Mad*Pow - Digital Marketing │ Mad*Pow Results

Project Team

Amy Cueva Executives
Leadership Team
Experience Design
Visual Design

Andrew Klein Visual Design

Buck Beaudoin Leadership Team
Visual Design

Jennifer Giroux Experience Design

Morgan Campbell Visual Design
Development

ActiveHealth Management is a leading provider of health management services, offering solutions that improve care and lower costs for employers and health plans. With its Personal Health Record (PHR) system producing a less than stellar adoption rate of 1-2%, ActiveHealth came to Mad*Pow for help.

The challenge was clear: to create a web experience that would make tracking personal health data as much fun as updating your Facebook status. In other words, improve engagement and optimize user satisfaction.

From past experience with PHR’s, we knew that they should be user-friendly and easy to navigate. We also knew that offering users fun, engaging content increases the likelihood of frequent return visits.

We began with user research and usability sessions to help us clearly define what was lacking in ActiveHealth’s current PHR design. We used mind mapping as a method to truly understand the expectations, thought process, content needs, and connection points for the personas we were designing for. From there, we created a design and wireframes that met technical and business constraints, and put them through rigorous user testing. Regular feedback sessions and in-person, full-day workshops with Active Health’s marketing and development staff helped us tweak designs in real-time.

The result? We evolved the PHR into an engaging consumer health portal. Mad*Pow’s groundbreaking design for ActiveHealth members leverages social media to get people actively involved in managing their health. The site transforms labor-intensive tasks like updating health data or filling out risk assessments into fun, user-friendly online mini-quizzes and surveys.

Once MyActiveHealth members log on, they can:
• Set and track fitness goals
• Find a health coach
• Email a doctor, nurse, or other health practitioner
• Stay on top of prescription refills and upcoming appointments
• Link quickly to their insurance provider or a favorite health-related website
• Customize their member page with information and resources related to specific health conditions

The winner of the 2010 Web Health Awards, MyActiveHealth is now a friendly and accessible health companion.

Insights

Consumer Decisions in a Social World
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels.
5 Steps To Designing A Better Health Care System
The goal of the Healthcare Experience Design Conference (HxD) held in Boston recently was less about dissecting the problems within our existing health care system and more about how we can start solving them. In the keynote address, the U.S. Chief Technology Officer, Todd Park, called on designers to participate in a “self-propelled, open ecosystem of innovation.” As people invested in improving health care through design, we were excited to hear it.
Defining A Social Commerce Strategy
Relying on friends, family and other consumers to gather and share purchase information is fundamental to shopping behavior.