Onboarding project | Leap.club

Ideal Customer Profile

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 personalized 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 prioritizing 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.

ICP Framework

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

ICP Prioritization

Criteria/ICP	Ease of Adoption	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM
ICP 1	High	Medium	High	High	High
ICP 2	High	High	High	Medium	Medium
ICP 3	High	High	High	Medium	High
ICP 4	Medium	Medium	Medium	Low	Medium
ICP 5	High	Medium	Medium	Low	High

Prioritization Reasoning

1. ICP 1 : Young women focusing on holistic health

Why?

Ease of Adoption & High Frequency: Easily integrates into their busy lives with features like cycle tracking and health insights. High daily use ensures retention.
Distribution Potential & TAM: Broad appeal across urban demographics with high TAM (young professionals are early tech adopters).
Growth Opportunities: As these users mature, they might evolve into other ICPs like ICP 2 or ICP 3, ensuring long-term brand loyalty.

2. ICP 3 : Pregnant & New Moms

Why?

Critical Life Stage: Pregnancy and early motherhood are highly sensitive stages requiring reliable support and resources, making Flo indispensable.
High Value Perception: Offers tailored pregnancy and postpartum resources, ensuring high engagement and loyalty.
Appetite to Pay: Willingness to invest in tools for pregnancy and newborn care is high, boosting monetization potential.

Why Not ICP 2, 4 & 5?

ICP 2 : Women Planning Pregnancy
- Although appetite to pay is high, distribution potential is relatively medium, and TAM is smaller compared to ICP 1 and ICP 3.
ICP 4 : Navigating Menopause
- Ease of adoption and frequency of use are lower, and TAM is smaller with limited digital adoption in this demographic.
ICP 5 : Managing PCOS
- Despite a high TAM, engagement and frequency are medium. Users may also consider alternative health apps or treatments, diluting Flo’s impact.

ICPs aligned with Flo’s CVP

ICP 1 (Young Professionals) and ICP 3 (Pregnant & New Mothers) offer the best alignment with Flo’s value propositions and market potential. These groups have frequent use cases, a willingness to invest, and a large addressable market, ensuring sustained engagement and revenue opportunities.

JTBD and validation

ICP	Goal Priority	Goal Type	JTBD	Validation Approach	Validation
ICP 1: Young Women Focusing on Holistic Health	Primary	Personal	Empower users to track cycles, improve their health knowledge, and manage overall well-being.	User Interviews	I want a reliable app to manage my cycles and provide reliable insights to make informed decisions about my health and well-being.
Secondary	Social	Build confidence in discussing health openly and creating a supportive peer network.	User Interviews	I want to feel more aware and confident when talking about my health with friends or family and even in social circles where I mostly feel awkward.
ICP 3: Pregnant & New Moms	Primary	Functional	Provide accurate, stage-specific pregnancy and postpartum insights to support health and parenting.	User Interviews	I want all essential insights during my pregnancy and postpartum period, helping me track symptoms and feel prepared for the next stages.
Secondary	Personal	Help users feel reassured and confident during their pregnancy or parenting journey.	User Interviews	I want to feel more confident navigating my pregnancy and managing early parenting challenges.

Onboarding Teardown

Onboarding Teardown.pdf

Activation metrics

Activation Metrics for Flo

Time Spent Exploring Health Insights in the First Week
- Target: At least 1.5 hours exploring insights, such as cycle-related articles, wellness tips, or health recommendations.
- Reasoning: Users engaging deeply with personalized content early on are more likely to see the app's value and continue using it.
Number of Health Logs Completed in the First 7 Days
- Target: At least 5 health logs (e.g., cycle symptoms, mood, weight, water intake).
- Reasoning: Frequent logging builds a habit, enhancing personalization and increasing app stickiness.
Interaction with the Virtual Assistant in the First 5 Days
- Target: At least 3 queries or advice-seeking interactions with the assistant.
- Reasoning: Early usage of the assistant showcases its utility and builds trust in its recommendations.
Number of Features Explored in the First 10 Days
- Target: At least 3 features used, such as Secret Chats, Partner Sync, or Cycle Insights.
- Reasoning: Encouraging users to explore multiple features increases the likelihood of finding something they deeply value.
Time Spent Viewing Community Discussions or Posts in the First Week
- Target: At least 30 minutes spent browsing Secret Chats or community insights.
- Reasoning: Exposure to peer content fosters a sense of belonging and motivation to engage with the app regularly.

Metrics to Track

Quantitative

D1, D7, D30 Retention
- Track the percentage of users returning to the app after Day 1, Week 1, and Day 30.
DAU / MAU Ratio
- Monitor daily active users as a percentage of monthly active users to gauge engagement levels.
Subscription Conversion Rate
- Measure the percentage of free users converting to paid plans.
Average Time Spent per Session
- Track how long users spend in the app per session to understand engagement.
Drop-off Rate after Initial Setup
- Analyze the percentage of users who fail to engage with the app beyond setup.
Acquisition Sources
- Evaluate which marketing channels bring in the most engaged users.

Qualitative

User Feedback from App Store Reviews
- Analyze themes in user reviews to improve onboarding and engagement.
Community Sentiment in Secret Chats
- Monitor discussions in community spaces for insights into user needs and app perception.
Engagement with Educational Content
- Track which articles, videos, or insights are most viewed and interacted with.
User Feedback on New Features
- Evaluate qualitative responses when rolling out features like Partner Sync or improved health logs.

Additional Context-Specific Metrics

Health Habit Formation
- Track the average frequency of health logs over the first month.
Partner Sync Adoption Rate
- Measure the percentage of users enabling and utilizing the Partner feature.
Shareability Metrics
- Analyze how often users share insights, logs, or pairing codes with partners.
Community Participation
- Track new posts and comments in Secret Chats to measure active community involvement.