Alice Health calculator
Summary
The Health Calculator was the initial project of a Product-Led Growth strategy for the Alice health plan. There was a need to highlight Alice's differentiation from the traditional market and present these new features to users, based on technology and personalized service.
To do this, we chose to adapt the Score Magenta, a health assessment tool available only to members in the app, into a simplified version that would allow users to understand its practical application in everyday life.
Research
According to benchmarks, companies that have experienced extensive growth have used product-driven growth strategies, such as creating free tools for lead generation or to raise awareness. One example was QuintoAndar's Rental Calculator, in which landlords enter information about their properties to determine rental values, resulting in a significant share of leads.
Based on this information, our hypothesis was that by creating Score Magenta adapted for non-members, we could provide an opportunity for interaction and lead generation.
Internal validation
To create the Score Magenta, we summarized the analysis questionnaires into six health pillars: quality of life (Euroqol), physical activity, mental health, diet, sleep and habits. Given that the original questionnaire was extensive, we simplified the content into five pillars, while maintaining the same calculation logic. This allows users to easily understand which health pillar requires the most attention and which actions can improve their results. To validate the project, we involved the Health team responsible for the original Score Magenta and the Legal team to consider possible complications in the simplification and ensure compliance with the LGPD.
Ideation
When creating the look and content, we considered three key points:
benchmarks of similar tools
similarity to the original product and
the use of terms with good SEO rankings to attract non-branded traffic.
The design process was linear thanks to the team's collaboration and trust, along with continuous improvement efforts.
Participation and responsibilities
My participation in the project began after the research phase, when the hypotheses were already well defined and the structure of the questions was established. My contribution involved adapting the content according to internal feedback and the visual design of the questionnaire and results.
Once the main contents were approved, our UX Writer revised the text. After the launch, specific adaptations were made to optimize performance in campaigns, A/B testing and the inclusion of additional information in the results.
Results
During the campaign periods, the page was well received by the individual audience. The term "Health Calculator" became the most frequent non-branded organic search associated with Alice. Even with the shift in target audience to the business segment, the Health Calculator continues to generate hits and leads and is used as a practical way to present the value of Alice's product at face-to-face events.
Evolution
With the positive results of the Health Calculator launch, an SEO analysis identified additional opportunities using the term "Contraceptives". In this regard, I conducted interviews with medical specialists, nurses and reviewed internal and external protocols to create a dynamic questionnaire that took into account the user's stage of life, history and preferences regarding contraception.
The hypothesis was that, in addition to generating non-branded traffic, the questionnaire would also help Alice members get informed before their appointments and make more informed and confident decisions. However, due to changes in the target audience, the continuation of this project was deprioritized.
Participants
PMs Julia Meira and Gabriela Falcón, SEO Beatriz Fontes and UX Writer Luana Montemor
