Over the course of six years as the Director of Content Creation and Engagement, I led the brand management, user experience and interface design, content development, and marketing strategies for the Envolve Health (formerly LiveHealthier) app for desktop and mobile. The app, working in tandem with live health coaches, was designed to help individuals within companies to live healthier lives through education, activity tracking, and health/lifestyle coaching.
For the first two years, my role was to introduce a more product-driven approach to the design and marketing of the overall program. Initiatives included:
Developing a template-based design approach to the app and marketing materials
Evaluate user behavior within the app to improve the overall experience
Streamline the implementation and revision processes in order to make the program more cost-effective
Introduce and build mobile email into the marketing product line
During years three through six, my role transitioned to focus more on managing content and engagement as the company incorporated Centene health plan members into the audience for the app. In this role, initiatives included:
Incorporating content modeling techniques to efficiently deliver and measure the effectiveness of content
Develop content strategies that best fit the varying needs of the user behaviors, corporate, and health plan brands/cultures
Further refine the implementation processes reducing level of effort by 80%
Develop a client-accessible repository of marketing materials for clients to incorporate into their own efforts
Further refine the UI for emails and aspects of the app to meet 508 compliance, better prepare mocks for an AI-driven marketing platform
The year six metrics showed a registration rate of up to 200% over the previous year.
On.Target
On.Target allows a user to learn topic-specific behavior change information at their own pace, in their own time. My role with On.Target included:
Work with behavior change specialists to develop a UX and content strategy that aligns with the established Envolve Health brand.
Monitor user experience and revise product accordingly.
Capture user feedback and revise to improve the overall experience.
On.Track: Health Challenges
Health challenges allow users to track their activities and view their progress against a larger group and compare progress. My role in health challenges included:
Establish a product approach to the challenges to decrease implementation level of effort and improve measurability of the materials.
Create an integrated brand strategy across the app and marketing materials.
Develop branding and design system for up to 21 challenges for 100+ clients. Brand strategy allowed for the incorporation of client colors and logos into the templates.
Capture user feedback and revise to improve the overall experience.
