Kaiser Permanente
While at Blitz, I worked on the team responsible for envisioning how KP’s long standing campaign “Thrive” could lead the charge in defining a digital strategy. Kaiser had spun up dozens of websites to triage traffic coming in from their advertising efforts, as well as to serve regional customers and potential customers. The result was a fractured user experience that often lead to a loss in sales and a diminished brand reputation. Our task was to build the argument for bringing Kaiser Permanente’s multitude of traffic streams into one main web experience. To do this, we leveraged the “Thrive” brand to drive consumer trust and deliver a coherent brand message.
Our vision work quickly transitioned into building the Thrive.com experience. Our approach was multi-phased, beginning with a consumer focussed brand site based on the Thrive campaign which had been in the market for years, and had built significant brand recognition in west coast audiences. By leveraging this campaign promise for the first phase of the digital re-build, we could more easily communicate to a broader audience while slowly improving upon the overall user experience and sunsetting irrelevant secondary websites.