CASE STUDY: COLLECTIVE HEALTH
Built a scalable voice and content system to simplify complex healthcare experiences for 100K+ users.
Role: Lead Content Strategist & Content Designer
Scope: Voice & tone, UX content, lifecycle content systems
Timeframe: 2017–2019
SNAPSHOT
My Approach
I approached this as both a clarity problem and a systems problem.
The goal wasn’t just to simplify language—but to:
create a repeatable framework for clear, compliant communication
align content across product, marketing, and support
balance legal accuracy with usability
establish copy as a trust and retention lever by making it human and jargon-free
The Problem
Healthcare benefits are inherently complex—and the content reflected that.
Users faced:
dense, compliance-heavy language
inconsistent tone across touchpoints
confusion during critical decision-making moments (e.g. Open Enrollment)
Internally, there was no unified system guiding how content should be created.
This created both user friction and business risk.
What I Led
Built a company-wide voice and tone system for regulated content
Partnered with legal and compliance teams to ensure accuracy without sacrificing clarity
Designed UX and lifecycle content across product and communications
Created Open Enrollment education systems to guide high-stakes user decisions
Established scalable standards used across teams
The Outcome
Improved clarity across complex healthcare touchpoints for 100K+ users
Reduced inconsistency across product and lifecycle content
Increased user confidence during critical decision-making flows
Enabled teams to move faster within a clear content system
Why It Matters
In regulated environments, content often becomes a barrier. This work turned it into an industry-distinguishing tool for clarity and trust—creating a system that:
scales across teams
reduces cognitive load
maintains compliance without sacrificing usability
Core Skills Demonstrated
Voice & Tone Systems · Regulated Content Strategy · UX Content · Cross-functional Alignment · Content Governance