Background
Health IQ is an insurance startup on a mission to reward people for their health literacy and active lifestyle. A heavily data-driven company, it started as a simple health quiz app but, leveraging years of scientific and data research, has expanded into insurance products that secure lower rates for the healthy and health conscious.
At Health IQ, I touch all aspects of the company. From new consumer facing products, to internal systems for sales agents, to the website, DR marketing and the brand, I’ve jumped (was thrown?) face-first to understand, create, optimize, and scale.
I’m very proud of the hard work put in to driving and supporting Health IQ as it’s massively scaled, 4x’ing since I started in Jan 2018.
Rebrand
My first project was a doozy – complete top-to-bottom rebrand of the company. But it gave me the opportunity to jump in with both feet, to understand Health IQ’s culture and quirks, to work closely with the company’s CEO from day-one and to touch all aspects of the business.
The result was a branding that embodies the brands central tenants: celebration, passion, action, and health.
The Concept
After weeks of concepting and ideating — we finally came to a consensus our symbol: the torch. The idea is inspired by the Olympic torch which symbolizes one of the worlds greatest celebrations of health and fitness. This is central to Health IQ’s mission and now is central to its brand!
Landing Pages
To have a big impact across the board, our team targeted a portion of the funnel that had collected a little dust but was an essential part of any DR marketing flow – landing pages.
Based on my research and experience, I hypothesized that we could increase click-through rate by minimizing distraction, maximizing performance (i.e. load-time & mobile optimization), and shifting to a multi-step format, we could significantly improve click-through rate and conversion.
We pulled all sorts of levers, working closely with Engineering and the Data Science team, we followed the numbers to 2 new, channel-specific landing pages. Our testing lead to an overall improvement (account for CTR, conversion, and sales rate) for the Facebook/GDN landing page of 190% and for the SEM/Search landing page of 175%.
For my significant business impact in my first year, I won an award for “Health IQ Rookie of the Year.” But in pursuit of it I think that I let go too much of the art that goes into design, forgetting to be an advocate for the user or to insist on quality and beauty. The results were numbers I’m proud of but not a product I’m particularly proud of. Numbers are important, but they aren’t everything and you lose something when you let their pursuit consume you. Having tested it’s boundaries, I’ve renewed my goal of balancing the two: business and brand.
Website
Possibly even tougher than the rebrand was rolling out the brand onto the website. Top to bottom, we revamped the look and attempted to make the story punchier and more concise. Similar to the brand, websites have a lot of different stakeholders with different preferences and attachments — an office politics minefield to be navigated.
Advertising
Amid all of this redesign and testing we revived digital advertising, which was all but completely off for being too costly with poor return. In less than a 3 months we revamped online advertising, bring our CPL down 80% while increasing our ROAS by 2x.
A year later, we looked back and our small, 2-person design team had created thousands of unique creatives supporting over 20,000 ads launched – 5x the amount launched by several much larger competitors in the insurance space and 10x competitors closer to our size.
I’m very proud of the hard work that myself and my team did in driving and supporting this gigantic scaling of online advertising because it proved yet again that design could move the needle as it helped fuel Health IQ’s massive growth.
Thank you!
I pride myself on being the hardest worker in the room, so rest assured — I’m working hard on new projects as we speak, so I’ve got lots more coming soon!