Company
HealthEquity

Year
2025

My Role
Senior Designer

HealthEquity Financial Literacy
Month Campaign

HealthEquityā€™s annual Financial Literacy Month initiative aimed to educate customers about HSA benefits. The original concept was a single generic landing page supported by basic email reminders. While informative, this lacked emotional connection and failed to address diverse customer needs.

I led the strategic pivot to a personalized, story-driven campaign, creating meaningful engagement by showcasing authentic customer narratives across multiple channels.

Challenge

How can we make HSA education more engaging and personally relevant?

Traditional financial content often feels generic and overwhelming, leading to low engagement. Our original approach treated every customer the same, missing an opportunity to demonstrate how HSA benefits could positively impact real lives across various life stages.

Initial approach:

  • Single landing page with generic education

  • One-size-fits-all messaging

New approach:

  • Personalized experiences built around authentic customer stories

  • Multi-channel integration: email, web, webinars

My Role

I owned the campaign strategy and creative direction, ensuring consistent storytelling and seamless user experience across all touchpoints.

  • Developed campaign strategy and story framework

  • Designed email sequences and landing page layouts

  • Coordinated with dev team for personalized pages

  • Managed cross-functional alignment with content, design, and webinar programming teams

Research & Strategy

Research & Insights

Due to timeline constraints, we leveraged existing customer content from recent campaigns to identify compelling narratives that would resonate with our Financial Literacy Month audience. This approach allowed us to move quickly while still featuring authentic customer experiences that represented three distinct customer segments with unique motivations:

  • Austin Morris: Cancer survivor focused on preparedness

  • Warren Barnes: Truck driver planning retirement

  • Kim Smith: Artist/mother who used HSA during adoption

Customer feedback revealed the power of authentic narratives:
"I never realized how my HSA could help with adoption costs until I saw Kim's story"
- Survey respondent

Strategic Approach

The campaign strategy centered on three pillars:

  • Lead with authentic stories rather than product benefits

  • Create personalized landing pages to connect with different life stages

  • Maintain consistency across all touchpoints

Design Process

Email Campaign Structure

I created a three-email sequence that gradually built narrative interest:

  1. Story Introduction: Meet [customer name] and their journey

  2. Educational Reminder: Note-to-self tone with value-driven tips

  3. Final Invitation: Last chance to join our webinar series

Landing Page Strategy

Rather than directing all traffic to a single page as we had originally planned, I suggested we create a hub-and-spoke model to build a more impactful campaign:

Hub Page: "Meet the faces of HSA" - Overview of all three stories and links to the webinars.

Story Pages: Individual pages for Austin, Warren, and Kim with:

  • Personalized messaging and visuals

  • Embedded customer video testimonials

  • Story-specific HSA education

  • Seamless webinar registration

Key Design Choice:
Placing video testimonials above the fold increased engagement time significantly.

Outcome

Outcome & Impact

The personalized approach significantly outperformed previous campaigns:

šŸ“ˆ 37% increase in time on landing pages
šŸ“ˆ 12% higher email CTR vs. previous campaigns
šŸ“ˆ 22% boost in webinar registrations

Engagement Insights:

  • Customers explored multiple story pages

  • Video content increased dwell time

  • Tracking revealed story-specific conversion differences

Framework for Future Campaigns

This campaign established a repeatable playbook for story-driven marketing:

  • Method for curating authentic narratives

  • Templates for email and landing page personalization

  • Analytics model for tracking engagement by story

Key Takeaways

šŸ’” Strategic Thinking: Complexity (multi-page approach) delivered measurable business value.
šŸ’” Customer-Centric Design: Stories created emotional resonance in financial services.
šŸ’” Cross-Functional Leadership: Balanced creative vision with technical constraints.
šŸ’” Opportunity for Improvement: Future campaigns should feature a more diverse pool of customer stories across different demographics to ensure broader representation and connection.

See more work ā†’