Case
Studies
The thinking behind the work.
A closer look at what each client came to us for, what we learned along the way, and how it shaped what we built.
BACKPAICK
Parent research, an authored strategy, and a first build that makes school updates easier to act on.
From saved screenshot to clear next step
I designed a parent survey, translated an existing behavior into a product decision, and built the first experience around it.
- RoleFounder · Rebecca Orlov
- TimeframeOctober 2026 · first build live
- ScopeAudience research, positioning, product strategy
- Evidence30 parents asked · 28 responses analyzed
How do parents keep track, and where does it break?
Updates come through apps, email, texts, and flyers. Parents keep track with workarounds, and the workarounds break. I asked 30 parents about the last update they received.
- Where did it arrive?
- What did you do with it?
- Where did you look when you needed it again?
Three findings shaped everything that followed. Counts are out of the 28 responses analyzed.
- 27/28got updates from three or more sources
- 23/28searched messages, email, or apps to find details again
- 9/28said saving or screenshotting was their first move
Source. October 2026 exploratory parent survey. This analysis includes 28 of 30 submissions. One founder response and one duplicate were excluded. The screenshot figure describes respondents’ first move.
The behavior was already there
A screenshot was already a way to flag something important. The work came later, when a parent had to find it again, figure out what mattered, and remember what to do.
I made screenshot upload the starting point of the first build. That gave families a familiar way in and gave the product one job to do well from the start.
Meet the behavior that already exists. Then remove the work that follows it.
The strategy, in my own words
It is the mental load of figuring out what actually matters, what requires action, and what is about to get missed.
BACKPⒶⒾCK reduces that invisible admin by turning scattered school communication into one clear plan.
Less keeping track. More keeping up.
Original wording from the application. The circled letters are how the name was written in that document.
Screenshot in, next step out
A parent adds a screenshot. BACKPAICK pulls out the dates, deadlines, and tasks. The parent checks them, and the original stays attached.
- CaptureAdd a screenshot from a school or activity source.
- ExtractPull out dates, deadlines, and tasks.
- ReviewLet the parent check or correct the details.
- OrganizeSurface the next action and keep the original available.
Teachers Health Trust
A member communications rebuild, led as Director of Marketing, and the outcome it delivered.
Making health benefits easier to act on
I led the rebuild of the member-facing brand and communications for the health plan serving Clark County educators and their families.
- RoleDirector of Marketing · Rebecca Orlov
- TeamFour marketing managers, with leadership, internal teams, and vendors
- ScopeMember communications · Open enrollment · Year‑round
- ChannelsWebsite · Email · Print · Social · Events
increase in member onboarding and recapture in six months.
Reported six-month outcome after the communications rebuild and the open enrollment it carried.
Information shaped by rules, not by members
Decisions about coverage and enrollment, made from information shaped by plan rules, operational requirements, and compliance considerations.
Make those details useful to the people making the decision.
Put the member’s decision at the center
Plain language for what coverage meant and how to enroll and use the plan. Every message started from the decision a member had to make.
Open enrollment. One window a year when every member has to decide, so the message had to make the decision simpler, not louder.
Year-round communications. Once members were in, the job became helping them actually use what they had chosen.
Start with the decision a member has to make. Build every message backward from there.
Four managers, five channels, one message
- WebsitePlain-language coverage explanations and enrollment paths
- EmailOpen enrollment sequence and year-round member updates
- PrintEnrollment materials members could hold and share
- SocialReminders and plain-language explainers in the feed
- EventsMember events where questions got answered in person
What I led, what the team executed. The strategy, the member-first framing, and the channel plan were mine. The team carried the messaging into each channel, with leadership, internal teams, and vendors contributing along the way.
Two cases. The problem, the evidence, the decision, and the work that followed.
