Optum Store Flow Descriptions and Copy Contributions
Overview: When we set out to build the Optum Store, our goal was simple but ambitious: make healthcare feel as easy as online shopping. We wanted a place where people could get prescriptions without a doctor’s visit (like Hims and Hers), access a virtual pharmacy (like Capsule), book virtual care appointments (like Teladoc and PlushCare), and shop for FSA/HSA-eligible health products — all in one place. We weren’t just creating convenience; we were changing the way people access healthcare.
As the sole UX Copywriter on this initiative, I was responsible for every word users read — from microcopy and CTAs to error messages, FAQs, and contextual guidance. My role wasn’t just about "writing copy" — it was about making healthcare feel human, clear, and accessible. And it worked. In under two years, we drove over $200M in revenue and served more than 1 million customers.
Prescription Transfer Flow for Virtual Pharmacy
Flow Description: Transferring a prescription shouldn’t be harder than ordering a pizza. We built this flow to make it fast, simple, and stress-free. No more calls to the pharmacy or deciphering paperwork — users could transfer their prescriptions to Optum’s pharmacy in just a few steps. Our goal? Remove friction and make users feel in control.
My Contributions:
Microcopy: Crafted clear, user-friendly instructions for each step, ensuring users always knew what to do next.
Error Messages: Anticipated potential hiccups (like incorrect prescription numbers) and wrote error messages that guided users forward instead of halting their progress.
Call-to-Actions (CTAs): Tested and refined action-oriented CTAs like “Transfer My Prescription” to inspire immediate action.
Contextual Support: Added real-time support cues, like "Where do I find my prescription number?" to prevent confusion before it started.
FAQs: Wrote FAQ content that answered common concerns like "How long does a transfer take?" and "What info do I need to provide?"
Qualified Medical Expense Tool Integration into Checkout Flow
Flow Description: Ever wonder, "Can I use my FSA to pay for this?" We created the Qualified Medical Expense Tool to answer that question before users ever hit the "buy" button. It’s a simple way to show which products are FSA/HSA-eligible, so users can shop smarter and avoid surprises at checkout.
My Contributions:
Microcopy: Crafted simple, reassuring messages like “This item qualifies for FSA/HSA use” and "This item is not eligible with your FSA/HSA," so users always knew where they stood.
Error Messages: Anticipated user frustration and created supportive error messages that explained why certain products didn’t qualify — and offered alternatives.
CTAs: Created CTAs like "See Eligible Products" to drive curiosity and encourage users to explore more FSA-eligible options.
Contextual Support: Added plain-language explanations of "FSA/HSA-eligible" so users felt informed and empowered to make smarter decisions.
FAQs: Wrote FAQ answers like "Why isn’t this item eligible?" and "What does FSA-eligible mean?" to educate users and reduce reliance on customer support.
Virtual Care Appointment Booking Flow
Flow Description: Booking a doctor’s appointment shouldn’t feel like playing phone tag. This flow let users schedule virtual care appointments straight from their phone or laptop — no calls, no hassle. It’s modern healthcare, on your schedule.
My Contributions:
Microcopy: Wrote clear, step-by-step instructions that guided users through the booking process, reducing hesitation and confusion.
Error Messages: Wrote thoughtful, supportive error messages to keep users from abandoning the process if no appointments were available.
CTAs: Designed action-driven CTAs like “Schedule My Appointment” to create momentum and encourage users to complete their bookings.
Contextual Support: Provided helpful nudges (like "Here's what you’ll need for your appointment") to set clear expectations and reduce user anxiety.
FAQs: Tackled essential user questions like "How do virtual appointments work?" and "What do I need to prepare?" to build confidence and reduce friction.