Evaluating Friendliness, Trustworthiness, and Casual Touch
Generated: October 25, 2025 Goal: Friendly, trustworthy, slightly casual tone throughout
- Sarah K. - Healthcare UX Writer, 12 years
- Marcus T. - Conversational Design Lead
- Priya M. - Medical Content Specialist
- Jordan L. - Brand Voice Expert
- Elena R. - Empathy & Accessibility Writer
- Chris D. - Conversion Copywriter
- Aisha N. - Plain Language Advocate
- Tom H. - Healthcare Compliance Writer
- Maya S. - Mental Health Content Specialist
- Alex P. - User Trust & Safety Writer
- ✅ Professional and clear
- ✅ Generally trustworthy
⚠️ Sometimes too formal/clinical⚠️ Lacks warmth in key moments⚠️ Could be more conversational
- Warm and welcoming
- Trustworthy but approachable
- Professional with personality
- Conversational without being unprofessional
Current:
"How much weight would you like to lose?"
Team Feedback:
- Sarah K.: "Good, straightforward. But feels a bit blunt."
- Marcus T.: "Missing warmth. Add context."
- Jordan L.: "This sets the tone for everything. Make it friendlier."
Recommended:
"Let's start with your goals—how much weight are you looking to lose?"
Why: Opens with collaboration ("Let's"), softer language ("looking to" vs "like to")
Current:
"Which of these goals are important to you?" Help text: "This helps us personalize your experience"
Team Feedback:
- Priya M.: "Good! Explains the 'why'"
- Elena R.: "Love that it says 'important to you' - validates their goals"
- Chris D.: "Could be slightly warmer"
Recommended:
"What matters most to you on this journey?" Help text: "We'll tailor everything to your specific goals"
Why: "Journey" feels supportive, "tailor" more personal than "personalize"
Current:
"What are your biggest challenges?"
Team Feedback:
- Maya S.:
⚠️ "Word 'challenges' can feel negative. Some users might feel judged." - Elena R.: "Agree. Reframe as collaborative problem-solving"
- Tom H.: "But we need honesty here. Don't sugarcoat too much."
Recommended:
"What's been making weight loss tough for you?" Help text: "No judgment—we all have obstacles. Understanding yours helps us support you better."
Why: "Tough" is casual/relatable, help text adds reassurance
Current:
"When were you born?" Help text: "We need this to determine if you're eligible for treatment"
Team Feedback:
- Aisha N.:
⚠️ "'Need this' sounds demanding" - Alex P.: "Explain benefit, not just requirement"
- Jordan L.: "This is where trust starts to build"
Recommended:
"What's your date of birth?" Help text: "This helps us make sure our program is safe and right for your age group"
Why: "Safe and right for you" emphasizes care over gatekeeping
Current:
"What's your height and weight?" Post-note: "Thanks for sharing. This helps us understand your starting point."
Team Feedback:
- Sarah K.: ✅ "Post-note is great! Acknowledges vulnerability"
- Marcus T.: "Title could be warmer"
- Elena R.: "This is sensitive data. Lead with empathy."
Recommended:
"Let's get your starting measurements" Post-note: "Thanks for trusting us with these numbers. They help us create your personalized plan."
Why: "Let's" = collaborative, acknowledges trust, adds "personalized plan" benefit
Current:
"Let's save your progress and find your treatment plan"
Team Feedback:
- Chris D.: ✅ "Great! Leads with value (save progress)"
- Jordan L.: ✅ "Perfect tone here - casual but trustworthy"
- Alex P.: "This is the benchmark for tone throughout"
Recommended:
Keep as is! This screen nails the tone.
Current:
"Thank you! Now, let's build your health profile" Body: "Next up: a quick health assessment..."
Team Feedback:
- Priya M.: ✅ "Good energy! 'Build' is collaborative"
- Marcus T.: "Like the 'Next up' - casual without being unprofessional"
- Elena R.: "'Quick' is reassuring - sets expectation"
Recommended:
Keep as is! Good example of target tone.
