Real Appeal by United Healthcare Group
A fresh approach to making America healthy
United Healthcare’s most successful preventative care program I worked with UnitedHealthCare Group to tackle America’s biggest health problem—rampant obesity and its related diseases like Type 2 Diabetes, cardiovascular disease and high cholesterol. Despite years of effort by the Healthcare industry and the simplicity of the solution (eat less, move more), offering a solution that empowered, informed and motivated a person to make positive change had proved challenging.
A problem this big required a radically new approach to motivate people to change their way of life, so we engineered a program called Real Appeal from the ground up. I contributed to and oversaw all facets of bringing this to market including: research, strategy, communications, branding, service design, digital product development, video and photo shoots, printed guides, marketing and sales collateral.
78% sign up rate
700,000 + participants
Over 3,000,000 pounds lost
I oversaw these aspects
MARKET AND USER RESEARCH
Consumer Profiling
Competitive Analysis
Market research/Trends
Focus groups and Surveys
VISION, STRATEGY
Internal Stakeholder Alignment
Internal Vision Roadmap
Business Model Review
Brand/Marketing/Comms Strategy
BRAND
Brand Positioning and Persona Development
Brand Voice
Communications Architecture
Customer Experience
PRODUCT DEFINITION
Service Design
Product Recommendations and Roadmap
User Stories
Analytics Definition
UX/UI
Prototyping
Usability Testing
DEVELOPMENT
Mobile Native
Web Frontend
API & Backend
PRODUCT & TECHNICAL SUPPORT
Technical Scope and Resource Management
Technical Oversight of Development
User Feedback Testing
App Store Submission
Ongoing Product Strategy and Management
DESIGN
Logo Development
Toolkits and Style Guide
Media Libraries (Email/Motion/Print/Digital Display/Sales)
Video
Photography
Copywriting
Packaging Design