A home for UnitedHealthcare Community & State's thought leadership and success stories.
UHC C&S creates programs to improve the health of disadvantaged communities across the country. But, their work extends beyond health care, from food delivery to educational programs, and they needed a better way share their expertise and point of view.
Role: UX & UI Design, Content Strategy
We created a simple and engaging platform for the UHC C&S content; helping them reach their target audience of professionals working to improve the health of the public. The new site is an accessible showcase for their expertise and stories, designed for an enjoyable reading experience across devices.
A Content First Strategy
To organize the content in a way that would be meaningful to users but not limit authors we settled on two categories: Insights and Impact. Insights houses the more research-heavy thought leadership while the Impact content is about the success stories of their programs.
The user research gave us the three key target audiences: the Influencer, Supporter and Decision Maker. We shaped our content strategy around these audiences by grouping content into categories that served their different goals. For example, the Decision Maker would be more interested in the Impact section to find examples of how a health care program has benefitted a community.