In the wake of the 2020 covid pandemic, the idea for the app was conceived. Understanding vaccines and remembering which shots you or your child, or pet, have received is an important part of keeping yourself and your family healthy. Understanding vaccines and remembering which shots you or your child, or pet, have received is an important part of keeping yourself and your family healthy.
Challenge
Parents and healthcare professionals needed a faster, more reliable way to access trusted medical information on the go. While the app had strong brand equity, engagement was dropping, and competing platforms were outperforming in discoverability, personalization, and user retention.
Strategy
I approached this challenge by unifying UX strategy, SEO discoverability, and personalization frameworks to redesign the mobile experience. The goal: increase acquisition, improve engagement, and reduce time-to-information for clinicians.
- Mobile-First UX Redesign
- Personalized Journeys
- Experimentation & Continuous Learning
Execution & Leadership
I led cross-functional collaboration by utlizing focus groups of parents and professionals, partnering with engineers, and medical advisors to ensure business goals aligned seamlessly with user needs. Using agile delivery methods and tools like Jira, I prioritized backlog items and drove rapid test-and-learn iterations to accelerate outcomes. To secure buy-in and alignment at the leadership level, I framed insights and recommendations through clear, strategic storytelling—pairing compelling narratives with user data and test results to influence senior stakeholders.
Results
The experience led to stronger engagement with the app, as users spent more time interacting with personalized content and were able to find information more quickly. Returning user sessions increased as onboarding and tailored recommendations encouraged repeat visits. Content became easier to discover, earning higher placement in app stores and search, while a faster experimentation cycle allowed the team to continuously optimize and deliver improvements at a much quicker pace.