DIGITAL

Partnering with digital agency Primacy, I was part of creating a ‘Help Me Choose Tool’ for Emblem Health, in advance of the initial Affordable Care Act sign-up period in 2013. — This involved planning copy for multiple variables, in multiple stages, to figure out how best to transform a previously complicated registration form into a much less intimidating, far more useful, pleasant process for the prospective customer.

There were simple, sometimes unexpected animations throughout the experience that brought life to it and perhaps brought a smile to the viewer. (For instance, how each ‘child’ in the key frame shown enters and exits, upon selection was surprising and cute.) The experience was live until early 2015.