Embedding Moments of Action to Drive Engagement Across Healthline
Decision Utility Tools
role: director of ux/product design
disciplines: product & ux strategy, research, creative direction, compliance partnership, team leadership, systems level design
timeline: october 2024 - auguest 2025 (scaled launch)
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Actions I Led
Led the strategy to embed decision utility tools directly within high-intent articles, transforming passive content into interactive, action-oriented experiences aligned with Care Journeys and business priorities. Facilitated competitive analysis, partnered with UX Research on usability testing, collaborated with Compliance and Legal on PII-safe design, and guided designers in delivering a scalable suite of calculators and diagnostic tools.
Leadership in Practice
Aligned Product, Engineering, SEO, Editorial, and Revenue stakeholders around a shared engagement strategy rooted in user value and measurable outcomes. Balanced regulatory constraints, user trust, and business goals while mentoring designers and maintaining execution momentum across multiple parallel tool launches.
Results at a Glance
Increased Actions Per Session (APS) by 33% year-over-year, with several tools delivering multi-X engagement lifts across high-traffic experiences. Contributed directly to Activate program performance, supporting renewals and more than $11M in pitched revenue for 2026.
Why This Matters
This work demonstrated how thoughtfully embedded utility can meaningfully increase engagement without compromising trust or editorial integrity. By turning information into action at scale, we strengthened the product ecosystem while directly supporting business growth.
The Strategy // Define → Ideate
the user perspectiveHealthline articles attract high-intent users seeking answers. They need help understanding their condition and deciding on next steps.
Many reach a decision point and still ask: “What does this mean for me?”
There were limited in-context decision moments embedded directly within articles.
Actions Per Session (APS) was a critical engagement and monetization metric
Revenue programs depended on sustained engagement, not just pageviews
Solutions needed to increase interaction without eroding trust or editorial integrity
the business standpointThe challenge was to introduce utility that felt personal, compliant, and genuinely helpful— not intrusive or promotional.
The Challenge // Empathize → Define
I helped lead a shift from static education to decision utility embedded directly within the article experience.
Create seamless moments of action within an article—where utility, education, and navigation work together.
strategic pillars:
Deliver high user value with minimal friction and align to revenue driving initiatives
Use results pages to provide clear interpretation, actionable next steps, and relevant resources
Ensure all experiences were compliant and safe when handling user inputs and PII
Actions I Led // Ideate → Prototype → Test → Iterate
Developed the strategy for integrating decision utility tools into article templates using user personas to improve APS, time on page, and clicks per session.
Advised on tool prioritization and placement based on user need, condition value, and business goals. Each business goal received a weighted value that was applied to each tool to inform prioritization of build.
Mentored UXR, Content and Product Designers:
Provided creative direction & final sign-off
Defined usability testing strategy and ensure clarity, comprehension, & trust
Determined utility tools were to be designed as part of a broader ecosystem
Worked closely with Compliance and Legal to:
Design PII-safe data collection
Define guardrails for inputs, disclosures, & outputs
Balance personalization with regulatory requirements
Leadership & Team Impact
This initiative required alignment across product, editorial, revenue, and compliance stakeholders.
Provided creative and strategic leadership across multiple tool initiatives running in parallel
Helped teams design within regulatory constraints without sacrificing usability
Stayed hands-on throughout reviewing interaction models, validating UI patterns, and pressure-testing edge cases related to data entry and results interpretation.
The result was a repeatable, scalable model for launching compliant, high-impact decision tools across Healthline.
Results // Scaled Launch
How it started
Disconnected tools with inconsistent engagement & limited integration into the article experience turned into tools felt native, supportive, and contextually relevant.
Tools delivered:
Calorie Counter
Macro Calculator
Sleep Calculator
Symptom Explorer
Blood Pressure Analyzer
BMI Calculator
A1C Calculator
How it’s going
+33% APS YTD across known users
Strong tool-level APS lift:
Calorie Counter: 10×
Macro Cal: 5×
Sleep Cal: 2.5×
Symptom Explorer: 2.5×
Blood Pressure An: 1.6×
BMI Cal: 1.5×
A1C Cal: 1.4×
Direct contribution to revenue with GLP1 renewal of $400K,
Biologic commit of $212K & >$11M total rev pitched for 2026
Reflection
This project demonstrated how small, well-timed moments of utility can unlock outsized impact.
By embedding compliant, personalized decision tools directly into trusted content, we helped users move from learning to action—while meaningfully increasing engagement and revenue.
