TL;DR
Challenge: UnitedHealthcare's Individual and Family Plans Marketing team underutilized Adobe Journey Optimizer, relying on outdated tools with no defined process. This caused redundancies, misalignment, and errors in member communications.
Solution: Led discovery with 18+ team interviews to identify opportunity areas. Created streamlined process framework including RACIs, strategic templates, coaching materials, and training to optimize Adobe Journey Optimizer adoption.
Impact:
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Defined process — Eliminated redundancies with clear workflows and responsibilities
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Increased AJO adoption — Team now actively using platform capabilities
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Improved communications — Reduced errors in member outreach
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Scalable templates — Coaching materials enable ongoing team alignment
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Training delivered — Hands-on enablement based on custom process docs
Discovery & Synthesis
My colleague and I interviewed ~18 team members across UHC’s IFP marketing team.
We synthesized our findings according to People, Process, Technology, and Measurement and reviewed high-level themes with their team - providing a chance for their team to hear what kinds of challenges others were also facing.
We called out potential solutions with their team flagging any that might be a priority.
Alignment & Prioritization
We grouped all potential solutions and began prioritizing them across an Impact vs Effort matrix.
Many of the ideas flagged by the team were high impact, low effort, but their team just didn’t know how to approach creating those solutions. We prioritized those items into the “Now” bucket, saving other solutions for Next and Later.
Opportunity Definition
To gain alignment on outcomes and scope, we created Opportunity Briefs for each initiative. These included outcomes, OKRs, deliverables, activities, and responsible team members.
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This helped align the UHC team and help us manage each of these solutions going forward.
Process Flows & RACI
The first main solution was a defined process flow. I facilitated a workshop with their team to map out their existing process in order to flag gaps or opportunities.
I used this to build and iterate on a propose path forward and worked with all members to ensure alignment on the new process.
I also broke down the new process into phases and created RACIs with all tasks clearly assigned to specific roles within the team.
Journey Activation Flow Templates
I created Journey Flow Templates for their Marketing Directors to use so they had consistent, branded journey flows, reducing time spent creating flows and providing a consistent visual for the technology team and for strategic documentation that gets shared internally.
Training & Change Management
I also created training materials to help the team build and share the journey flows, and as we handed this work off to UHC, I provided desk-side coaching to the entire UHC IFP Marketing team during an in-person training session.
The team was excited to have a tool to speed up their strategic work and a documented process that finally provided clarity.
