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Subscription Packages

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Introducing a completely new revenue stream within the Flo app.

Flo Health is a leading women’s health app with over 280 million users worldwide. As the Lead Content Designer working with the Commerce and Premium Subscription teams I directly contributed to a 55% increase in paid subscribers and 700% increase in Flo for Partner membership in 2024.

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PROJECT OVERVIEW

After analysing competitor apps, I identified an opportunity to create subscription packages for our Flo users, either as a standalone package, or an addition to their Premium subscription. After discussing with C-suite level executives I set about identifying a highly valued feature we could use as a separate package subscription. To do that, I established and carried out the following process:


Cross-Functional Collaboration

  • Worked with the User Acquisition (UA) team to test feature interest using targeted social media ads.

  • Led a group of Content Designers across teams to understand and test a range of features that were considered for a subscription package.

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User Research (qualitative) 

  • Conducted in-depth interviews with users to explore their needs and preferences.

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In-App Surveys (quantitative)

  • I gathered feedback from respondents to rank premium features by perceived values

 

Data Analysis

  • Reviewed metrics such as ARPU, retention rates, and click-through rates to determine feature performance.

 

A/B Testing

  • Validated the Guided Groups feature with multiple experiments, comparing engagement and conversion rates across user segments.

 

This approach ensured a clear understanding of user needs and business alignment, and showed that ‘Guided Groups’ was the feature with the highest potential impact.

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GUIDED GROUPS PACKAGE

Feature Overview
Guided Groups is a facilitator-led discussion platform where users join specific groups to receive support, insights, and expert advice. Its high perceived value and potential ROI made it the ideal feature to anchor the first subscription package.


Target Audience
Initial efforts focused on users in the Trying to Conceive (TTC) mode, who expressed the highest interest in personalised guidance and emotional support and the highest intent to pay for online services of this kind.


Scalable Framework
To enable future iterations, I developed a repeatable process:

  • Market Analysis: Evaluated competitor subscription models for pricing and positioning.

  • Collaborative Ideation: Conducted brainstorming sessions with Product, Marketing, and Design teams.

  • Metrics Definition: Established KPIs such as ARPU growth, conversion rate uplift, and engagement metrics.

  • Iterative Refinement: Used continuous testing to improve onboarding, messaging, and feature integration.

IMPLEMENTATION

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Custom Onboarding Flow
I designed an onboarding experience tailored to TTC users:

  • Provided detailed walkthroughs to reduce uncertainty about joining groups and list the key benefits (which I had tested using social media ads).

  • Highlighted personalisation options to empower users.

 

Empathetic Content Strategy
Content was crafted to align with the unique needs of TTC users:

  • Tone and Language: Balanced medical accuracy with emotional warmth.

  • Relevance: Tailored messaging to address users' concerns and goals.

  • Iterative Improvements: Content was refined based on user feedback and UX research findings.

 

Visuals and Entry Points
A combination of engaging visuals, clear CTAs, and intuitive navigation encouraged subscriptions while minimising friction.

RESULTS

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The Guided Groups subscription package achieved the following:

  • Increased subscription activation rates by 216% across the TTC segment.

  • Increased expected annual revenue by 3%

  • Validated subscription packages as a sustainable revenue stream, projected to generate substantial annual revenue.

  • Received positive feedback, with over 90% of surveyed users citing "personalised guidance" as a key benefit.

 

User Testimonials:
"I’ve been trying to conceive for months, and the advice I got through Guided Groups was exactly what I needed." – TTC User
"The expert-led discussions helped me feel less alone in my journey." – TTC User

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Conclusion and next steps:

Adding Guided Groups as a new subscription package was a high-impact success, driving up annual revenue, and perhaps more importantly, validating the concept that subscription packages was a reliable and repeatable option for continued revenue growth. Moving forwards, Flo Health has dedicated resources and headcount to creating a new team to a new Subscription team in order to take full advantage of the strategic opportunity I had created and validated.

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