Oral care "Progress Report"
My role: Lead UX Writer
The challenge: Paired to Sonicare's Diamond Clean smart toothbrush, the "Progress Report" became the app's primary value prop. With six behavioral smart sensors, the user's brushing habits would inform dynamic, personalized content meant to teach and inspire improved oral health. Partnering with UX Research and oral care SMEs, I created the rule-base and a bank of over 100 dynamic content variates to keep people brushing and engaged.
The goal
The Sonicare brushing app's retention and engagement were extremely low. Although downloads were high, average retention was approx. 14 days, with average engagement of approx. 5-7 uses.
The goal of the Progress Report feature was:
Provide the user with personalized, relevant brushing content that would 1) educate, enable awareness, and empower users to improve their oral healthcare, and 2) inspire improved app user retention and engagement, shifting KPIs from daily use to weekly/bi-weekly interactions
UI designs with content

UX user testing matrix, used to determine tone of dynamic content

The process
The stakeholders
Due to the healthcare aspects of the content:
Close partnership with Clinical was critical to verify the efficacy and accuracy of the subject matter
Frequent Legal reviews were needed to protect the Brand's accreditation
Ongoing collaboration with Marketing, Design, and Engineering was key to align on experience design
The copy requirements
To get started:
Isolate 30 personalized oral healthcare messages
All messages needed to remain at or below a 250 character max
Tone and comprehension levels needed to be tested for resonance
To help expedite the content creations process, a message structure of "[Intro statement] [Brushing problem] [Actions to improve]" was fomalized
The research
Multiple rounds of user testing were conducted
Pre-launch: Two thorough rounds of card-sort, focused on tone, comprehension, and overall preference
Post-launch: Quant triggers looking for frequency of feature visits and time spent on the page
The learnings
The metrics
Overall retention increased from 14 to 45 days, but actual usage saw no movement
The relationship
The content improved the amount of time users held onto the app, but did not inspire additional sharing of brushing habits
The next steps
Develop in-app feedback opportunity for users to ‘favorite’ or comment on actual content, and revise & scale the dynamic messaging to provide even more variety of content