Senior Content Designer (Mat Leave Cover) in London

London. 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. 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 bodies 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-focused 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.
• 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.

Nice to have

• 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 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.

What you’ll be doing

• 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 practices, collaboration, democratization.
• 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-centred 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 existing end-to-end experiences to identify areas for optimisation.
• Running workshops, crits, and ideation sessions.
• Integrating AI tools into day-to-day work.

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

• 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 inclusive workplace.