Welcome Journey Redesign: A Smarter Start For Wondr
Lifecycle Strategy • Personalization • Audience Segmentation • Health & Wellness Messaging
Approach
Built a scalable, personalized framework using CRM data to segment users by age and gender—driving more relevant, tailored content across the user journey.
Applied behavioral science principles such as social proof, loss aversion, anchoring, and self-perception to boost motivation and reduce friction in decision-making.
Mapped a 6 email journey that introduced Wondr’s value props, addressed FAQs, surfaced testimonials, and included action-based responsiveness to maintain engagement.
Collaborated cross-functionally with product, design, and Salesforce/CRM teams to align strategy with technical execution and behavior-driven best practices.
Developed segmentation-specific messaging that spoke directly to users' life stages and mindsets—e.g., muscle maintenance for men, perimenopause for older women, mental health and body image for younger participants.
Designed fallback and “catch-all” logic to ensure no user was left behind, even if key segmentation data was missing.
Tested email logic and subject lines to optimize open rates and conversions, with an ongoing A/B testing framework to guide iteration.
The Work
I led the development and rollout of Wondr’s 2025 Welcome Journey—redesigning the experience from the ground up using segmentation, behavioral triggers, and a personalized messaging approach. The journey was designed to meet people where they are, whether they were exploring weight loss for the first time or skeptical of health programs altogether.
This work required strategic content planning, UX writing, and lifecycle marketing to move users from passive eligibility to active enrollment.
The Challenge
As Wondr Health expanded its product offerings and partnerships, we needed to rethink our welcome experience. The original journey lacked personalization and flexibility—leaving eligible participants underwhelmed, uninformed, or disengaged. I needed to create a dynamic, always-on welcome journey that delivers timely, relevant, and personalized content to drive enrollment at scale.
Email 1: Welcome (Female)
Email 1: Welcome (Male)
Findings
This new Welcome Journey helped shift our marketing from a static, one-size-fits-all approach to an adaptive, insight-driven experience. Early indicators showed increased open rates, stronger engagement across age and gender segments, and positive qualitative feedback from client partners.
More importantly, the strategy laid the foundation for long-term lifecycle improvements—including future journeys like Nurture and Retargeting. The work also enabled a scalable rollout across client cadences, with the flexibility to test, learn, and optimize in real-time.
By combining thoughtful segmentation, behavioral economics, and cross-functional collaboration, we moved closer to a truly personalized, human-first enrollment experience.
Email 2: FAQ (Female)
Email 2: FAQ (Male)
Email 3: Rewards (Female)
Email 3: Rewards (Male)
Email 4: Testimonials (Female)
Email 4: Testimonials (Male)
Email 3: Rewards (Female)
Email 3: Rewards (Male)