Process

In 2015, I was the first UX designer hired to work on ScriptRelief. This is a company that provides discounts on prescription medication for individuals who are uninsured or underinsured.

ScriptRelief had a great deal of success with their offline (direct mail, alternative media) marketing channels. However their digital presence was in poor shape, from most marketing and product perspectives. I began working on this challenge with my colleague Peter Kelly (Director of Digital Marketing) whom I would work with for several years.

Initial efforts were around consolidation of brands. In its brand exploration testing methodology, ScriptRelief has spun up around 25 individual brand test websites with similar functionality. These were also spread out across different technology stacks (Wordpress, hard-coded, other CMS flavors). These brand websites often linked to each other in ways that could be confusing or detrimental to consumer confidence.

Marketing identified several issues with the setup of our AdWords account, and critical conversion flow paths. These were rectified and the necessary UX steps were made to facilitate this. Traffic was driven to one of around 30,000 individual, conversion oriented drug pages. EX - you Google “Inhaler coupons” and land on one of our conversion pages for "Albuterol inhaler discounts and coupons”.

I began the A/B testing program for ScriptRelief using Optimizely. Given that I had a background in development, I was able to use the Optimizely editor to quickly run and iterate on testing variables like page layout, button colors, CTA copy, testimonials, and brand partner imagery. Given the high volume of traffic to these pages, I was able to quickly identify areas for improvement that were high-impact. The high traffic volume also allowed for tests to quickly reach statistical significance, sometimes allowing me to run multiple tests to conclusion in one day. I was able to raise conversion rates between 20% and 50% depending on the individual drug page. In addition to the optimizations being made on the ad spend side, our small team was able to make huge leaps in the performance and efficiency for ScriptRelief digital.

Our team gained some recognition internally for our hard work and results driven approach, and the team began to expand. I hired a second UX designer to join our team in 2017 and thusly began my design management journey.

A sister site in the suite of ScriptRelief brands was SearchRx. This site had a unique feature in that it could tell you the price of a drug at a given pharmacy chain and allow you to fill your script at the cheapest price. I wrote code for an MVP concept to improve the UX of the website. On this brand, we also engaged with our overseas development partner. There was no formal process of how the marketing team would interface with our development team. I began a campaign to standardize this process, and introduced and mandated that our team follow an Agile development process. We started using JIRA as a development management tool.

SearchRx was later sold to Optum (the largest pharmacy benefit manager in the USA) as part of ScriptRelief. Some of the SearchRx functionality continues on now branded as OptumPerks (perks.optum.com/)

SingleCare was an adjacent company in the Loeb-nyc portfolio. It had similar functionality in the market as ScriptRelief. Because of the results our team was able to drive for ScriptRelief, we were tasked to assist with SingleCare. SingleCare had a more mature organizational structure and a small team of UX designers. I worked both on the marketing side and product side within SingleCare to make improvements and further the product roadmap.

SingleCare eventually went on to continue to formalize their organizational structure and our team was tasked to work on other companies in the Loeb-nyc portfolio. The UX marketing team was merged with the Loeb.nyc product design team, and I was tapped to lead this team. At this point I had between 3-7 direct reports. My team worked on various projects and companies within the Loeb-nyc portfolio that are outlined on other pages in my portfolio.