Strategy
Across these projects, I've led the content strategy for long-term engagement, product feature pilots, and behaviour change programmes. A key part of my work is connecting editorial thinking with UX, science, and data.
Ongoing Engagement Content · Editorial strategy & content management
I led the content strategy for a health app's long-term engagement stream, building a framework designed to keep users coming back to the app on a regular basis and truly engaging with our product.
What I did
Ran quarterly cross-functional workshops with product, marketing, and science teams to improve stakeholder relations and ideate content direction
Implemented format changes to improve user experience; increasing white space, establishing a house style, embedding visual interest to break up the scroll e.g. infographics, and diversifying to include more multi-media content
Built a content pillar framework across seven topics – nutrition, sleep, movement, emotional wellbeing, recipes, behaviour change tips, and biological age
Commissioned work from freelance writers, designers and creators
Built a science and medical review workflow to ensure every piece of content was evidence-based and scientifically accurate before publication
Tracked performance continuously, with dwell time as a key performance indicator
Results
Article dwell time increased to over 60 seconds, indicating content was genuinely useful – not simply just clicked on.
Points and Rewards Pilot · Content strategy, UX copy & email
I led the content strategy for a pilot of a new Points & Rewards feature, creating a consistent experience across each touchpoint in the app.
What I did
Developed the content strategy for the pilot from brief through to delivery
Planned and wrote all copy for an email campaign to drive awareness, onboarding, and ongoing engagement
Wrote UX copy for the full user journey – including onboarding screens, intro screens, and in-app messaging
Created FAQ copy for both the in-app experience and the help centre
Results
Compared to the control group, pilot users were:
9x more likely to read articles
17x more likely to watch videos
22x more likely to complete a goal
Behaviour Change and Goal Optimisation · Content and UX audit
On the app I was working on, user goal attrition was high (too many people were starting goals and dropping out). An audit pointed to app content that was text-heavy, using behaviour change techniques inconsistently, and pushing notifications that were poorly timed or duplicating content.
What I did
Identified key drop-off drivers through a content and UX audit
Developed a content plan to replace one-size-fits-all goals with levelled equivalents, pitched at different stages of user readiness
Collaborated with a behavioural science specialist to design – and implement – the levelled goal framework
Introduced personalised goal-setting prompts that triggered timely, contextually relevant notifications – replacing generic reminders with meaningful nudges
Results
~30% reduction in goal attrition pointing to a strong impact on retention.