Work with me
01Full-Stack Behavior Change
Copy, journeys, research, prototypes, and workshops to get the outcomes you need. Work usually takes four hires.
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Full-Stack Behavior Change
Copy, journeys, research, prototypes, and workshops to get the outcomes you need. Work usually takes four hires.
Behavior change in a product touches copy, journey, research, prototype, and workshops. Most consultants work in one or two of those layers. I work in all of them.
Specifically:
- ·User journey (re)design for activation, conversion, and retention
- ·In-app, onboarding, push, and email copy that drives behavior change
- ·Behavioral research including primary studies and ICP validation, and the thought leadership pieces that stem from it
- ·Working prototypes when a team needs to feel something before they buy in
- ·Workshops your team learns from so they can apply it once I leave the room
Deepest experience: Health tech and health insurance, industry-agnostic mobile apps and customer portals. My work translates anywhere a product or service needs users to engage and take repeated, deliberate action.
Best fit:
- ·Customer experience or engagement leads
- ·Product teams with a specific activation, conversion, or retention metric they need to move
- ·Training and development teams wondering how to get their points across effectively
02Retention and Engagement Audit
Reduce churn and understand and overcome why teams or users don't move from intent to action.
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Retention and Engagement Audit
Reduce churn and understand and overcome why teams or users don't move from intent to action.
Most retention and engagement problems get diagnosed at the wrong level. Teams know what users should do. They can't figure out why users won't do it.
The Retention and Engagement Audit identifies the bottlenecks and barriers.
Use cases: patient appointment adherence, customer activation and engagement, employee AI tool adoption, onboarding completion, churn at a specific step in the lifecycle.
Best fit:
- ·Leadership teams or product orgs with a stalled metric and the appetite to act on what they find
- ·Teams who have invested in and implemented without adoption
03AI Adoption Workshop
Get value from your implementations through proven frameworks and strategies.
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AI Adoption Workshop
Get value from your implementations through proven frameworks and strategies.
Your team has access to the tools. Most aren't using them, or using them well. The tool is not the problem.
This half-day workshop walks your leadership, L&D, or transformation team through the behavioral science of AI adoption: why intent doesn't translate to use and what to do about it.
Projects
Engaging the Disengaged
Digital health company serving Medicare, Medicaid, and DSNP populations.
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Engaging the Disengaged
Digital health company serving Medicare, Medicaid, and DSNP populations.
Patients with multiple chronic conditions were ignoring traditional outreach. I developed a behavioral playbook grounded in self-efficacy and habit research, with daily intervention touchpoints that built capability rather than just reminders.
Outcome.18% increase in medication adherence. 35% reduction in hospital admissions. Twelve months. The methodology became core to the company's product strategy.
Behavioral economics in healthcare incentives
Multiple healthcare clients with chronic disease and rising-risk populations.
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Behavioral economics in healthcare incentives
Multiple healthcare clients with chronic disease and rising-risk populations.
Financial incentive programs were producing initial spikes followed by rapid drop-off. I redesigned the timing and structure using loss aversion, hyperbolic discounting, and habit formation principles, with measurement that tracked behavior change rather than program adherence.
Outcome.Sustained behavior change with low to no financial rewards over time. Framework deployed across multiple client populations. Cost-per-behavior-change significantly improved.
AI-powered research operations
Early-stage healthcare company.
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AI-powered research operations
Early-stage healthcare company.
The team was spending excessive time on research synthesis instead of product. I designed an AI agent system that automated research monitoring and synthesis while preserving methodological rigor, with filtering, prioritization, and briefs delivered to email and Slack.
Outcome.Research monitoring fully automated and continuous. Team redirected from gathering to strategy.
Logistics digital transformation
Multinational logistics company.
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Logistics digital transformation
Multinational logistics company.
A new warehouse management system needed adoption across a diverse workforce. Prior digital initiatives had struggled. I ran ethnographic research on actual worker behavior, aligned specs with real operations, and built a UX that accounted for cognitive load and frontline constraints.
Outcome.20% efficiency increase. Best-ever labor productivity for the organization. 96% of volume now runs through the automated technology.
Questions
What kinds of organizations do you work with?
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What kinds of organizations do you work with?
Mostly health tech, health insurance, and digital health companies, plus operations and logistics teams running large workforce changes. The common thread is a product or program that needs people to take repeated, deliberate action. Stage ranges from early-stage startups to enterprise.
How long does a typical engagement take?
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How long does a typical engagement take?
It depends on the offering. The Retention and Engagement Audit is a four to six week strategic engagement. Full-Stack Behavior Change is project-shaped and usually runs one to three months, sometimes longer. The AI Adoption Workshop is a half-day session, with optional follow-up work after.
What's the difference between the three offerings?
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What's the difference between the three offerings?
The Audit is diagnostic. It tells you why your users or employees are not moving from intent to action, and where the bottlenecks live. Full-Stack Behavior Change is the build. I work across copy, journey, research, prototypes, and workshops to actually move the metric. The AI Adoption Workshop is a focused half-day on workforce AI adoption specifically. Many engagements start with the Audit and continue into Full-Stack work.
Do you work with companies outside healthcare?
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Do you work with companies outside healthcare?
Yes. My deepest experience is in health tech and health insurance, but the methodology travels. Past work includes a multinational logistics company on warehouse management adoption, and engagements with general-purpose mobile apps and customer portals. If your product or program needs users to engage and take repeated action, the work translates.
Do you do speaking engagements?
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Do you do speaking engagements?
Yes. I speak on behavior change, AI adoption, and the gap between knowing and doing. Past contexts include podcasts, professional conferences, and leadership offsites in healthcare and AI transformation circles. Reach out at sarah@50-west.com if you want to talk.
How do I know if my problem is a good fit?
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How do I know if my problem is a good fit?
Good fit looks like this: you have a specific behavior you need people to do, you have some signal that they are not doing it, and you have the appetite to act on what you find. If your team knows what users should do but cannot figure out why they will not, that is squarely the work I do.
Do you work remote or onsite?
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Do you work remote or onsite?
Both. I am based in New York City and work primarily remote, with onsite visits for kickoffs, workshops, ethnographic research, and key working sessions. Workshops can be delivered either way.
Can you work with my existing team?
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Can you work with my existing team?
Yes, and that is usually the better setup. I plug in alongside product, design, research, ops, and L&D teams as a specialized strategist, thought leader, or growth enabler. The role depends on what the team needs. Part of the work is making sure your team can carry the methods forward after I leave the room.