SmartFlu
content library

PRODUCT

SmartFlu, an at-home nasal swab test, app and website for people with symptoms of the flu and other upper respiratory infections. 

ROLE

Content strategist and lead writer

CHALLENGE 

Develop a content library that anticipates and answers users’ questions about the microorganisms and illnesses covered in the SmartFlu test. The content should be in-depth and evidence-based — but not overwhelming. It should also be easy to navigate on both mobile and web platforms.

SOLUTION

Create an at-a-glance section for each microorganism that answers key questions (for example, what illness the microbe usually causes and how long someone might be contagious). Follow this with more in-depth content that gives users the option to dive deeper if they want more information, all the way to the supporting research.

HOW I HELPED

• Worked across teams (medical, data science, design) to identify the key questions for the at-a-glance section, as well as the topics for the in-depth information that would follow. 

• Collaborated with the data science department to compile a spreadsheet of studies and other background resources so I could develop the content based on the best-available research.

• Worked closely with the Design Director to develop the content structure, navigation and UX for both the web and mobile platforms.

• Strategized with team members on the right tone and reading level for the content (friendly but not chatty, aiming for a 9th/10th grade reading level). 

• Wrote sample copy for two of the microorganisms and circulated it to key stakeholders for sign-off before developing the content in full (100+ pages!), pulling supporting evidence from the research spreadsheet. 

• Managed a multi-stage review and sign-off process involving stakeholders within the medical, data science, lab, regulatory and legal teams.

Explorer
”data stories”

PRODUCT

Explorer, a direct-to-consumer gut microbiome sampling product, app and website.

ROLE

Content strategist and lead writer

CHALLENGE 

Develop a library of content to engage users and help them interpret their microbiome results once they’ve sent in a fecal sample. The information should be in-depth and evidence-based — but not overwhelming.  It should also provide actionable insights on how users might modify their microbiome. The content must be easy to navigate on both mobile and web platforms.

SOLUTION

An expandable collection of “data stories,” each focusing on a different aspect of users’ microbiome results — for example, their microbial diversity score and their levels of weight-influencing microbes. Each story would be organized in a uniform template allowing easy navigation between three main sections: About, Results and Take Action. 

HOW I HELPED

• Collaborated with the Design Director to define the structure, navigation and UX for the stories. We wanted the stories to be skimmable but also expandable, providing more in-depth information for users wanting to dive deeper. We decided to use a tab structure that would keep the main categories up top (About, Results, Take Action), so users could toggle between them. Within these categories, we would have expandable subsections for users wanting to access more in-depth information, all the way to the supporting references.

• Assessed the supporting research compiled by data science team for each story. Carefully appraised this information, at times recommending that stories be put on hold due to a lack of good-quality research.

• Wrote each data story, aiming to make the content engaging, enlightening and actionable, with a 9th/10th grade reading level.

• Managed a multi-stage review and sign-off process for each story, involving stakeholders from the medical, data science, lab, regulatory and legal teams.

SmartGut
”Take Action” advice

PRODUCT

SmartGut, a clinical microbiome test to identify gut microbes associated with a range of health conditions, from Crohn’s disease to diabetes to heart disease.

ROLE

Content strategist and lead writer

CHALLENGE 

Develop diet, supplement and lifestyle recommendations for people who want to modify their microbiome to help prevent or treat certain medical conditions. These recommendations should be evidence-based — a challenge, given that much of the research on the microbiome is still at an early stage for many health conditions. 

SOLUTION

Give users actionable insights but be clear about the quality of the research by using a rating system. Make this a visible part of the design, along with a brief explanation of the science behind each recommendation.

HOW I HELPED

• Worked closely with the Design Director to define the structure, navigation and UX for the recommendations. Developed a template that allowed the information to be detailed but not dense. 

• Collaborated with the data science department to develop a grading scale for the research, ranging from “A” for the best-quality research (for example, a systematic review of high-quality studies) to “E” for the lowest-quality (for example, lab or animal studies). 

• Brainstormed with team members to come up with a name for our rating system: SmartScores. 

• Wrote a guide to help users understand each score and explain why we use them.

• Used the research compiled by the data science team to write each recommendation. Carefully assessed the studies and at times advised that we not include a recommendation because the research was very poor-quality or misleading.