The problem

Generally, women approaching or in perimenopause feel dismissed by GPs who write off their symptoms as ‘normal aging’. Flo wanted to do more to actively help women going through this. The existing app experience allowed women to log their symptoms, but then having to leave the app to find specialist care. That drop-off represented both a failure for users who needed support and a significant gap in the product.

The business opportunity was clear: virtual clinical services could generate high revenue per user. The question was whether Flo's existing user base — specifically those with medium or high Perimenopause Scores — could be converted into clinical care customers.

The hypothesis

A partnership with Allara Health in the US, a specialist network of OB-GYNs and dietitians, would allow Flo to test clinical demand without building the infrastructure from scratch. If users with significant symptom burden were presented with a seamless, affordable path to specialist care inside the app, they'd take it.

My role

Senior Content Designer across the full Virtual Clinic journey – from the entry points inside Flo's existing perimenopause experience through to the handoff into Allara's platform and the returning user flow.

What I changed and why

Entry points and onboarding

The journey needed to feel like a natural next step, not a sales push. Users arriving from their Perimenopause Score results were already in a vulnerable moment — they'd just received clinical-feeling information about their symptoms. My job was to move them toward specialist care in a way that felt supportive and clear, not pressured. I wrote benefit-led, concise copy throughout the onboarding flow, always leading with user benefits such as symptom relief.

The Flo-to-Allara handoff

This was the trickiest content challenge in the project. Users were transitioning from a familiar app into a third-party clinical environment – a jarring moment if handled badly. I worked closely with the product design team to create bridge screens that explained the partnership with Allara, build trust, set expectations about what would happen next, and maintained Flo's voice as far into the journey as possible. I also edited copy within Allara's own screens to smooth the seam between the two products and keep the experience feeling joined up.

Insurance and eligibility

Cost is the primary reason women don't seek specialist perimenopause care. The insurance pre-screening step needed to surface eligibility early, ideally before users got invested in the journey and then hit a wall. I wrote the copy for the insurance check flow to be matter-of-fact and reassuring, making it feel like a helpful filter rather than a barrier.

Data sharing

Explaining data sharing in a health context requires getting the balance right between transparency and anxiety. I wrote the consent screens to be explicit about what was being shared and why.

Medical language

Throughout the journey I simplified clinical terminology to make it accessible without losing accuracy — a constant negotiation between the medical team's compliance requirements and what a user in the middle of a stressful health moment can actually absorb.

The results

The MVP launched in April 2026. Conversion and retention metrics are currently in progress!