more handy that time as this app has data for last 4+ years. Also, she feels that the content is hard to find and these are very superficial and more relevant connect is available on the internet for free.

Her free time mostly goes around family, resting and giving some time to here. She has not explored the partner feature but excited to know more.

ICP Journey - Here is the user journey from discovery to delivery

Few of the USPs of this app are (according to the user interaction)

User management - Not only do they track the primary user but they offers a section to add partners onboard. Since the taboo of periods persists in India, they have given options to stay anonymous, deferred login and finally account deletion for data privacy.
Notification with content - While there are more than 100+ articles, it becomes overwhelming if they all are thrown at one go. They suggest them based on user data inputs so that they keep their user engaged and informed
Mood predictor - While talking to ICP-1,2,3; they all had an Aha moment when the app used to ask them what are they feeling today. It has pre-informed popular options and based on it, the app suggests personalized recommendations and reminders which make the user get personalized touch based on their moods.
Community - Indian women need a safe space to speak their minds. Here, one particular section of the app is dedicated to that where they can ask anything. They also have some pre-reads available from which user can clear their doubts. It has videos from vaginal discharge to orgasm which are topics which sometimes user feel difficult to talk with their friends and even partner/s.
BOT - With changing demand and thanks to recent developments, Flo launched their own personal AI Bot which can be a "personal therapist" according to some reviews on the app store.

ICP time 👯‍♀️

The product is based on the 3 major phenomena

Period tracking - Helps in tracking period based on the user data
Pregnancy tracking - Helps to get the maturational cycle tracked & based on user data, personalized prediction for fertile days
Post Pregnancy - Helps in getting all those insecurities addressed

Category	ICP-1	ICP-2	ICP-3
Name	Sonal	Annie	Puja
Age Range	12-18	18-32	28-45
Education Level	Higher secondary and above	Graduate & above	Graduate & above
App Goals	Track my flows; Learn about my body changes; Hormonal ups and downs	Track periods; awareness about bodily changes; educating about the emotional journey	Tracking gestational cycle for pregnancy; awareness of pre & post pregnancy physical and emotional changes
Income Level	Mostly negligible	5-20 LPA	15+ LPA
Location	Tier 1	Tier 1	Tier 1 & 2
Social Circle	Friends, Boyfriend, Family	Boyfriend/Partner, Friends, Family	Partner, Family, Friends
Sexual Activity	Might be	High changes	Most high changes
Motivation to use the app	Tracking changes in the body	Planning trips, predicting pregnancy well-being	Planning baby, delaying pregnancy
Time v/s money	Time	Time	Money
Which apps do they use	Snapchat, Youtube, Tinder, Dunzo, Myntra, Nykaa, New apps	LinkedIn, Instagram, Hinge, Uber, Swiggy, Nykaa, Myntra, Netflix	LinkedIn, Uber, Zomato, Big Basket, Inshorts, Nykaa, Jiocinema, Groww
What do they spend most on	shopping, socializing, food	Socializing, Traveling to work, shopping	Health, Household expense, Family time
Most used feature of app	Calendar	Calendar, chatbot, logging symptoms	chatbot, calendar
Frequency of feature usage	monthly	weekly	3-4 times a week
Willingness to pay	Mostly none	Moderate chances; might pay if they like the features and shifting becomes difficult	High-paying capacity; active users have a high chance of paying for premium
Competitors or solution tried before	Google Calendar any free app that offers tracking & notification	Taling with social circles Phone-integrated apps like Samsung Health, smartwatch apps	Apps having monthly cycle versions - Natural cycle; freemium models like Clue
User base	Tier 1 cities have 10 crore population, 50% of the females; and 6% of 5 crore is 30 lakhs or 3 Million	with the same logic 7 million or 70 lakhs	8.5 Millions or 85 lakhs from tier 1 17 Millions or 1.7 crore in tier 2 (with 20 crore in tier 2) ~ 25 Millions
Pain point	The user needs to update every detail for accurate info; No free version; Other SKUs are not useful if not using paid version	With busy lifestyles, sometimes they forget to open the app to add their details; Pain using free version; Human touch needed	Full subscription is expensive (around 6K annually) for an Indian user base; Concerns about data getting shared with 3rd party apps

