Company: Albertsons
Industry: Grocery Retailer

The Challenge: Albertsons had useful health tools, but they lived in separate places and felt fragmented and hard to find. Customers were left bouncing between apps and pages, with no clear sense of how these features connected or how they supported their larger health goals.

The Process: My role was to craft the voice, structure, and messaging that unified all of Sincerely Health’s tools into a single, seamless flow. I worked closely with designers, engineers, PMs, and researchers to ensure every element of the experience aligned with both user needs and business goals. I focused on building a clear content architecture that made the platform easy to navigate, helping users discover features naturally and understand how each part of the experience supported their goals.

The Impact: The Sincerely Health experience transformed scattered wellness tools into a clear, engaging, and easy-to-use platform. The launch strengthened the company’s position in the digital wellness space and ultimately earned industry recognition, including being awarded Best Consumer Wellness App.

Here's how content helped shape and strengthen the Sincerely Health experience:

Unification: This work spanned multiple pillars—Health, Pharmacy, Nutrition, and Rewards—each with its own purpose and mental model. I partnered with designers to build a shared content architecture that tied these areas together so users wouldn’t feel like they were jumping between different apps. Consistent naming, navigation labels, and entry-point messaging helped establish Sincerely Health as one connected experience.

Clarity: Health data can feel overwhelming or overly clinical. I focused on translating insights into plain, actionable language that helped users understand what the information meant—and what to do next. Explanatory microcopy, clear labels, and supportive CTAs turned charts and recommendations into guidance users could trust.

Motivation: To keep users engaged, progress needed to feel rewarding without pressure. I crafted celebratory microcopy that acknowledged achievements, reinforced positive behaviors, and made progress visible at a glance. These moments helped turn everyday actions into small wins worth returning for.

Trust & Sensitivity: Sincerely Health supports deeply personal moments—managing prescriptions, scheduling vaccines, caring for loved ones. I worked with designers to ensure the language in these flows was clear, respectful, and reassuring.