Current:
"🔒 Your privacy is protected" Body: "The next questions cover sensitive health topics..."
Team Feedback:
- Alex P.: ✅ "Strong opener. Emoji adds warmth"
- Tom H.: ✅ "Balances legal requirement with friendliness"
- Maya S.: "Could add one more reassuring line"
Recommended:
"🔒 Your privacy is protected" Body: "The next questions cover sensitive health topics including mental health, eating disorders, and substance use.
Why we ask: GLP-1 medications can affect mood and appetite. These questions help us ensure your safety and find the best treatment for you.
Your protection: • HIPAA-compliant secure storage • End-to-end encryption
• Only shared with your assigned provider • Never sold or shared with third partiesWe're here to support you, not judge you. Your honesty helps us provide the safest, most personalized care possible."
Why: Added "We're here to support you, not judge you" - critical reassurance
Current:
"Mental health screening" Help text: "Your answers help us ensure your safety throughout treatment"
Team Feedback:
- Maya S.:
⚠️ "'Screening' sounds clinical. 'Safety' sounds scary." - Elena R.: "Need more warmth here. This is where people drop off."
- Aisha N.: "Explain benefit to THEM, not just what we get"
Recommended:
"Your mental health matters to us" Help text: "These questions help us make sure this medication is right for you and that we can support you properly"
Question label:
"Have you been diagnosed with any of these?" (change from "conditions" to "these")
Why: Removes clinical jargon, focuses on care not screening, "right for you" is empowering
Current:
"Your safety comes first" Body: "Your safety comes first. Weight loss medications..."
Team Feedback:
- Maya S.: ✅ "Compassionate tone"
- Elena R.: "Repetition of 'safety comes first' - streamline"
- Alex P.: "Show empathy, not just policy"
Recommended:
"We're worried about you" Body: "Thank you for being honest with us. Your safety matters more than anything else.
Weight loss medications can affect mood, so we can't move forward right now. But we want to make sure you get the support you deserve.
Please reach out now:"
Why: "We're worried about you" is deeply human, "deserve" vs "need"
Current:
"Have you been diagnosed with an eating disorder?"
Team Feedback:
- Maya S.:
⚠️ "Too clinical. Add context." - Elena R.: "This is vulnerable territory. Lead with care."
- Tom H.: "But be direct. Don't dance around it."
Recommended:
"We need to ask about eating disorders" Help text: "This isn't about judgment—it's about making sure medication is safe for you. If you have concerns, we'll work with you to find the right path forward."
Why: Acknowledges awkwardness, adds reassurance, promises support
Current:
"How often do you drink alcohol?"
Team Feedback:
- Chris D.: "Neutral, factual. Good."
- Aisha N.: "Could add brief why"
- Marcus T.: "This feels fine as-is for substance questions"
Recommended:
Keep as is, but add help text: Help text: "Alcohol can interact with medication, so this helps us keep you safe"
Why: Explains rationale without being preachy
Current:
"A few quick lifestyle questions" Body: "These help us understand your overall health..."
Team Feedback:
- Sarah K.: "Good! 'Quick' reduces anxiety"
- Jordan L.: "Conversational without being too casual"
Recommended:
Keep as is!
Current:
"Anything else we should know?" Help text: "Share whatever feels important—we're listening and here to help."
Team Feedback:
- Elena R.: ✅ "LOVE THIS. Perfect tone."
- Maya S.: ✅ "The em dash with 'we're listening' is beautiful"
- All: "This should be the model for tone"
Recommended:
Keep as is! Perfect example of friendly + trustworthy.
Current:
"First: have you tried GLP-1 medications before?" Help text: "Things like Wegovy, Ozempic, Mounjaro, etc."
Team Feedback:
- Priya M.: ✅ "'Things like' is perfectly casual"
- Marcus T.: ✅ "'First:' creates conversation flow"
- Jordan L.: "This is spot-on tone"
Recommended:
Keep as is!