Job to be done (JTBD) 🤨

ICPs	Functional Goals	Personal Goals	Social Goals	Financial Goals
Sonal	Secondary - Stay updated with her bodily changes; Dos & Donots for periods; Understanding the nuances of hormonal changes	Primary - Track periods; mood-swings	Might be updated with norms and trends with the peers	-
Annie	Secondary - Get instructions and most common advice; educating/involving partner in their monthly cycle	Primary - Have safe intimacy (if any); track periods; Health management	Awareness about things and later educating the social circle	-
Puja	Primary - To track and understand chances of pregnancy; Track even the slightest changes with themselves and the upcoming baby (if planning); partner education	Secondary: Emotional and hormonal well-being; knowledge about pregnancy, social support, managing doubts as new mother	-	Less likely - Spending less on the recurring expenses by taking/knowing things on her own

Onboarding tear down 🧐

TearDown_Flo.Health.pdf

Summary -

Since this app has reached a mature stage in the US and UK, the design and UI agrees with them. Around 350 millions users have downloaded this app with around 7 million 5 star rating and ~4 million active users. Though Indian market is still growing with a total addressable market (TAM) of around 35 Million.

Color - I felt the warmth of color choice in the entire app. I guess this color pallet used in the entire app is amazing. It goes without mentioning it is a self care app and color tones set the context right from the 1st screen.
Choice of text - I felt that I was engaging with a human. The way words have been chosen, and questions asked with personalization of name - give a humane touch while onboarding and a yes Aha moment for users.
Progressive disclosure of information - The UX team has won the battle here. Collecting information from users on such sensitive things is not easy. Small things like celebrating the milestones, user information feature disclosure loop, stats everywhere to nudge & logic for each data are a few highlights.

How are you feeling today gives excellent prediction. I look to fill that information whenever I feel low and not able to figure out why? - An 26 year old

Data concerns - Team recently launched an anonymity feature along with delete account feature are testimonials of the fact - that they value the data
Partner involvement - Though this comes at quite a later stage of product adoption, but the conceptualization creates a healthy atmosphere

Nothing is flawless.

Premium Vs Freeium - Most of my users (although they are all from India), complained about the premium feature. I feel the team really needs to figure out when to prompt for a paid subscription. According to users, whenever they open an app, the first thing they see is to pay.

They have really hidden the cross button to exit the payment option. - 17 year old Iphone user

Although, this makes sense to prompt for payment - the extent and intent need to balance.

Onboarding is a bit slow - It's a debate between data Vs early delivery. Though the app balances it out, yet I felt that if I skipped this information, I might get an inaccurate result. Hence, I kept on filling in all the information only to realize that I was too tired of giving all the information. This information Vs onboarding needs to be prioritized later.
Content is generic or not relevant - User feels that the content is not relevant for Indian context. This was also seen during the teardown as many of the article, doctors were not from India.

Activation

To Infinity And Beyond GIFs - Find & Share on GIPHY

Here are few activation metrics

Hypothesis 1: User open app for 3 times in a month for consecutive

Reasoning : After talking to user, I felt if they have opened their app for 3 times in past 30 days - they have used it for login their periods, checking when is their next cycle starting and finally through curiosity and UI priming - they have checked out their features and are aware about it. Hence they have likely to have their AHA moment and useability of the app.

Hypothesis 2: User has put 3 month period data in 90 days

Reasoning : Since the core value prop of the product is period tracking and user believes in it and keeps on putting their periods data implies that user has confidence in the prediction. Hence they keep on coming and putting their ovulation data. These user are sticking to the product and are more likely to get activated.

Hypothesis 3: Referral code to the partner

Reasoning: You refer someone that close (in this case partner) when you have full trust on the app and been through the AHA moment multiple time. Now you want your partner also to try this. Hence this user will most likely to be retained

Hypothesis 4 : 3 engagement with community in past 30 days

Reasoning : Engagement is defined as liking, commenting or sharing of any 3 articles, stories on the app. If user is able to do this, they are most likely trusting this app with their recommendation.

Hypothesis 5 : Logged 3 symptom quizzes for mood prediction in last 15 days

Reasoning - User wants to know how will they behave & why are they behaving like this. When a user is getting good reason then she will likely to come back again.

Apart from it few metrics to keep an eye for are -

After sharing referral has the partner onboarded? - This shows that how much their partner are committed and makes the product more sticky to replace
D30 Vs D90 - I feel that D30 to D90 for this app is quite crucial as most likely the user will get churn in these 2 segment only. Also, the app usage frequency is on monthly level. If the difference is high, we need to dissect on the basis on cases to dig deeper.
Time spend on app in a month - User spending less than 30 mins monthly are less like to buy premium as they are just using app like a tracker. Other features are not used.