The challenge
The Macros tool gave committed users greater control over their nutrition, but many never opened it. Others opened it and did not immediately understand how it fit into their day.
The tool itself worked. The language around it was doing less work.
Macros could appear technical before it appeared useful, creating distance between a user’s initial curiosity and the action required to get started. For a product built around daily habits, that was not a small gap. Interest that never becomes use is still a missed opportunity.
The approach
Using behavioral data and journey mapping, we identified where users dropped off and where the language itself introduced friction.
We then rebuilt the messaging around those moments: email subject lines, calls to action and in-app prompts designed to explain the feature without overexplaining it. Journey-based variants allowed a curious newcomer and a returning user to receive language written for their different levels of familiarity.
The campaign did not sit on top of the product experience. The words became part of how the experience worked.
The outcome
More users explored Macros, understood what it offered and incorporated it into their routines.
The clearest response came from a user who, after finally making sense of the feature, wrote one word:
“Finally!”
For content designers, that is about as close as it gets to a standing ovation.
“I’d rank Colin in the top five writers I’ve ever worked with and would hire him again in a heartbeat. Not every great writer is a strategic thinker: Colin is both.”