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Challenge: To create mobile-first sites for properties within the Optum health services company (with more than 150 locations around the world). My team (at Young & Rubicam) needed to work within very rigid templates provided by the client, which limited options for navigation and copy length. We also had to keep in mind the literacy level and knowledge of the potential users.
Solution: I was responsible for all content strategy and copy on these sites. I worked together with a UX designer to determine the site structure and navigation, and came up with the names for the nav headings. I also wrote micro copy to explain how to use related tools (such as mobile apps, e-visit tools, find a doctor tools, and more).
Results: Confusing and technically challenging information was simplified into understandable copy and tools. This enabled users to better understand their health care options and to find the right care for them in their area, both on the web and using a mobile device.