projects
2020 – 2022
Helping people quit for good
Turning behavior change into scalable digital care
Quit for Life had already helped millions of people through phone-based tobacco cessation coaching. I owned content strategy, journey design and UX writing for its digital transformation, creating a more personalized, scalable program grounded in clinical guidance and behavior-change support for every stage of quitting.
5.9 Million
People have quit or reduced tobacco use through the program
95%
Satisfaction rate via multi-channel support
9.5 Million
Members reached
5x
Improvement vs going it alone
AT A GLANCE
ROLE
Senior UX Writer & Content Manager
COMPANY
Rally Health, San Francisco Bay Area (Remote)
DURATION
May 2020 – March 2022
PLATFORMS
Web · iOS · Android · Text & phone coaching · Email · Marketing
STRATEGY
Multi-population journey design spanning cessation, vaping, coaching and tiered support pathways
SKILLS
UX writing · Content strategy · Voice & tone · Behavior change · Personalization · PHI compliance
OVERVIEW
The work
Quit For Life is a tobacco cessation benefit offered through employer health plans, government programs and statewide public health initiatives, giving millions of people access to coaching, behavioral support and digital tools at little or no cost.
Rally Health expanded Quit for Life from a telephonic coaching program into a connected digital experience spanning web, iOS, Android, email and SMS platforms.
I led content strategy and UX writing for the end-to-end quitting journey, from enrollment through long-term support.
CHALLENGE & OPPORTUNITY
Words that meet people at their hardest moment
THE ASK
Rally Health was expanding Quit for Life into a scalable digital platform supporting multiple populations, health plans and enterprise clients while preserving the trust and effectiveness of the original coaching experience.
Quitting smoking is one of the hardest behavior changes a person can attempt. The content needed to feel clinically credible, emotionally supportive and genuinely helpful in moments when people felt vulnerable or discouraged.
THE OPPORTUNITY
One key insight shaped the content strategy: generally, smokers don't struggle to quit because they lack motivation. They struggle because they lack confidence in their ability to succeed.
How could we support millions of people through deeply personal change digitally? Offer personalized, scalable content journeys that build confidence instead of guilt through practical support, achievable progress and small behavioral shifts.
STRATEGIC APPROACH
Building confidence through scalable support
The digital experience extended behavioral coaching beyond scheduled coaching calls, giving members digital tools, guidance and reinforcement they could access in everyday moments.
01
Clinical Grounding
Collaborated with behavioral health experts and clinicians to translate evidence-based behavior change principles into supportive digital experiences for diverse populations.
02
Voice & Content System
Built and implemented voice, tone and content standards that balanced warmth, encouragement, clarity, clinical credibility and legal compliance.
03
Personalization Design
Created personalized content journeys tailoring support tools, quitting guidance, recommendedations and related wellness resources to different member needs.
04
Execution Across Touchpoints
Owned UX writing for web and mobile onboarding, coaching, quitting milestones, notifications, SMS, email and cross-platform member journeys.
05
Scalability & Systems
Developed adaptable content frameworks, enabling personalized support across health plans, populations and evolving digital experiences.
KEY OUTCOMES
What the work achieved
Digital transformation of a telephonic coaching program into connected experiences spanning web, iOS, Android, SMS and email.
MVP launch to 13 United Healthcare clients, introducing the digital experience to approximately 250,000 members as the foundation for broader digital adoption.
Digital program access introduced across a 9.5 million member Quit for Life ecosystem, expanding access to coaching, quitting resources and digital tools.
Personalized quitting journeys for five member populations, adapting pacing, support and recommendations to different needs and benefit structures through a flexible content architecture.
A hybrid care model integrating live coaching, digital tools and self-directed progress for lasting behavior change.
A more cohesive member experience through unified voice, tone and content standards grounded in empathy and evidence-based guidance.
Assets
A glimpse into the work
NEXT PROJECT
One app. Better care.
Unifying digital health across Optum
Integrated pharmacy, care, benefits and wellness into one digital experience designed to help millions of members navigate their healthcare more easily.
Let's Build Something
Worth Remembering.
Whether you're building a new team from the ground up, scaling an experience or shipping a product that needs to earn trust at every touchpoint, I bring the strategy, leadership and execution that turns vision into value.