projects
2018 – 2020
Reimagining women's wellness
From stalled fitness app to Apple's App of the Day
Sanity & Self began as a struggling fitness app with low engagement and no clear identity. Through user research, rapid experimentation and a major content-led repositioning, we evolved the product into a broader, modern self-care platform for women.
500K+
Global installs
3×
Onboarding conversion
1,000+
Audio sessions built
30+
External creators managed
As seen in
AT A GLANCE
ROLE
Senior Content Strategist & UX Writer
COMPANY
Sanity & Self (Moov, Inc), San Mateo, CA
DURATION
2017 – 2020
TEAM
Solo content lead + 30+ creator partnerships
PLATFORMS
Mobile app (iOS & Android) + Web + Email
SKILLS
Content strategy · Brand voice · UX writing · Audience research · Creator partnerships · Onboarding optimization
OVERVIEW
The work
As the sole UX writer and content strategist within a small startup team, I helped transform Moov Studio from a struggling fitness app into Sanity & Self, a more personalized self-care platform for women.
My role spanned audience research, UX writing, onboarding, acquisition campaigns, creator partnerships, email, advertising and cross-platform brand voice, while collaborating closely with leadership, product, design and engineering within a highly iterative environment.
CHALLENGE & OPPORTUNITY
A product looking for its reason to exist
THE ASK
Moov Studio had a product but no clear identity, audience or point of view. The app struggled to differentiate itself in an increasingly saturated fitness market while onboarding, messaging and content experiences lacked focus and cohesion.
The ask was to help redefine the product around a clearer audience strategy, create a more cohesive voice and content experience and support rapid experimentation within a fast-moving startup.
THE OPPORTUNITY
User research revealed that many women engaged more deeply with content centered on emotional self-care and sustainable daily habits more than traditional performance-focused fitness content.
I saw an opportunity to move away from a "one-size-fits-all" fitness app and reposition the product around more meaningful self-care experiences for women navigating anxiety, relationships, burnout and everyday mental health challenges.
STRATEGIC APPROACH
Five phases from research to reinvention
My approach focused on understanding underserved user needs, building a cohesive content foundation and rapidly testing ideas in a startup environment where strategy and execution often happened simultaneously.
01
Brand Repositioning & Storytelling
Led audience research and manifesto storytelling efforts including the "Burst the Bubble" campaign, helping reposition the app around emotional wellbeing and comprehensive contemporary self-care.
02
Content Strategy & Architecture
Created the "self-care poverty line" framework, using audience research and emotional readiness to identify gaps and shape personalized journeys around stress, sleep, mindfulness, self-love and more.
03
Creator & Coaching Ecosystem
Recruited and built a network of 30+ therapists, coaches and wellness experts supporting on-demand self-care content, live coaching and active in-app community forums.
04
Execution Across Every Touchpoint
Owned UX writing and brand voice across the mobile app, onboarding flows, email campaigns, acquisition ads, creator communications and marketing, Every word, from the initial splash screen to each push notification, was built around the mission and the member.
05
Optimization & Iteration
Used fast-cycle testing and data-driven iteration to improve messaging, enhance personalization and continuously refine the acquisition and activation funnels, tripling onboarding conversion from 3% to 9%.
KEY OUTCOMES
What the work achieved
Brand repositioning of Moov Studio into Sanity & Self, transforming a fitness app into a distinct women's wellness platform.
500K+ global installs in 2019 across iOS and Android platforms.
Onboarding conversion growth from 3% to 9% through personalized onboarding journeys, audience targeting and iterative funnel optimization.
A "self-care poverty line" framework using behavior change principles, life stages and self-care goals to shape personalized member experiences.
An integrated, multi-channel self-care ecosystem combining 1,000+ original audio sessions, live coaching across video, chat and phone, active community forums and digital self-care tools.
Apple's "App of the Day" recognition along with national media coverage in TechCrunch, The New York Times, Fast Company and Elite Daily.
Assets
A glimpse into the work
NEXT PROJECT
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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.