The world’s #1 women’s health app. 380M+ downloads. 70M monthly users.
Flo’s challenge wasn’t awareness, it was keeping millions of users engaged while converting them into paid subscribers. I partnered with their team to create a content strategy that made every story matter:
Drive Engagement & Conversion: Launched a new in-app "Stories" feature that became a central engine for converting freemium users to premium plans.
Strategic Storytelling: Designed story frameworks for pregnancy tracking, working with medical experts to ensure accuracy and relevance.
Scalable Content Systems: Built a content system that still powers the app today, delivering consistent value to users and revenue to the company.
Result: The Stories feature became a conversion driver at scale—proof that thoughtful storytelling can drive measurable business outcomes.
about the project
Process and Results
Process: I collaborated with medical experts and the product/content team to identify high-value story topics that resonated with users (especially pregnant or trying-to-conceive segments) and tied directly to conversion goals.
I aligned the voice and tone across marketing touchpoints and the in-app experience so there was no disconnect between what users expected and what they saw.
I created a scalable content system for ongoing story releases and localisation, so the feature could keep driving engagement and premium uptake long-term.
The Result: The Stories feature became a conversion driver for premium subscriptions.
The system built for content still powers Flo’s app today, delivering value and revenue at scale.
By tying user-centred language to product goals (engagement → adoption → revenue), we helped transform the feature into a measurable business outcome, not just an aesthetic improvement.
about the project
"Ryen delivered every project sharp, strategic, and fast .”
She's a must.”
- Natali, Flo
King is a leading interactive entertainment company for the mobile world, with people all around the world playing one or more of their games.
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connect, guide, and inspire.
If you want copy that not only clarifies flows and enhances engagement, but also tells your story, strengthens your voice, and elevates the user experience, let’s create something together.
