App: Flo

Description: Flo helps people with periods track their cycles, offers daily health insights from recorded symptoms, and utilizes a virtual “health assistant” to give personalized advice. Medical doctors, universities, and health organizations all contribute to the app to provide users with actual scientific facts, allowing for more universal women’s health care by answering common questions without the hassle of a doctor’s visit. 

Media: Website (redesign), Instagram ad, display ad (to appear on women’s health sites, other women-related media), experiential 

#1: Website Redesign (top)

The redesign of the site focuses on maintaining the integrity of Flo’s brand, but enabling more user-friendly features to make it easier to navigate, as well as focusing on the contents of the app. The homepage features three main icons (sex + lifestyle, periods, pregnancy) that would direct users to pages regarding information both from the app, and the external info that the site gives on how the information is gained, other articles, etc. Those three topics really encompass everything the brand focuses on, so users should be directed to one of those icons for locating information. The second page is a newly designed page, strictly devoted to the features of the app. The site is lacking in focus on the app alone, instead integrating information from the app. This is good, but the site should sell the product by describing features, as well as showing them. The new page not only gives descriptions of key features, but actually shows what they look like when you download the app. 

#2: Instagram Ad (right)

This is an ad meant to appear as a promotion on someone’s feed as they scroll through Instagram. It will appear for users who appear to have used a search engine to ask questions about women’s health issues; there are many struggles that come along with that. As a woman, I know how hard it can be to find accurate and personalized information about what is going on with my body. The Flo app fights this Google search nightmare that occurs when you need answers about medical issues. This ad is meant to redirect those women to Flo, which uses medical professionals to help answer questions.

#3: Display Ad (left)

This ad can appear on any site related to women’s health issues; there are plenty of organizations that back Flo so I imagine this ad could be featured on one of those. Additionally, it would work for Facebook as well (there is a link that says “Download Flo” for ease of pushing consumers to the actual app). With this execution, readers are encouraged to think about what is happening with their bodies, or it resonates with those who are literally thinking “what is happening down there?” The ad provides an answer in the form of Flo, and gives a quick overview of what the app can help with, as well as an easy way to quickly download the app from the ad.