Onboarding project | Flo

Imagine an app that understands your body before you do.

That’s Flo.

More than a tracker, it turns symptoms into insights and confusion into clarity, helping you feel in control, every day.

Because it’s not just about periods.
It’s about understanding yourself 💞

Flo App Overview: Value Proposition & Target Market

What is Flo?	A women’s health app that helps users track menstrual cycles, ovulation, symptoms, mood, and overall reproductive health using data + AI insights
Core Value Proposition	Personalized health companion — turns cycle data into actionable insights so users can better understand their body, predict cycles, manage symptoms, and make informed decisions
Target Market (Primary)	Women aged 18–40 (especially Gen Z & Millennials) who want to track periods, fertility, or hormonal health
Target Market (Secondary)	Women trying to conceive, managing PCOS/PMS, or exploring reproductive health deeply

Define your ICPs

Criteria	ICP 1	ICP 2	ICP 3	ICP 4
Name	Gen Z Student (Aanya)	Working Professional (Riya)	TTC Planner (Neha)	Health-Conscious (Kavya)
Age	18–22	24–32	28–36	26–38
Demographics	Student, urban/semi-urban	Working professional, ₹5–15L PA, urban	Married/committed, ₹8–25L PA, urban/semi-urban	Fitness/wellness focused, ₹8–20L PA, urban
Need	Understand periods, reduce confusion, basic tracking	Plan work/life around cycle, manage PMS	Track ovulation, increase chances of conception	Connect cycle with overall physical & mental health
Pain Point	Lack of education, irregular cycles, anxiety	Mood swings affecting productivity, unpredictability	Uncertainty in fertile window, stress	Fragmented health data, lack of holistic insights
Solution	Simple UI, educational content, cycle predictions	Accurate predictions, symptom tracking, reminders	Ovulation prediction, fertility insights, guided content	Integrated tracking (mood, sleep, symptoms), insights
Perceived Value of Brand	“A safe, judgment-free guide to understand my body”	“A smart tool that helps me stay in control”	“A reliable companion in my fertility journey”	“A holistic health partner beyond just periods”
Marketing Pitch	“Finally understand what your body is telling you”	“Plan your life with your cycle, not against it”	“Know your body’s timing with confidence”	“Your cycle is the key to your overall health”
Goals	Awareness, predictability, reduce anxiety	Productivity, balance, control	Conception, clarity, emotional reassurance	Long-term health optimization
Frequency of use case	3–5 times/week	Daily	Daily (phase-based)	Daily
Average Spend on the product	Low (free)	Medium	High	Medium–High
Value Accessibility to product	Very High. Easy onboarding, free features, intuitive UI	High. Comfortable with subscriptions & habit apps	Medium–High. Needs trust before relying fully	High. Already uses wellness tools
Value Experience of the product	Discovery-driven. Feels empowering but may drop off without habit	Utility-driven. Strong retention if predictions are accurate	Emotion-driven. High engagement but sensitive to accuracy	Insight-driven. High engagement if data feels meaningful
Income Spent On	Entertainment, food, shopping	Wellness, subscriptions, lifestyle, shopping	Healthcare, supplements, shopping	Fitness, nutrition, self-care, shopping
Frequently Used Social Media	Instagram, YouTube, Whatsapp, Tiktok	Instagram, LinkedIn, Whatsapp	YouTube, Facebook, Whatsapp	Instagram, Pinterest, Whatsapp

ICP Prioritization

Criteria	Adoption Rate	Appetite to Pay	Frequency of Use Case	Distribution Potential	TAM
ICP 1 (Gen Z)	High	Low–Moderate	Low	High	Large
ICP 2 (Working Professional)	High	High	High	High	Large
ICP 3 (Fertility Planner)	High	High	High	High	Moderate
ICP 4 (Wellness Seeker)	Moderate	Low	Moderate	Moderate	Moderate

Our ICP analysis shows ICP 2 (Working Professionals) and ICP 3 (Fertility Planners) are the sweet spot, high intent + strong willingness to pay.

Now, onboarding should reflect their needs:
quick and value-driven for professionals,
guided and trust-building for fertility users.

Because onboarding is where Flo proves it understands its users.

The Big 3 Ws - Who, What, Why

Our Chosen ICPs

Who

ICP 2 (Working Professional)

ICP 3 (Fertility Planner)

What

Wants accurate cycle predictions, symptom tracking, and quick insights to plan work, fitness, and lifestyle efficiently

Wants precise ovulation tracking, fertility insights, and reliable guidance to improve chances of conception

Why

Primary:

To stay in control of her body and plan life without disruptions

Secondary:

To manage PMS, mood, and energy levels while balancing work and personal life

Primary:

To increase chances of conception with confidence and clarity

Secondary:

To reduce stress, track fertile windows accurately, and feel supported in the journey

Jobs To Be Done

ICP	Goal Type	Goal Priority	JTBD	Validation Approach	Validation
ICP 2 (Working Professional)	Personal	Primary	Help users understand their body signals (mood, energy, PMS) and feel in control	User interviews	"I want to understand why I feel a certain way during the month instead of guessing."
Functional	Secondary	Help users track cycles and get accurate predictions to plan daily life efficiently	User interviews	"I want to know when my period is coming so I can plan my work, workouts, and travel without surprises."
ICP 3 (Fertility Planner)	Functional	Primary	Help users identify fertile windows and ovulation accurately to improve chances of conception	User interviews	"I want to know exactly when I’m most fertile so I don’t miss my chances."
Personal	Secondary	Reduce stress and provide reassurance throughout the fertility journey	User interviews	"I don’t want to feel anxious or confused—I want clarity and support."

Flo Onboarding Teardown

Flo Onboarding Teardown.pdf

🎯Activation Metric:

👉 A user is activated if they log period data + at least 1 symptom and view their first personalized insight within 1 day of signup

D1, D7, and D30 retention -

Name	D1 Action	D7 Action	D30 Action	User Type	LTV
Riya (Working Professional)	Logs period + views prediction	Logs symptoms 2–3 times/week	Checks cycle insights across full cycle	High-frequency, habit-driven	High
Neha (Fertility Planner)	Logs period + explores fertility window	Tracks ovulation + reads content	Tracks full cycle with high consistency	High-intent, goal-driven	Very High
Aanya (Gen Z)	Completes onboarding + logs once	Drops or logs inconsistently	Rarely active	Exploratory user	Low
Kavya (Wellness Seeker)	Logs symptoms + browses insights	Tracks mood/health regularly	Uses insights for patterns	Insight-driven user	Medium

A/B Test:

Variant A: Normal onboarding
Variant B: Guided onboarding (push to log + show instant insight)

Hypothesis:

Hypothesis 1:

Users who log ≥2 symptoms + view insights on Day 1 will have higher D7 retention

Hypothesis 2:

Users who check fertility insights in first 3 days are more likely to convert to paid

Hypothesis 3:

Users who enable notifications have higher D30 retention

Hypothesis Impact Table:

Hypothesis	Commitment (User Effort/Engagement)	Retention Impact	Referral Impact
Guided onboarding (force first log + insight)	High	High	Low
Personalized daily insights (based on cycle phase)	Medium–High	High	Low
Smart reminders (contextual, not generic)	Medium	High	Low