Professional Case Studies
Boosting Engagement and Healthy Habit Formation in Diabetes Management
Digital Health Platform | B2C | Pharma / HealthTech
Role /// DX & Behavioral Design Lead
Client /// Global Pharmaceutical Brand (Anonymized)
Primary Stakeholders /// VP,UX; VP, Technology; Director of Engineering
Increasing Engagement & Retention ////////////////////
I developed and implemented a behavioral design strategy and optimization roadmap that increased new user conversion by 25–35% and drove up to 40% more activation of critical health management features—empowering users to build lasting healthy habits and improve medication adherence.
IMPACT
Mapped end-to-end user journeys and identified friction points from first touch through sustained engagement.
Developed content and UX strategies to surface high-value features (like meal planning and recipe tools) early in the experience.
Conducted moderated qualitative research to uncover user motivations, challenges, and triggers for action.
Designed and executed A/B tests to improve usability, reduce drop-off, and optimize conversion funnels.
Applied behavioral science principles—like goal gradient effect, commitment devices, and social proof—to encourage consistent engagement.
Established success metrics tied to registered user activation and feature adoption.
MY PROCESS
Rather than focusing solely on acquisition volume, I designed strategies to convert interest into daily action—connecting experience improvements to measurable health outcomes.
What I Changed—and Why It Worked ////////////////////
+25–35% increase in new user conversion
+40% uplift in activation of health management features
Sustained improvements in engagement and medication adherence
OUTCOMES
What Limited Results Before
The team lacked in-house expertise combining behavioral science and UX experimentation, and had limited capacity to translate research insights into validated design strategies.
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