The Inbox: Recent Episodes
Prophet Springbox
Prophet Springbox, a digital agency, solves real-world problems for fictional clients in this fun, behind-the-scenes work at how digital marketing gets done.
A health insurance marketplace for seniors called MediDone wants to roll out a new site feature that guides seniors through medicare plans and supplements. Because trust is such an important factor in who seniors choose, MediDone wants to establish an informative app-like feature that is clear, no-nonsense, and actionable. MediDone is not an insurance provider themselves -- the company charges a flat annual fee to handle application paperwork and plan maintenance for members. Think something like a tax accountant; you reach out to them when annual renewal is due, and they consult with you about your situation then find the best solutions and take care of everything from there. (MediDone does not take commissions, relying on membership dues for revenue.) The app is a “try-it-free” play meant to drive potential members to an initial one-on-one consultation with a representative.
They’ve come to Springbox with a wealth of user research based on those one-on-one conversations with reps. They want to turn an admittedly messy process and information dump into a clear, step-by-step process that adjusts and customizes to a potential member’s age, location, health situation, financial situation, etc. There needs to be a good “free” payoff in order to generate word-of-mouth and help the feature be shared among senior groups, but it shouldn’t devalue or replace the benefits of MediDone’s core service.
In this engagement, they want to figure out: 1) what the feature should do, 2) how it should guide users through the process, and 3) what the payoff should be.
MediDone believes in member feedback, so there will be user tests conducted between each round of prototyping, and that will be what primarily guides refinement.
Tackling this are:
Ricardo Latorre, Experience Director
Aline Forastieri, Associate Design Director
Carina Magyar, Associate Content Strategy Director
A beloved regional mineral water called Bubb’s was recently acquired by a major international beverage company. Since that high-profile acquisition, consumers are complaining that the water is less bubbly than it used to be, despite the fact that nothing about the manufacturing or bottling of the water has changed! The beverage company needs to correct this misconception as soon as possible, before they lose too many sippers to other brands in the ultra-competitive mineral water market. Any kind of marketing effort is on the table so long as it makes a big splash soon.
Tackling this are:
Angie Gette, VP Strategy & Insights
Stephanie Skaggs, Group Creative Director
Jenneva Vargas, Senior Performance Marketing Strategist
Adam Kotel, Senior Associate Digital Strategist
Abby Nield, Senior Art Director
Emily Pearson, Senior Copywriter