App Content

I create premium app content that starts with the user. Combining A/B testing, UX research, and audience insights, I develop and refine content around what people need, how they use products, and what helps them feel informed, supported, and understood.

At Flo Health, I’ve created content for teens, pregnant people, people navigating perimenopause and those using contraception for the first time. I’ve also worked across dating and fintech apps, adapting my approach to different audiences, products and moments in people’s lives.

From short, social-style videos to in-app stories and longer-form articles, I shape each format around its purpose and the person engaging with it. Whether I’m making a complex health topic feel less daunting or helping someone navigate a new experience, I keep the user’s needs and the brand’s tone of voice at the centre.

For me, great app content is more than something that sounds good. It should feel relevant, meet people where they are and make their experience of a product that little bit better.