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Health Plan Of Newada

Collaborators

Kyle Christian, Michelle Goldberg (Virgen), Health Plan of Nevada Marketing Team

ROLE

UX, UI Designer

As the Senior UI/UX Designer for the redesign of Health Plan of Nevada's blog site, Taking on Healthy (takingonhealthy.com), I led the design effort to create an engaging and user-friendly experience that reflected HPN’s brand values of balance, happiness, and optimism. By emphasizing the positive aspects of health and steering clear of the traditional negative connotations of "health care," the goal was to foster a deeper connection with the audience and distinguish HPN as a forward-thinking, community-oriented brand.

TIME

4 weeks

TOOL

Figma, Adobe Photoshop

See the Project in Action
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Main Objectives

Increase Brand Awareness:

Raise HPN’s profile in the market and build a strong, positive reputation.

Strengthen Customer Loyalty:

Create trust and engagement through content that resonates with users’ desires for holistic health and well-being.

Grow Brand Advocacy:

Develop a community of engaged, loyal users who advocate for HPN by sharing and interacting with blog content.

Shift Market Perception:

Reframe the concept of health as an empowering journey, contrasting it with the negative, transactional aspects of traditional health care.

Objectives

Create Brand Affinity:

Use consistent, engaging content across multiple platforms (Newsroom, digital, and social) to build trust, perception, and credibility.

Emphasize the Three E’s:

Engage, educate, and entertain through a variety of content types, ensuring relevance and shareability.

Align with HPN’s Business Goals:

Integrate HPN’s business objectives with the blog’s content to create a mutually beneficial experience for users and the brand.

Connect with Communities:

Leverage "tradigital" strategies (combining traditional and digital methods) to integrate HPN into local community-focused channels.

Design Process

Research and Discovery:

  • Conducted user research to understand the target audience's perceptions of health and health care, identifying a strong desire for content that promotes balance, happiness, and optimism.
  • Collaborated with HPN's marketing team to understand key business goals and how they could be incorporated into the blog redesign.
  • Analyzed the existing Taking on Healthy site and collected user feedback to pinpoint areas for improvement in both functionality and design.
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Wireframe Development:

  • Developed wireframes to structure the blog’s layout, ensuring a user-centric approach that facilitated easy navigation and content discovery.
  • Focused on simplifying the content categories while ensuring a seamless transition between articles and other resources, encouraging prolonged user engagement.
  • Iterated on wireframes based on ongoing feedback from the project team, ensuring that every decision aligned with both user needs and HPN's brand voice.
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UI/UX Design:

  • Designed a clean, modern interface that visually aligned with HPN’s branding—focusing on vibrant colors, simple typography, and imagery that conveyed positivity and well-being.
  • Incorporated interactive elements and features that enhanced engagement, such as dynamic content displays, shareable social media components, and a user-friendly commenting system.
  • Applied a mobile-first approach, ensuring the design was fully responsive and provided an optimal experience across all devices.
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Challenges:

  • Reframing Perception: Shifting the user’s perception of health from a clinical, insurance-driven focus to a more holistic, empowering journey was a key challenge. This required both visual and content strategy adjustments.
  • User Engagement: Balancing engaging, shareable content with the site’s primary business objectives required close coordination with the content team to ensure the material both resonated with the audience and met HPN’s goals.
  • Brand Consistency: Maintaining a consistent brand voice across the blog while infusing a fresh, optimistic aesthetic to distinguish HPN from traditional healthcare brands.

Solutions:

  • Collaborative Design Process: Worked closely with Kyle Christian and Michelle Goldberg from Virgen to gather continuous feedback, making iterative design improvements that ensured a user-focused and brand-aligned result.
  • Content Strategy Integration: Collaborated with the content team to ensure the blog’s structure and design aligned with both user expectations and HPN’s messaging goals, emphasizing engagement, education, and entertainment.
  • Responsive and Intuitive Design: Applied responsive design principles to ensure the blog delivered a seamless experience on any device, enhancing accessibility and engagement across platforms.

Final Delivery:

  • Delivered a visually compelling and user-friendly blog that successfully differentiated Health Plan of Nevada from traditional health care brands, focusing on the positive aspects of health.
  • The design featured easy-to-navigate content categories, engaging visuals, and interactive components that invited users to explore more and share their experiences.
  • The final product was well-received for its vibrant, welcoming feel and its ability to create a deeper connection between users and the HPN brand.

The redesign of Taking on Healthy helped reposition Health Plan of Nevada as a health-focused brand that prioritizes balance, happiness, and optimism. By shifting the narrative away from insurance and bureaucracy, the blog fostered positive user engagement and strengthened HPN’s connection to the community. The collaboration with Kyle Christian and Michelle Goldberg from Virgen was essential in achieving a seamless integration of user feedback and design improvements. The result was a polished, intuitive blog that effectively enhanced HPN's online presence and user loyalty.

Responsive Design

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What I Learned?

User-Centered Design:
Focusing on the target audience’s needs and perceptions of health was key to creating an engaging, emotionally resonant experience.

Collaborative Design Process:
Working closely with cross-functional teams, including Kyle Christian and Michelle Goldberg from Virgen, ensured a successful outcome that aligned with both user needs and HPN’s business goals.

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