ALEX HSA

In early 2019, Jellyvision partnered with HSA Bank to develop our own ALEX Health Savings Account and Flexible Spending Account product. Our mission – use our proven approach to behavior change to get people to put more in their HSAs and spend less on health care by maximizing their other employer benefits.

We designed a new dashboard frontend that put greater emphasis on personalized benefits education and action items.

HSA account holders log in to their online accounts an average of seven times a year, so our approach at first was two-prong – get them to activate their online accounts via a targeted email nurture campaign so they'd be opted in, then use those moments of captured attention while they were logged in to provide personalized action items that exposed money-saving opportunities across employer benefits beyond their HSA.

I helped concept, iterate, and user test our approach to the dashboard, and wrote all the microcopy, page copy and FAQs used throughout the application. I also wrote the emails, including A/B test variants on subject line and CTA labels.

The bulk of the content within the app comes in the form of Your Action Items, which are bite-sized nuggets of education that always end with an actionable next step that the user could do right then and there to save themselves time, money, or confusion.

I wrote about 30 of these Action Items for launch and worked with our devs to come up with a rough prioritization system that combined employer and date-range conditions, user variables, and an overall priority score to determine what a user would be given each time they logged in.

I also developed a content map for the first year after launch as we continued to refine and expand the pool of Action Items available to be displayed.

Here are a few samples:

I implemented this content and managed updates directly within our Kentico Kontent CMS and worked with developers to scope necessary variables and conditions to make it all work.

I also oversaw the revamp of printed materials for first time user welcome kits and promotional mailers. On a lot of these, there was a certain parity of information that was required just from a legal standpoint, but I worked closely with our designer to reorganize, de-jargon, and trim as much as we could.

The end results feel less overwhelming and bank-y, while emphasizing our internal goal of getting people to activate their accounts online.