Company: Hooks
Location: Chicago, IL
Worked: June 2015 - November 2015
Department: Product
Role: Digital Strategy Consultant
Brand & Client Exposure: Hooks


My mom always warned me against meeting people online. 

That's the problem that telemedicine start-up Analyte Health set out to solve three years ago.

Analyte Health strives to provide easy access to education, diagnostic testing, expedited test results, and personalized testing recommendations - all at the convenience of the consumer.

Analyte Health made a few strategic hires — a UX Designer, a Web Designer, a SEO Marketer, and a Content Strategist — as the start-up grew to help define and manage strategies that would ultimately improve the overall consumer experience.

Prior to my involvement, the discipline of 'content strategy' was not a dedicated responsibly — which can prove to be a hinderance when trying to design products and services geared to niche consumer groups.

With that in mind, over the last year I've helped develop an overarching content strategy for Analyte Health's various online products and services.  

By performing competitive content audits, conducting on-site surveys, viewing HotJar heat-map recordings, and initiating user testing — we were able to create products that better met our consumer's needs.

All of this allowed us to uncover the most valuable thing imaginable, actionable insights. 

Additionally, working with SEO, Design, and Development teams allowed us to make sure that the highest level of usability and functionality is utilized at all times.

One of the bigger decision points that was made was a shift in the tone and voice of our product's messaging. 

On it's conception, many of our offerings were written and designed by doctors - which shifted their overall messaging bias to be up-front and academic, as opposed to conversational and friendly. 

Making the recommendation to shift towards a more humanizing brand messaging strategy showed immediate improvement across the board. 

Working with our technical and medical teams to identify ways to create a better user experience in the medical field is not the easiest task in the world. 

When you add in compliance with legal and government regulations — it can get down-right tedious. But understanding how to take insights and turn them into opportunities is probably the best job in the world.