projects
2022 – 2025
One App to Rule Them All
Unifying Optum's Digital Health Experience
How a fragmented multi-app ecosystem was transformed into a single, human-centered healthcare platform serving millions of members and what that journey looked like from the inside.
104 Million
Unique consumers served
AI
AI-driven solutions for the largest health insurer in the USA
5
Products Unified
At a Glance
ROLE
Director, Content & Strategy
COMPANY
Optum (UnitedHealth Group)
DURATION
March 2022 – December 2025
TEAM
Content strategists, UX writers & designers across 5 ecosystem products
PLATFORMS
Mobile (iOS & Android) + Web
SKILLS
Content strategy · UX leadership · IA · Scalable systems · AI content delivery
OVERVIEW
The work
Optum is one of the largest health services organizations in the United States, operating within UnitedHealth Group. Being such a behemoth of a company, sometimes the experiences felt fragmented for our users. This is where I came in. For this effort, I led the content strategy and UX vision to consolidate multiple standalone digital health apps (the Guide, Patient app, and Rx/pharmacy experience) into a single, seamless platform built around how real people navigate their healthcare.
The challenge was both technical and human: how do you bring together fragmented systems, inconsistent language, and siloed teams, without disrupting millions of active users who depend on these products every day?
CHALLENGE & OPPORTUNITY
The problem worth solving
THE ASK
Members were navigating their health and benefits across several separate digital products: the Optum Guide, the Patient app, and the Rx/pharmacy platform. Each with its own experience, language, and logic.
The business challenge: consolidate distinct, siloed apps into a cohesive experience without disrupting millions of active users.
Strategic opportunity
The fragmentation wasn't just a product problem, it affected member confidence and organizational clarity.
The opportunity: reimagine the experience from the member's perspective. Create one intuitive, trustworthy platform that guides people through care, benefits navigation, and pharmacy in a seamless flow.
For me, this extended beyond product integration to establishing foundational content strategy. I wanted to create frameworks, governance, voice and tone, and shared patterns that could enable human-centered healthcare delivery at scale.
LEADERSHIP APPROACH
A five-step framework for lasting change
My methodology for this work: assemble the right team, define strategic direction, communicate and align, execute with rigor, then measure and optimize.
01
Assemble & Develop the Team
Built and mentored a multidisciplinary team across five digital products. Established psychological safety, trust, and accountability that enabled diverse perspectives to drive stronger decisions.
02
Define Strategic Direction
Mapped the member journey end-to-end across Guide, Patient app, and Rx flows. Identified friction points and established a north star: one coherent experience simplifying healthcare navigation for millions.
03
Communicate & Build Frameworks
Developed scalable content frameworks, governance models, and shared design patterns ensuring consistency across teams and platforms. Created voice and tone standards reducing duplicative effort and inconsistent experiences.
04
Execute with Rigor
Delivered across product and engineering to reduce friction in complex healthcare workflows that simplified care access, benefits understanding, prescription management, and clinical program engagement.
05
Measure, Learn & Optimize
Maintained focus on outcomes by tracking consistency improvements and building feedback loops. Frameworks and governance systems became the foundation for all Optum Health Solutions content work.
KEY OUTCOMES
What the work achieved
Led content strategy and UX design for digital healthcare experiences across Optum Health Solutions platforms, serving millions of members on mobile and web.
Consolidated multiple fragmented digital products (Guide, Patient app, Rx) into a unified experience architecture, reducing member confusion and improving care journey navigation.
Drove scalable content frameworks and governance models improving consistency across 5+ digital products and multiple cross-functional teams.
Advanced accessibility and inclusive design practices across digital experiences, making healthcare navigation clearer and more equitable for diverse member populations.
Explored and piloted AI-enabled content delivery strategies supporting more personalized, timely member experiences at scale.
Built and mentored a high-performing multidisciplinary team of content strategists and UX writers, growing individual contributors and raising experience quality standards.
Assets
A glimpse into the work
NEXT PROJECT
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.
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.