The problem

Flo's main goal for H1 2026 was to improve engagement and retention for perimenopause mode. Two new features, Perimenopause Score and Menopause Timeline had been released. 

Score helped users track the severity of their perimenopause symptoms and offer relief options. Timeline helped users see where they were in the menopause ‘journey’.

However, these features weren’t weren't landing with new users. Research showed they felt “scared” receiving their first score, couldn't understand what it meant, and were cancelling because the main screen felt cluttered and overwhelming. There was also a specific misunderstanding to solve: users assumed a high symptom score meant they were in early perimenopause; a conflation between two distinct features.

The hypothesis

If we merge two features, Perimenopause Score and Menopause Timeline into one widget, assessment and result page, then we can increase starts/completes and engagement with the feature and post assessment engagement, leading to improved retention.

The solution

• Create one clear, guided holistic perimenopause journey/profile that shows you where you are, what it means, and what to do next

• Create tailored, relevant experiences for users around the core message 'Get clarity on perimenopause, with a plan to feel better.'

• Help users feel supported in tone 

• Add a summary section to explain perimenopause score results

• Increase the visibility of trends at the top of the page, to help users track patterns

My role

 I owned the content strategy and UX writing across the full journey. My focus was on three things: making the score results feel clear and empowering rather than alarming, untangling the confusion between score and phase, and ensuring every step pointed users toward a next action.

The research

We tested a number of different hooks for the first-time user promotion widget. The existing content from the MVP designs positioned the feature as' ‘clarity on your perimenopause journey’ but didn’t mention the feature name (score).

Together with a UX researcher and the product marketing manager, we ran UX research to iterate on the MVP, testing x4 alternative variants. Variant 2 performed the best.

Results

My Perimenopause Tracker performed well in testing and was favoured by compliance and legal teams, so was chosen as the feature for the name.

Summary of content changes

I added confidence and clarity, and increased the reassuring tone across the journey. I also simplified medical language to balance clinical accuracy with genuine readability — a particular challenge in a regulated health context.

• The original score result copy was not explanatory, and vague "a score of 29–42 could mean the impact of your symptoms is mild". This left users more uncertain, not less. I rewrote it to be direct and personalised: "A moderate score means symptoms are likely having a significant impact on your daily life — right now, that includes insomnia and hot flashes." This gave Flo's assessment conviction, and gave users confidence by playing back the symptoms they had noted in the score assessment.

• I applied the same thinking across the timeline phase result

• I created more engaging copy for the promo widget for the first-time user experience so it was more benefit-led and the banner beneath the score — shifting everything from descriptive to benefit-led and actionable.

• I wrote a targeted FAQ set (visual below) to capture users’ most asked questions, using insights from CS teams, and to directly address the score/phase confusion before it arose.

Original designs and copy: