Personify Health · 2022–2024
Three interconnected projects to modernize how clients build and request health campaigns — moving from a fully white-glove, email-driven process toward a more scalable, self-service model.
Personify Health's campaign tool helps health plans and health systems communicate with their members — driving engagement with wellness programs, benefits, and health initiatives. Before this work, the entire campaign process was white-glove: clients emailed their account managers, who coordinated with the campaign build team to get anything out the door. The tools existed, but they weren't intuitive for clients who weren't coming from a traditional marketing background.
I was the sole designer across three workstreams that each tackled a different part of the problem: a self-service campaign builder for clients, a redesigned campaign request form, and branching logic for text message campaigns acquired through a Text4 agency purchase.
The goal was to give clients the ability to build simple campaigns themselves — single message texts and emails with basic audiences — without needing to go through the campaign build team for every request. The tool walked clients through the process step by step, simplified to only the actions needed for basic campaigns.
We worked closely with the campaign build team and account managers to understand how campaigns were built today and what clients actually needed access to. This was a project where getting clients involved early would have made a meaningful difference — it was a rushed effort, and there was rework involved as a result. It's a good example of what happens when product moves fast without enough client input upfront, and it's something the team is now revisiting in a second redesign attempt.
Self-service campaign builder — step-by-step flow.
The existing request process had real problems: the form was confusing, didn't get used consistently, could be submitted completely blank, and created a cycle of back-and-forth between account managers, clients, and the campaign build team before anything could actually get built. Details lived in email threads instead of the system, which meant nothing was tracked or auditable.
The redesign required a lot of meetings with account managers to understand what information they actually needed upfront — and then testing the new form directly with their clients. We got significant pushback. Clients were used to working through email with their AMs and didn't want to be responsible for filling out a form. It was a real change in how they worked.
We compromised: only the absolutely necessary fields were required. The goal wasn't to force clients into a rigid process — it was to get the critical information captured in the system so it could be tracked, audited, and acted on without three rounds of clarifying emails. That framing helped bring clients along.
Redesigned campaign request form.
Required vs. optional field structure.
When Personify Health acquired a Text4 campaign agency, their clients came with expectations: branching text message campaigns were a core part of what they'd been using, and that functionality didn't exist in our platform.
I worked closely with the team that had built and managed the original Text4 campaigns to understand how they worked in their system — what the logic looked like, what the build process was, what worked and what didn't. Our own system tooling and engineering capabilities put real constraints on what was possible, so this was a lot of back-and-forth between design and engineering to find a solution that could actually be built. We got there — a UI that allowed the full rebuild of branching text campaigns within our platform.
Branching logic UI for text message campaigns.
All three shipped and were adopted. The request form reduced the back-and-forth that had been slowing down campaign deployment and gave the team a more reliable way to capture and track client needs. The branching text logic successfully brought over the functionality that Text4 clients expected. The self-service builder, while functional, is currently being re-evaluated — a second redesign is underway with more client involvement from the start.