Healthy Benefits+ website
Role: Senior copywriter, Optum
Deliverables: Landing pages, banners, modals
Public landing page
The existing Healthy Benefits+ website was neither easy to use nor easy on the eye.
It had limited information about the Healthy Benefits+ program. Prospective members didn’t understand how it might help them. Prospective payers didn’t understand what types of benefits were offered, and the page wasn’t easily customizable for these clients, who wanted personalized landing pages with their logos and other details specific to their configuration.
We needed to structure the new website in a way that offered the best possible experience for both members and payers—telling the story of Healthy Benefits+, demonstrating its value props, and generally being helpful.
Payer landing pages
App listing
We also created landing page templates for our payer clients. I worked with our design team to strategically create fill-in-the-blank copy modules that payers could customize to their liking, such as “Your [purse items], covered.”
I also devised the content strategy and wrote copy for the new login modal, which routed users to different login flows depending on whether they got Healthy Benefits+ through their employer or healthcare plan.
The new Healthy Benefits+ public landing page solved all these problems.
In the hero section, we established what Healthy Benefits+ is, and why it’s good: It’s a card and app that makes it easy to manage and spend your benefits. We showed the breadth of our benefit offerings, from HSAs to lifestyle benefits. And we used social proof to demonstrate our trustworthiness.
Signup flow
I also worked with our design and UX team to restructure the signup flow.
In the old signup flow, users would often attempt to click the green text on the right, thinking it linked to further instructions. The images were outdated and unhelpful—some users’ card numbers were on the front of their newly issued card.
The new signup flow put helper text beneath the form fields.
Login modal
I wrote the copy for our app listing in the Apple App Store and Google Play Store.
