Research & prep before 6x growth

WEconnect campaign

ROLE: Marketing Designer, UX Researcher (in-house)

COLLABORATION: For this high-stakes project that touched many departments, I collaborated across the organization, spending the most time working with Onboarding Specialist Eli Mueller, Director of Compliance Dan Gonzalez, and the Account Management team.

DURATION: January 2020 – February 2020

Project Goals

Get newly eligible patients into the app

  • Get the attention of our partners' patients and inspire them to sign up for WEconnect
  • Optimize messaging to remain effective while also adhering to legal restrictions
Background & Context

WEconnect's mobile app helps people with substance use disorder remain in recovery. As a way to help more people, the company shifted from partnering with treatment centers to partnering with health care providers—increasing the number of patients eligible to join WEconnect from hundreds to thousands.

In preparing to scale our member base 6x within a quarter, WEconnect needed an effective marketing and onboarding strategy.

With the drastic increase in eligible patients, WEconnect staff would no longer be able to educate and onboard the majority of members in-person—putting much greater importance on our marketing materials.

Design Challenges

Rapidly Scaling Our Member Base

No Contact Information
Early Recovery Cognitive Haze
Legal Restrictions
Audience Interviews

Testing Value Propositions

To make sure that we captured the attention as many newly eligible patients as possible, I took a research-driven approach to identifying the most effective way to position WEconnect to people early in recovery. I conducted stack ranking exercises with 17 participants, and interviewed seven of them for more qualitative feedback.

Audience Interviews

Testing Value Propositions

To make sure that we captured the attention as many newly eligible patients as possible, I took a research-driven approach to identifying the most effective way to position WEconnect to people early in recovery. I conducted stack ranking exercises with 17 participants, and interviewed seven of them for more qualitative feedback.

Beyond Marketing

Getting Members Onboard

From the interviews I conducted, we learned which value propositions were most effective and how much information someone needed for their interest to be piqued. This allowed us to prioritize our top selling points.

As a result, we were able to create more effective marketing materials, keeping in mind the cognitive haze typical in early recovery and also respecting the legal restrictions without sacrificing impact.

Beyond Marketing

Getting Members Onboard

From the interviews I conducted, we learned which value propositions were most effective and how much information someone needed for their interest to be piqued. This allowed us to prioritize our top selling points.

As a result, we were able to create more effective marketing materials, keeping in mind the cognitive haze typical in early recovery and also respecting the legal restrictions without sacrificing impact.

Lessons Learned
Lessons Learned
Case Studies

View Other Projects

I've written case studies for a few of the projects I've done lately. If you'd like to see more of my work or discuss these in further detail, please get in touch.