Active Health Management Coaching Feature
Year
2020 - 2022
Services
Research
,
Discovery
,
Design
Intro
Active Health Management (Owned by CVS Health) aimed to revamp its underperforming coaching feature to boost user engagement. The redesign focused on improving the user experience across personal coaching, group sessions, and chatbot interactions.
The Challenge
Active Health Management (AHM) recognized that their existing coaching feature was underperforming in terms of user engagement. The ambition was to transform it into a comprehensive, interactive coaching hub that could serve a wide range of needs — from personal coaching and group sessions to goal setting, gamified challenges, and chatbot support.
Key challenges included:
- Complex feature set: Balancing simplicity with functionality while integrating chat, coaching history, weekly challenges, quizzes, points systems, and scheduling into one cohesive experience.
- User diversity: Designing for different user goals — some focused on wellness coaching, others on scheduling group programs, while many simply wanted progress tracking and motivation.
- Preventing overwhelm: Ensuring all features were discoverable without clutter, while keeping the design clean, visually appealing, and accessible across devices.
In short, the challenge was to create a unified, user-friendly experience that elevated coaching from a static feature into a motivating, central pillar of the AHM platform.
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The Result
The redesigned coaching feature delivered a seamless, engaging, and scalable experience that empowered users to take ownership of their health and wellness journey.
Key projected outcomes included:
- Streamlined engagement: By unifying chat, coaching history, and goal tracking, the design was expected to boost active feature adoption by 25–30%.
- Motivation through gamification: Weekly challenges, quizzes, and a points system were projected to increase return usage frequency by 20%, helping sustain long-term engagement.
- Personalized journeys: Features like goal setting and AI-powered chatbot coaching were anticipated to drive a 15% improvement in user satisfaction scores, based on usability testing benchmarks.
- Reduced friction: Simplified navigation and cleaner UI were projected to shorten onboarding time by 40%, making it easier for new users to get started.
- Support for scalability: The flexible design system provided a framework that AHM could extend to future wellness programs, reducing the cost and time of future feature rollouts by an estimated 20–25%.
By combining insights from competitive analysis, user interviews, and iterative testing, the AHM coaching platform was transformed into a cohesive, motivating, and future-ready experience — built to increase engagement, enhance satisfaction, and empower users to actively participate in their health journey.
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