Senior Content Designer; Mat Leave Cover

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 , we’re building the next generation of digital health – AI-powered, privacy-first, clinically backed – to help our users know their body better.

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.

• Deep Content Design expertise and meticulous attention to detail: able to simplify complexity and craft clear, engaging user experiences.
• 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.
• A portfolio demonstrating measurable impact: showcasing work that improved user experience, drove metrics, or delivered meaningful outcomes.
• Ability to work independently and proactively: able to create clarity, make progress in ambiguity, and drive work forward without close supervision.
• Understanding of design systems and experience contributing to one.

• Experience writing for gamified and behaviour-change-driven experiences: able to design content that motivates, guides, and sustains user engagement over time, using principles from behavioural science, habit formation, and persuasive design.
• Experience working in health tech or other regulated industries: comfortable creating clear, compliant content within regulatory constraints, collaborating with i.e. legal, medical stakeholders while maintaining a strong user‑centred voice.
• Familiarity with AI- and LLM-powered content exploration and design: confident using emerging AI tools to explore, prototype, and iterate on content and experiences, with an understanding of both their creative potential and practical limitations.

• 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,…