Problem

New sales of existing program were low and the customer retention rate was decreasing swiftly. Key learning from competitive losses: while Health Advocate’s Well-being program fundamentals were excellent (NCQA certification, coaching, wellness program consultants, biometrics, etc.) and clients value Health Advocate’s “integrated” solutions, our digital experience was outdated and not as robust as the leader, Virgin Pulse.

Health Advocate Well-Being product was lacking identity making it difficult for sales and clients to differentiate our offering

Solution

• Design a fresh and innovative user experience to compete directly with Virgin Pulse.

• Create new identity by defining the key components of the program and to represent that well-being is member driven.

• Partner with Core Health to build the platform to deliver our robust program offerings. Benefits speed to market and cost.

• Create a content management system to serve educational content

• Create engaging features and programming that can be updated regularly and that support behavior change 

My Role

VP Product, managing budget, partnerships, software-escrow, vendor, team. 

Team

3 Product Managers, 5 UI/UX

Project duration

Initiated in February 2022, launched Jan 1, 2023.

Results

• Designed, developed, and launched program in 11 months from kick-off. Project was on budget.

• Created a design that is well received in the marketplace, added 9 new clients with over 100K members within 3 months of launching

• Adopted Be True identity, branding and vibe.

• Member engagement is increasing every month 

  • Average growth in engagement increased 20%

• Engagement opportunities for all aspects of well-being

  • 19 workshops – engagement increased 19%, 19,000 workshops completed (Jan-Jun)

  • 15 pathways- new feature, 9,000 pathways completed

  • 24 unique challenges – doubled engagement, 17,000 challenges completed 

  • Over 3,000 items in the content library (recipes, articles, videos)