Focus Group Research for Boston Scientific
In 2026, I partnered with Boston Scientific's Customer Insights team to co-facilitate focus groups with members of the field sales team who are tasked with educating physicians and prospective patients about Endura Weight Loss Solutions. Our goal was to identify gaps in patient education, tools, and messaging, and to learn how physicians talk with patients about these procedures. Together, we turned the findings into a research summary with clear recommendations, from simpler, patient-friendly terminology to concise, visual materials that physicians can use during consultations. We also recommended an ongoing feedback loop between the field team and the marketing and content team, so future materials meet real-world needs.
SampleCo Content Strategy
An employee scheduling and time-tracking app (let's call it "SampleCo") engaged Plumlines to help increase conversion rates. This SaaS gives companies an easy, reliable, affordable way to streamline and automate their workforce operations.
Their existing website had a healthy influx of traffic, but a relatively low percentage of visitors actually signed up for SampleCo. Only 1% of unique visitors were converting to a free trial. To address this, SampleCo's primary business goal was to improve conversion rates.
After researching SampleCo's target audiences, market landscape and competition, I wrote a content strategy that would serve as a solid foundation for a refreshed web presence.
Face It Foundation—Content Strategy
Face It is a nonprofit that offers support and resources to men dealing with depression. Social stigma often prevents men from seeking help. Untreated depression can affect someone's ability to perform at work, engage with family and friends, and can even lead to suicide.
Face It engaged Plumlines and partner agency Arrowplane to create a website that could a) connect with depressed men and their families and b) establish the organization as a source of support. The challenge was to develop a voice and message that would quickly cut through the stigma and shame, to reach men and families in need. I'm already a fan of simple and clear messages, but this content had to be hyper-direct, no-nonsense, and concise. When you're not feeling your best, you don't want to read dense, lengthy prose.
I crafted a content strategy that aligned the project team around the goals and key messages for the site. I helped determine the UX and IA for the site, then wrote web content that used down-to-earth language to get straight to the point.
A few years after the initial website launch, Face It approached Arrowplane and Plumlines again to refresh the site. Face It had been so successful in decreasing the stigma around male depression, the organization had grown beyond the website's original messaging. We updated the content strategy to reflect the organization's expanded goals: to not only reach men with depression, but also donors who could support their mission.