WellDoc: Pioneering the First FDA-Approved Mobile App for Diabetes Management
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The Challenge WellDoc was in the early stages of piloting Diabetes Manager®, the first FDA-approved mobile app for diabetes management, in partnership with McKesson and AT&T. The challenge was to create a seamless user experience across multiple mobile platforms, including iOS, Android, and Java-based flip phones—each with distinct messaging constraints. The Strategy To enhance patient engagement and usability, I: • Streamlined patient messaging to ensure clarity and consistency across all platforms. • Developed comprehensive patient user guides that simplified onboarding and usability. • Optimized the flow of messages to create an intuitive user experience, improving patient adherence and engagement |
The Impact
• Enabled clear, accessible communication for a diverse patient population using different mobile technologies.
• Improved usability and patient adherence, contributing to the success of WellDoc’s pilot program.
• Helped lay the foundation for future mobile health innovations, as Diabetes Manager® became a benchmark for FDA-approved digital therapeutics.
• Enabled clear, accessible communication for a diverse patient population using different mobile technologies.
• Improved usability and patient adherence, contributing to the success of WellDoc’s pilot program.
• Helped lay the foundation for future mobile health innovations, as Diabetes Manager® became a benchmark for FDA-approved digital therapeutics.
Anthem | Empire Blue Cross Blue Shield: Driving Employer Engagement
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The Challenge Anthem sought to increase clickthrough rates for their wellness program email campaigns, targeting employers who already provided health insurance to their employees. The goal was to position the wellness program as a value-added upsell, improving employer adoption and engagement. The Strategy To optimize engagement and conversions, I: • Refined email copy and subject lines to create a more compelling call to action. • Focused on clear, benefit-driven messaging that highlighted how the wellness program could improve employee health and productivity. • Adjusted email structure and formatting to enhance readability and encourage action. • Ensured alignment with Anthem’s brand voice and strategic goals. The Impact • Increased clickthrough rates by more than 50%, significantly boosting employer engagement. • Strengthened the wellness program’s positioning as a must-have benefit rather than an optional add-on. • Provided Anthem with a refined email strategy that enhanced future employer communications. |
P&G | Tide Fabric Care Network – Downy Product Recommender
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The Challenge Consumers typically choose fabric softeners based on scent preferences, yet traditional marketing focused on promoting the latest product rather than guiding customers to the best option for their tastes. P&G sought a more personalized approach to product recommendations to drive engagement and sales. The Strategy While working with Whittmanhart Interactive, I proposed a customer-first approach: • Instead of recommending the newest Downy product, we would provide personalized recommendations based on individual scent preferences. • I collaborated with a designer, two developers, and a statistician to build a logic-driven tool that guided users through a tailored questionnaire. • The tool analyzed consumer responses to suggest the ideal Downy product for each user. |
The Impact
• Successfully launched the Downy Product Recommender, a groundbreaking tool built before AI-driven personalization.
• Increased consumer engagement and product trust by aligning recommendations with real preferences.
• Boosted Downy sales, demonstrating the power of user-centric product guidance.
This project was one of my favorites—blending consumer psychology, digital innovation, and strategic problem-solving to create a truly valuable experience.
• Successfully launched the Downy Product Recommender, a groundbreaking tool built before AI-driven personalization.
• Increased consumer engagement and product trust by aligning recommendations with real preferences.
• Boosted Downy sales, demonstrating the power of user-centric product guidance.
This project was one of my favorites—blending consumer psychology, digital innovation, and strategic problem-solving to create a truly valuable experience.
Federal Reserve Board of Governors | Intranet RedesigN
The Challenge
The agency’s internal website landing page served as a key resource for multiple divisions and departments, yet it was outdated and inefficient. Originally built in ColdFusion by a developer in collaboration with a librarian, the site was difficult to navigate and not optimized for employee productivity.
The Strategy
While working with the Internal Communications Team, I ensured content was published in a timely manner and recognized the need for a more user-friendly, task-based solution. Drawing on my expertise in copy, content design, and user experience, I:
• Consulted with the Internal Communications Director, who was already considering an update but needed guidance on direction and strategy.
• Recommended several agencies specializing in usability-focused intranet redesigns.
• Helped facilitate the selection of Gerry McGovern, a usability expert and author of Customer Carewords, whose methodology centered on identifying top employee tasks and designing the site around them.
The Impact
• Led the shift from a content-heavy, inefficient intranet to a high-functioning, task-driven platform.
• Reduced time spent on the site while significantly increasing employee productivity.
• Positioned the Internal Communications Team as a strategic leader in improving workplace efficiency.
This project was a prime example of how user-focused design and strategic content organization can transform internal communications and operational effectiveness.
Winsupply | Website & Email UX Language Optimization
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The Challenge
As Winsupply was building its new website, they needed to streamline the user experience by refining site language, help text, and email communications. The goal was to ensure clarity, usability, and consistency across digital touchpoints. The Strategy With a strong background in UX/UI writing, I: • Crafted user-friendly language for both the website and email communications, improving readability and engagement. • Developed help text to enhance user navigation and reduce friction in the customer journey. • Optimized product content to ensure clarity and consistency across the new e-commerce platform. The Impact • Delivered a more intuitive site experience, reducing confusion and increasing ease of use. • Ensured cohesive messaging across web and email communications. • Supported a seamless product launch by aligning content with user needs. This project reinforced my ability to blend UX/UI best practices with compelling content strategy to improve digital experiences. |
Cintas Cares | Showcasing Philanthropy Through a MicrositE
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The Challenge
While working as an Associate Creative Director at BRC Marketing, I was tasked with solving a key problem for Cintas: their extensive philanthropic efforts were virtually invisible—buried deep within their corporate website, making it difficult for employees and the public to see the full scope of their impact. The Strategy To bring Cintas’ culture of giving to the forefront, we proposed and developed a dedicated microsite—a fully immersive experience that: • Highlighted employee-driven philanthropy with storytelling, visuals, and real-world impact. • Featured clear navigation and a simple structure, making it easy for users to explore initiatives. • Created an emotional connection with visitors, reinforcing the brand’s commitment to community involvement. |
The Impact
• The microsite successfully elevated Cintas’ philanthropic brand story, making their efforts more visible and engaging.
• Though the standalone site has since been replaced with a Community Impact section on the main website, the core messaging, structure, and emotional appeal remain intact, proving the long-term value of our strategic approach.
This project was a testament to the power of brand storytelling, UX strategy, and purpose-driven content in shaping how audiences perceive corporate social responsibility.
• The microsite successfully elevated Cintas’ philanthropic brand story, making their efforts more visible and engaging.
• Though the standalone site has since been replaced with a Community Impact section on the main website, the core messaging, structure, and emotional appeal remain intact, proving the long-term value of our strategic approach.
This project was a testament to the power of brand storytelling, UX strategy, and purpose-driven content in shaping how audiences perceive corporate social responsibility.