Current:
"Which GLP-1 medications have you used?" Help text: "Details appear below each one you check"
Team Feedback:
- Sarah K.: "Functional but could be friendlier"
- Chris D.: "Add encouragement"
Recommended:
"Tell us about your experience with GLP-1s" Help text: "Check any you've tried—we'll ask for a few details to understand what worked (or didn't) for you"
Why: "Tell us about" is conversational, "what worked or didn't" shows we want to learn from their experience
Current:
"You did it!" Body: "Thanks for trusting us with your health information."
Team Feedback:
- All: ✅✅✅ "PERFECT! Celebratory, warm, acknowledges trust"
- Jordan L.: "This is exactly the tone we want"
Recommended:
Keep as is! Model this throughout.
- Collaboration language - "Let's", "we'll", "together"
- Acknowledgment - "Thanks for sharing", "We appreciate"
- Em-dashes for warmth - "we're listening—and here to help"
- Benefit-focused - "This helps us..." explaining why
- "You" language - Keeps focus on user benefit
- Clinical jargon - "screening", "assessment", "conditions"
- Demanding language - "We need", "You must"
- Missing context - Not explaining why we ask
- Lack of reassurance - Especially in sensitive sections
- Formality in casual moments - Could lighten up
Before finalizing any question, ask:
- Is it friendly? Would you say this to a friend?
- Is it trustworthy? Does it explain why and protect privacy?
- Is it casually professional? Warm but not unprofessional?
- Does it show empathy? Especially for sensitive topics?
- Does it reduce anxiety? Reassure, don't alarm?
- Does it focus on user benefit? "Helps you" not just "helps us"?
From: "Mental health screening" To: "Your mental health matters to us"
From: "Your safety comes first" (repeated) To: "We're worried about you"
From: "Have you been diagnosed with an eating disorder?" To: "We need to ask about eating disorders" + add reassuring help text
From: "What are your biggest challenges?" To: "What's been making weight loss tough for you?"
From: "We need this to determine..." To: "This helps us make sure our program is safe and right for your age group"
From: "What's your height and weight?" To: "Let's get your starting measurements"
From: "How much weight would you like to lose?" To: "Let's start with your goals—how much weight are you looking to lose?"
From: "Which GLP-1 medications have you used?" To: "Tell us about your experience with GLP-1s"
Add: "We're here to support you, not judge you."
Add help text explaining why we ask
- "You did it!" - Celebratory
- "We're listening and here to help" - Empathetic
- "Things like Wegovy, Ozempic..." - Casually helpful
- "Let's save your progress" - Collaborative
- "Thanks for trusting us" - Acknowledges vulnerability
- "Mental health screening" → Too clinical
- "We need this to determine" → Demanding
- "Have you been diagnosed" → Formal/distant
- "What are your biggest challenges" → Can feel negative
- "Eligibility" → Gatekeeping language
- Warm - Like a supportive friend, not a distant doctor
- Clear - No jargon unless explained
- Honest - Tell people why, don't hide behind policy
- Encouraging - Celebrate progress, normalize struggles
- Respectful - Honor vulnerability, never shame
- Use "we" and "let's" (collaborative)
- Explain the "why" (builds trust)
- Acknowledge difficulty ("We know this is sensitive...")
- Use contractions ("we're", "you'll", "it's")
- Add warmth with em-dashes and conversational asides
- Use clinical jargon without context
- Say "need" or "must" without explaining benefit
- Ask sensitive questions without setup
- Be overly casual about serious topics
- Use formal language where friendly works
- Rewrite mental health section completely
- Add "we're here to support, not judge" to privacy notice
- Soften eating disorder question
- Fix crisis screen tone ("We're worried about you")
- Rewrite goal/challenge questions
- Add help text to sensitive questions
- Replace "need to" with "helps us"
- Review all screen titles for warmth
- Review