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.
While UX is all about the user, sometimes we must balance business needs as well. The Stories feature became a conversion driver at scale. Proof that thoughtful storytelling can drive measurable business outcomes.
about the project
The Problem
Issues
1. Lack on value in key journey moments for freemium users
2. Generic content that didn't address specific user needs or motivations
3. No scalable system to keep free users engaged long enough to see value
In short, users weren’t seeing why they should go premium
About the project
Goals & Success Criteria
About the project
- Premium subscription conversion rate driven by Stories
Key Success Indicator:
- Increase conversions from free users to premium subscribers.
- Make Stories feature instantly recognizable as valuable content
Primary Goal:
Role & Process
1) Position Stories as a Value Engine, Not Just Content.
- Stories were reframed to signal tangible insights and guidance critical to user goals
- This helped shift the user's mindset from “this is content” to “this helps me right now.”
2) Strategic Upgrade Prompts Within Stories.
-Users experienced part of a story for free, then received a subtle upgrade prompt tied to unlocking deeper insights
3) Scalable Storytelling Framework.
- Frameworks for story intros
-Tone guides for story segments
-Localization templates
4) Created Abridged Content Guide for Stories
- Served as a quick reference for my freelance team.
About the project
- Standardizing tone and terminology across the feature by creating an abridged style guide
- Wrote microcopy, story intros, CTAs, and daily push notifications
- Led a team of 20 freelance writers
- Daily push notification content plan
Outcome & Learnings
About the project
- Users don’t upgrade because of features; they upgrade because they understand the value those features unlock.
- When you carefully write upgrade language that feels like unlocking more value, and not like forcing a sale, users will convert.
Learnings:
- The Stories feature became a direct conversion driver for premium subscriptions.
- Engagement with Stories increased overall time spent in app.
Outcomes:
"Ryen delivered every project sharp, strategic, and fast .”
- Natali, Flo
