Attract, Convert & Retain
Driving Engagement Throughout Member Journey
Brand: National Healthcare Brand
My Role: Design Director
Challenge
As this healthcare brand evolved, the need to better connect and engage with consumers became increasingly clear. The brand had great content to present to members and non-members. but it wasn't easy to discover. There was a significant amount of competition in the health/wellness space and getting non-member engagement was a huge opportunity to convert new members, keep existing members engaged with useful content and create additional revenue streams. Another challenge we had was our siloed product management created disconnected workflows, duplicating efforts and fostering misaligned priorities across teams. Without cross-functional collaboration, teams lack a unified understanding of user needs, leading to fragmented experiences that fail to achieve organizational goals.
My team and I tackled this challenge head-on, partnering closely with the product team to redefine the brand’s strategic direction and design a future that aligned with its growing vision and impact.
Goal
In our redesign efforts, we focused on creating a member-centric experience by emphasizing engagement and personalization at every touchpoint. Moving beyond static content, we designed the site to feel dynamic and alive, offering tailored interactions that resonated with each user’s unique journey. From personalized recommendations to interactive features, the redesign fosters deeper connections by anticipating member needs and creating moments that feel intuitive and meaningful. This shift allowed us to meet members where they are emotionally, offering a digital space that feels personal, engaging, and reflective of their values.
Our goal was to move beyond a transactional website to one that sparked genuine connection and involvement. By integrating features like customizable dashboards, interactive tools, and meaningful calls to action, we created multiple entry points for engagement. This human-centered approach ensures the site doesn’t just inform—it inspires, touches emotions, and creates lasting impressions.Our goal was to move beyond a transactional website to one that sparked genuine connection and involvement.
Discovery
During the discovery phase, we uncovered a significant opportunity to create moments of user engagement—an area directly tied to one of the organization’s top OKRs: increasing engagement. It was incredibly exciting to contribute to this type of strategic business expansion.
We adopted a mobile-first approach, recognizing that these engagement moments were best designed for quick, on-the-go interactions. Our goal was to craft experiences that were seamless, highly scrollable, and irresistibly engaging, fostering a sense of connection and delight in short bursts.
We leverage several research methods to gain insights into our users' health journey, pain points and needs. We started with surverys to gain quantitative data on healthcare member/non-member needs. We knew that to really understand what our users were going through, we needed to hear it directly from them. We conducted 1:1 interviews to gain deeper insights into the emotions involved around health/wellness journeys.
We then took these valuable insights into collaborative design sessions, where our product folks, developers, and design partners rolled up their sleeves and worked together to brainstorm solutions. The energy in these sessions was incredible – ideas were flowing, sketches were being drawn up, and we were able to quickly test and refine our concepts as a team.
Competitive Landscape
Our team conducted a comprehensive competitive analysis to understand the market landscape and identify opportunities for innovation. By examining key competitors' products and user experiences, we uncovered critical gaps in the market and areas where user needs remained unfulfilled. This research not only helped us differentiate our product but also enabled us to develop unique features that addressed pain points overlooked by existing solutions. Through systematic evaluation of competitor offerings, we gained valuable insights that informed our product strategy and positioned us to deliver superior value to our users.
Product & Design Strategy
As part of a collaborative effort with my product team, I created a Product Model Canvas to align our objectives and ensure we were all working towards the same goals. We used the canvas to map out key components such as user personas, value propositions, and key metrics that would guide our design decisions. By involving cross-functional team members, we gained diverse insights that helped us refine our approach and prioritize the most important aspects of the product. This exercise also enabled us to clearly define success criteria, ensuring that we stayed focused on delivering value to users while meeting business objectives.
A/B Testing
We worked with the Analytics team to run A/B testing to compare different design variations (call to actions, link/image placements and lenght of content) to identify which version resonated best with users. By directing traffic to both design options, we often gathered valuable data on key metrics like conversion rates, click-through rates, and user engagement. This data-driven approach allowed our team to make informed decisions, ensuring the design changes aligned with user preferences and business objectives. Ultimately, the A/B testing process led to a more refined and user-centered design, improving the overall user experience.
Design & Product Planning
I partnered closely with the product team to deconstruct the user journey into meaningful feature categories. Together, we analyzed journey maps and research findings to pinpoint challenges and opportunities that could guide our product direction. We prioritized these insights, balancing user requirements with business objectives to identify the most impactful features. We then outlined the scope of each feature, ensuring they were user-focused and feasible within our technical limitations.
Product Experience
Our team of designers created wireframes and prototypes to bring our ideas of to life, allowing us to validate concepts before finalizing requirements. We had weekly sessions scheduled with users to get frequent and ongoing feedback.
