Attain Health site redesign
When CVS Health acquired this Medicare multicarrier company, my team was tasked with overseeing its digital rebrand. I led our effort to redesign the website, including optimizing the site for conversion rates and an overhaul of voice and tone across all content.
See more at AttainHealth.com.
COPY, vOICE AND TONE OVERHAUL
The creators of Attain Health had a fantastic business model—offer older adults an easy, digital-first, one-stop-shop for Medicare with as many plans as possible from multiple carriers in their ZIP code. It was such a great model that CVS Health acquired the company. But the original content creators were not native speakers of English, and this created some hurdles for voice, tone, and plain language. I set about rewriting each page to follow the new brand guidelines as well as lower the grade reading level to ensure accessibility for all audiences. With help from a team of writers, I rewrote and managed the revisions of 200+ pages of content to meet this goal. Quirky, cutesy language became helpful, simple and confidence-inspiring. I worked hand in hand with our Aetna CMO to refine our language according to the new brand voice and tone.
Conversion rate optimization
Taking years of learnings from a similar web product under the Aetna umbrella, I set about optimizing microcopy across each page to increase conversion rates. Our Aetna product had similar plan cards, shop and comparison user flows, so I audited this content and interviewed our teams in order to make an A/B testing plan for buttons, links, headlines and more. While numbers aren’t yet final for this year’s annual enrollment, we are already seeing huge increases in engagement for 2024.
if I had the resources…
We were given only 8 weeks to complete this entire site redesign with a skeleton crew of five UX creatives. I’m astonished at what we accomplished in that time. If I had the resources to continue the work past this “minimum viable product” (MVP) stage, I’d start with a content audit, competitive and gap analyses, and comprehensive user testing plan to see how we could improve. It’s an exciting, innovative product and I hope we get to take it further in the future.
