CASE STUDY
Behavior Change Strategy
How I introduced a behavior change model rooted in science to help shift WebMD ONE from simply tracking habits to actively guiding users toward healthier lives.
User Before Engaging
“I’m excited to finally stick with healthy habits!”
User After Engaging
“This is a hassle … I'm just logging data but it's too much and I'm not really changing anything.”
The Problem:
Lack of Behavior Change Strategy
When I joined, WebMD ONE promised to help people change their health behaviors — but there was no real strategy behind that promise. The product leaned heavily on tracking (steps, sleep, weight) without addressing the psychology of why people start or stick with habits.
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Frustrated Users
Many users began their journey on WebMD ONE with excitement, eager to build healthier habits. But that enthusiasm quickly turned into disappointment when the platform offered little guidance, reinforcement, or sense of progress. Without a behavior change framework, our product made big promises about improving health outcomes but failed to deliver the ongoing support people needed to truly change their behaviors.
The Approach:
1 - Research
Researched existing models and science (BJ Fogg’s Behavior Model, COM-B, Atomic Habits, Octalysis, etc.).
3 - Evaluate
Mapped our product against the model — and documented where it was falling short.
The Implementation:
Used the framework to reimagine the user journey and how core features worked
With the foundational user journey mapped out we framed behavior change not just as a design tool, but as a differentiator in the wellness marketplace.
Clinically driven. Behavior change.
The Outcome:
Used the framework to reimagine the user journey and how core features worked
Adoption
The model was adopted across teams and became the second half of our product tagline: Clinically Driven. Behavior Change.
Direction
Gave product, UX, Marketing, and client-facing teams a shared language and framework for talking about outcomes.
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Recognition
Recognized with the WebMD Game Changer Award for advancing product strategy.
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With the foundational user journey mapped out we framed behavior change not just as a design tool, but as a differentiator in the wellness marketplace.
Key Takeaways
Identify Gaps
Saying “we improve behavior” isn’t enough — you need a science-based strategy.
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Map the Path
Mapping the product against a framework exposes gaps and unlocks opportunities for innovation.​
Science Matters
Behavior change models provided both clarity for teams and credibility in the market.
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