Evergreen Health
Designing and Launching a Scalable Health Platform and Multi-Channel Campaign in Record Time
Project Overview
Project: Evergreen Health Website, Digital Platform, and Integrated Marketing Campaign
Role: Senior Design Manager (UX Strategy & Platform Delivery)
Team: Internal design + product team, agency partner, engineering, content, legal, marketing, C-suite
Timeline: Aug 2014 – Feb 2015
Problem & Context
Evergreen Health
Evergreen Health—a Maryland ACA co-op—needed to grow from 2,500 to 62,000+ members in a single enrollment cycle. The company had no digital infrastructure, onboarding experience, or brand visibility. I joined midstream to take over a delayed agency-led build and deliver a cohesive content, platform, and campaign strategy—on time for open enrollment.
Research & Insights
User Research & Persona Development
Facilitated stakeholder workshops and cross-team synthesis to develop six detailed personas, including brokers, freelancers, part-time workers, and current members—shaping both UX and marketing strategy from the ground up.
Regulatory Compliance Collaboration
Partnered with legal and compliance teams to ensure all content and experiences—across digital, print, and campaign channels—met ACA and state-level insurance regulations.
Content Gap & Funnel Analysis
Mapped existing content against buyer journeys and funnel stages—revealing critical blind spots in awareness and consideration content, and guiding both editorial planning and design priorities.
Competitive Landscape Audit
Led a competitive analysis of top health insurers including Cigna, UnitedHealthcare, and CareFirst. Evaluated SEO rankings, content formats, and digital engagement strategies to identify clear white space opportunities for Evergreen.
Keyword Research & SEO Benchmarking
Conducted domain authority audits and keyword research to shape site architecture and editorial focus. Provided foundational data for improving organic visibility and attracting intent-driven traffic.
Accessibility & Readability Research
Integrated ADA accessibility standards and plain-language best practices to support users with low literacy, limited digital fluency, and accessibility needs. Validated content and UI choices with real user feedback.
Content Strategy Framework
Produced a comprehensive content strategy document that aligned SEO, regulatory, and persona insights into a phased editorial roadmap—guiding everything from homepage copy to campaign materials.
Design & Strategy
Smart Systems & Machine Learning Integration
Integrated machine learning to:
- Improve formulary search accuracy by ranking results based on user behavior and pharmacy data
- Optimize broker portal engagement by tracking usage patterns and tailoring content recommendations
Product Roadmap Leadership
Rebuilt a failing roadmap midstream to meet the high-stakes deadline of open enrollment. Led cross-functional prioritization and phased delivery strategy across web, tools, and content—ensuring business readiness and user impact from day one.
Platform Design & Feature Development
Successfully launched an integrated digital platform including:
- Provider and formulary search tools for smarter, faster plan comparison
- Member, broker, and provider portals tailored to distinct user needs
- A digital onboarding app that simplified first-touch enrollment experience
- A custom broker sales collateral tool for on-demand, targeted print materials
- An AI-powered chatbot for real-time support and traffic load-balancing
Email Marketing & Lifecycle Strategy
Authentic Visual Strategy
Directed visual content development to ensure all marketing and campaign imagery featured real Marylanders—actual members, providers, and business owners—to foster community trust and representation.
Inclusive Design & Accessibility
Ensured all digital and print materials were ADA-compliant, built with plain language best practices, and validated for accessibility—serving users with low literacy, visual impairments, and other support needs.
Content Strategy & Information Architecture
Led content structure and editorial strategy across all channels—web, print, and email. Developed scalable IA and content systems that served both acquisition and retention phases, all compliant with healthcare regulations.
Multi-Channel Marketing Execution
- Developed and led an integrated campaign strategy across:
- Social media (Instagram, Facebook, Twitter)
- TV, radio, and out-of-home (OOH)
- Email marketing via Marketo
- Ensured brand alignment and regulatory accuracy across all creative
- Shifted messaging tone to emphasize transparency, personalization, and health literacy
- Used performance data to guide refinements mid-campaign
Cross-Functional Leadership
End-to-End Collaboration Across Departments
Facilitated daily alignment between product, UX, content, engineering, marketing, legal, and compliance—ensuring rapid progress without sacrificing regulatory or experience quality.
Multi-Agency + Internal Team Orchestration
Directed a lagging external agency while simultaneously leading internal teams, managing velocity, scope, and accountability across disciplines
UX Execution & Documentation Excellence
Produced and oversaw delivery of wireframes, user flows, annotated specs, design systems, and dev-ready files using Figma and Adobe tools—ensuring smooth handoffs and minimal QA cycles.
Executive-Level Product Strategy & Roadmap Alignment
Partnered with the C-suite to restructure and lead the product roadmap, ensuring business goals and user needs were baked into every phase of development and design.
Outcomes & Impact
Successful On-Time Launch
Launched full platform and campaign in time
for open enrollment (Nov 2014)
Reversed a delayed roadmap and aligned cross-functional teams to deliver a complex healthcare platform under deadline.
AI-Powered Service Efficiency
AI chatbot reduced call center load by resolving FAQs and routing users
Improved self-service during high-traffic periods, freeing up human support teams.
Scalable Model for Future Development
Platform became internal blueprint for future tool development and rollout planning
Set the foundation for repeatable, scalable digital experiences across the organization.
State-Regulated Enrollment Cap
Enrollment capped by the Maryland Insurance Administration due to demand
Exceeded expectations to the point of regulatory intervention—a rare outcome in the ACA co-op landscape.
Smarter Search with Machine Learning
ML-enhanced formulary search improved medication lookup speed and accuracy
Created a more intuitive search experience by using behavioral data to optimize results.
System for Iteration and Growth
Broker portal engagement increased 2.5x after ML optimization
Personalized content and streamlined tools led to significantly higher collateral usage and conversions.
Exponential Enrollment Growth
Surpassed membership goal by 400% —
from 2,500 to 65,000+ in 6 weeks
Created a seamless digital experience and campaign that drove overwhelming public adoption.
Broker Tool Adoption Surge
Broker tool usage rose 2.5x post-ML rollout, with improved collateral targeting and follow-up conversion
