The request was to add links to breast pump providers on the website. Customers were calling to get the list of in-network providers. The question was is this the problem or a symptom of the problem?
Based on customer listening, stakeholder interviews, call data, and my own instinct, I decided to create a pregnancy microsite that would provide more information to pregnant women. Pregnancy is one of the unique in that a person is engaged with her health plan for a generally positive reason.
More conversational audience-specific microsites followed.