500M+ downloads. 77M+ monthly users. A decade of building – and we’re still accelerating.
Flo is the world’s #1 health & fitness app worldwide on a mission to build a better future for female health. Backed by a $200M investment led by General Atlantic, we became the first product of our kind to reach a $1B valuation in 2024 – and we’re not slowing down.
With 6M paid subscribers and the highest-rated experience in the App Store’s health category, we’ve spent 10 years earning trust at scale. Now, we’re building the next generation of digital health – AI-powered, privacy-first, clinically backed – to help our users know their body better.
The job
It’s an exciting period of growth for the company. That’s why we need someone who sees the product through our users’ eyes, manages business needs, and will champion the importance of Content Design as an essential part of a product team. Someone who can bring creativity and clarity to every touchpoint and can turn complex concepts into something simple, human, and engaging.
You’re an exceptional Content Designer with an interest in health technology that solves real-world user problems, as well as designing experiments that boost metrics. You can flex between prototyping new products, designing end-to-end experiences and creating compelling microcopy such as feature overviews, paywalls, error messages, and pushes.
- You’re comfortable coming up with solutions and new processes, challenging ways of working while also listening in order to understand and serve business needs.
- You thrive in a fast-paced, growth-focussed environment.
- You’re confident explaining your hypotheses and the process behind your decisions.
- You’re happy to run workshops, crits, and reviews to not only improve your own work but the work of your peers as well.
- You lead by example - sharing work and critiquing others based on business needs, user needs and best practices.
- You collaborate well with Product Management, Product Design, Analysts, Research, Engineering etc.
- You’re comfortable feeding into planning and prioritisation, both on your product team and on the Content Design team.
- You continually seek opportunities to help improve the business, experience, workflows or process.
- You have a passion for Content Design and the value it brings to the design process.
Your Experience
Must have:
- Deep Content Design expertise and meticulous attention to detail: able to simplify complexity and craft clear, engaging user experiences.
- Commercial mindset: comfortable balancing user needs with business goals and understanding how content drives commercial impact.
- Experience in writing and designing for conversion optimisation: confident experimenting, iterating, and using data to inform decisions.
- Experience in using ethical persuasion: able to recognise when and how to guide users toward action in an ethical, supportive way while meeting business needs.
- Experience co-designing with product designers: proficient in collaborative tools and contributing to prototypes and end-to-end journeys.
- Exceptional communication and storytelling skills: able to articulate rationale, influence cross-functional partners, and advocate for Content Design at all levels.
- Ability to work independently and proactively: able to create clarity, make progress in ambiguity, and drive work forward without close supervision.
- Strong stakeholder management skills: confident managing multiple inputs, prioritising effectively, and distinguishing essential feedback from personal preference.
- A portfolio demonstrating measurable impact: showcasing work that improved user experience, drove metrics, or delivered meaningful outcomes.
What you'll be doing
You'll be responsible for:
- Empowering women, girls, and people who menstruate to better understand their bodies and be on top of their health through exceptional content design.
- Advocating for Content Design both on your team and in the wider community.
- Proactively seeking areas for improvement, working with all content disciplines and across other product streams to find solutions.
- Working closely with Localisation to ensure messaging and tone of voice is kept consistent and makes sense across different markets.
- Evangelising for human-centred design, readability, accessibility and creativity.
- Helping other Content Designers develop their skills, by sharing best practice, collaboration, and training.
- Collaborating closely with Product designers to co-design and create concepts that aim to improve our users’ experience.
- Collaborating closely with UX researchers and data analysts and using data-driven insights to design exceptional user-centered experiences that meet the needs of our users and drive business success.
- Supporting product managers and design leads to shape initiatives and define the roadmap.
- Evolving design concepts and user journeys from early-stage prototypes to high-fidelity mock-ups.
- Conducting heuristic evaluation of current end-to-end experience to identify areas for improvement and optimisation.
- Running workshops, crits, and ideation sessions.
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How we work
We’re a mission-led, product-driven team. We move fast, stay focused and take ownership – from brief to build to impact. Debate is encouraged. Decisions are shared. We care about craft, ship with purpose, and always raise the bar.
You’ll be working with people who take their work seriously, not themselves. It takes commitment, resilience, and the drive to keep going when things get tough. Because better health outcomes are worth it.
What you'll get
We support impact with meaningful reward. Here’s what that looks like:
- Competitive salary and annual reviews
- Opportunity to participate in Flo’s performance incentive scheme
- Paid holiday, sick leave, and female health leave
- Enhanced parental leave and pay for maternity, paternity, same-sex and adoptive parents
- Accelerated professional growth through world-changing work and learning support
- Flexible office + home working, up to 2 months a year working abroad
- 5-week fully paid sabbatical at 5-year Floversary
- Flo Premium for friends & family, plus more health, pension and wellbeing perks
Diversity, equity and inclusion
Our strength is in our differences. At Flo, hiring is based on merit, skill and what you bring to the role – nothing else. We’re proud to be an equal opportunity employer, and we welcome applicants from all backgrounds, communities and identities. Read our privacy notice for job applicants.
