I was asked to add information about how to get a breast pump on a health plan website. The question was driving many phone calls and customers needed a way to self-serve.

Based on customer listening, stakeholder interviews, and call data, I determined women need more information during this period in their lives when they are very engaged with their health plan. The result was a pregnancy microsite.

More conversational audience-specific microsites followed.

Women’s health

Men’s health

LGBT health