projects
2022 – 2025
Fitness For All
Rebranding One Pass and integrating Optum's fitness benefit into a single member experience
One Pass gave Optum members access to thousands of gyms and a full digital fitness app, but the experience felt fragmented. My task here was to lead the content strategy and UX to rebrand One Pass, integrate the Aaptiv mobile app, and connect fitness seamlessly into the broader Optum health ecosystem.
18,000+
Gyms and boutique fitness studios included in the One Pass Select network
72%
Medicare users more likely to renew because of One Pass
13 Million
Eligible members served
4
Ecosystem touchpoints connected
AT A GLANCE
ROLE
Director, UX Design
COMPANY
Optum (UnitedHealth Group), Remote
DURATION
2022 – 2025
TEAM
UX writers, content strategists, designers; cross-functional product, engineering & marketing
PLATFORMS
Mobile app (Aaptiv) · Optum web + app · Member marketing
SKILLS
Brand strategy · Rebrand · Content systems · App integration · UX writing · Scalable frameworks
OVERVIEW
The work
One Pass is Optum's fitness benefit program giving health plan members access to thousands of gym locations and digital fitness content as part of their benefits. My role was to lead the content strategy and UX for the rebrand and integration of One Pass, including its Aaptiv digital fitness app, into the broader Optum digital experience.
This project sat at the intersection of two disciplines I know well: brand repositioning and platform integration. One Pass needed a clear identity, a content system that scaled across gym access and digital fitness, and a seamless integration story that made Aaptiv feel like a natural part of Optum.
THE ONE PASS ECOSYSTEM
Four touchpoints. One fitness experience.
One Pass connected gym access, digital fitness, the Optum app, and member marketing under a single brand and content system, each touchpoint designed to feel continuous with the next.
01
Gym Access
Thousands of in-person gym and fitness studio locations. The physical cornerstone of the One Pass benefit.
02
Aaptiv App
Digital audio + video workout content on mobile. I led content strategy and UX for the rebrand within the app.
03
Optum App
Fitness integrated as a native experience within the broader Optum health platform. No context-switching required.
04
Member Marketing
Rebrand messaging, enrollment communications, and activation campaigns connecting members to the full benefit.
Each touchpoint is a distinct experience, but together they form one coherent member journey from enrollment to active fitness engagement.
CHALLENGE & OPPORTUNITY
Words that meet people at their hardest moment
THE ASK
One Pass offered members something genuinely valuable: access to thousands of gyms and the Aaptiv digital fitness app. However, the experience felt fragmented. The brand, language, and member journey were disconnected: gym access on one side, a separate app on the other, neither fully connected to the Optum health experience members were already navigating.
The ask: rebrand One Pass, integrate Aaptiv into the Optum app ecosystem, and make fitness feel like a native part of how members manage their health, not an add-on they had to go find.
THE OPPORTUNITY
Health and fitness are deeply personal. Both live in a different emotional categories than benefits navigation or clinical care. The opportunity was to honor that.
Give One Pass a brand and experience that felt energizing and human while still living coherently inside the Optum world. This meant designing content that could exist authentically in both worlds. My goal was to present enough in Optum to feel integrated, while distinct enough in Aaptiv to feel like a real fitness product.
LEADERSHIP APPROACH
From rebrand to integrated experience
My approach was to connect workstreams through ecosystem alignment. Each ecosystem building the foundation for a fitness experience that felt both distinct and connected.
01
Define the Rebrand
Led content strategy to establish One Pass's refreshed identity, language, and positioning framing it as a meaningful fitness benefit, not just a gym perk. Developed voice and copy across enrollment, onboarding, marketing, and in-product content.
02
Design the Aaptiv Mobile Experience
Directed content strategy and UX writing for the Aaptiv app under the One Pass rebrand: content architecture, navigation language, instructor voice guidance, and member-facing copy from workout discovery through completion.
03
Integrate with the Optum App
Designed the content and UX bridging One Pass into the broader Optum digital experience. How fitness was surfaced and framed within the app, connecting gym access and digital workouts back to each member's health goals without friction.
04
Build Scalable Content Frameworks
Developed content frameworks and governance models ensuring the One Pass brand voice could be applied consistently across teams. From digital product copy to member marketing, I led this effort as the product evolved and new features were added.
05
Align with Broader Optum Strategy
Tracked how the integration landed with members, used insights to refine the content experience, and ensured One Pass contributed to the larger goal: one coherent digital health platform where fitness, care, and benefits lived together.
KEY OUTCOMES
What the work achieved
Led content strategy and UX for the One Pass rebrand by establishing a refreshed brand identity, voice, and content system that positioned One Pass as a cohesive fitness benefit.
Directed content and UX design for the Aaptiv digital fitness app under the One Pass brand, shaping the member experience from workout discovery through completion.
Designed the integration of One Pass into the Optum app, creating a unified member journey connecting gym access, digital fitness, and health plan navigation without friction.
Built scalable content frameworks and governance models ensuring One Pass language and brand voice could be applied consistently across product, marketing, and cross-functional teams.
Aligned the One Pass rebrand with the broader Optum Health Solutions content strategy, contributing to the goal of simplifying the digital health experience for millions of members.
Collaborated across product, design, engineering, and marketing to deliver a fitness experience that felt personal, energizing, and authentically connected to the Optum ecosystem.
Assets
A glimpse into the work
NEXT PROJECT
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Let's Build Something
Worth Remembering.
Eve D’Onofrio, Ph.D.
Raleigh, North Carolina
eve@evedonofrio.com
Whether you're building a design practice from the ground up, scaling an existing team, or shipping a product that needs to earn trust at every touchpoint, I am a design leader who will get you and your business there faster.