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Storytelling and design, working together for clarity
MyFitnessPal’s Macros tool is one of its most powerful premium features, but many users weren’t using it. Our job was to change that.
We partnered with the internal marketing and product teams to craft a user-centered campaign that didn’t just explain the feature, but seamlessly guided users into it.
How do you help people connect with something that’s already there — and make it feel essential?
Users weren’t ignoring the Macros feature — they just didn’t see how it fit into their routine. Many found it too technical or weren’t sure how to get started. For a product built on daily habits, that gap between interest and action was costly.
So we started by listening. Through user behavior data and journey mapping, we identified the points where curiosity dropped off, where language caused hesitation, and where the experience felt more like a wall than a welcome. That insight shaped everything.
We crafted messaging that worked within the user experience — not layered on top of it. Each subject line, each CTA, each in-app prompt became a tool for reducing friction. Instead of pushing users, we invited them in. Instead of selling, we explained. And by developing journey-based message variants, we reflected different levels of familiarity and motivation, allowing users to move at their own pace.
UX thinking, applied word by word.
The result was a reactivation. More users explored Macros, more understood its value, and more began integrating it into their routines.
As one user put it, “Finally!” — proof that good UX and clear language can change how people feel, and what they do.
Some kind words from Jennifer Koster, Senior Manager, Content Design at MyFitnessPal:
"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. He asks the right questions, and when he can't get answers he gives a range of options and suggestions.
His role at MyFitnessPal required him to write every kind of asset for internal/external and free/paid audiences. I was constantly impressed at his ability to capture the right tone for the situation, translate internal jargon, and be funny on demand.
He has such a positive attitude, and even when work was chaotic and feedback conflicting, he handled it like a pro and won over stakeholders on every team. I often received messages from people after they interacted with him: 'Colin's awesome, great hire.' You should hire him, too."
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