Dr. Phil

Ushering a TV audience to the internet

In partnership with AARP Life Reimagined, we worked with Dr. Phil McGraw to create an online experience called “Become the Best Version of Yourself,” based on his bestseller, Self Matters. This pilot program, a journey of personal discovery, operationalized our engagement toolkit, and included over 50 custom videos and a private workbook — bringing Dr. Phil’s sizable following from TV to digital.


Attracting the fan base

We featured “The Rut Test” on the homepage for Life Reimagined, which Dr. Phil announced on his TV show and in media (HuffPo, etc), directing viewers to take the test and get a taste of our online program for free.

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“Because the book the program is based on is long and dense, we broke up activities into bite size experiences in order to maximize completion rates”

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— Albert, User Experience Designer


Motivating through ideals

In this free activity, users saw the divergence between who they wanted to be and who they were, giving them motivation to sign up for the program to become their best selves.

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Enriching the experience with personalized videos

We supplemented the material from Self Matters with videos we scripted for Dr.Phil, in which he addressed users directly, explaining the purpose behind each activity, clarifying next steps, and keeping them motivated to move forward.

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Navigating the experience

We segmented the activities of Self Matters into bite-size experiences so that users could stop anywhere and return when they next logged in by using their dashboard. We also designed a cadence of emails to maximize retention and encourage users to keep making progress.

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“Rendering the work of Dr. Phil into an online experience was a monumental task. By creatively mapping parts of his book to key components in our engagement toolkit, we were able to create life-changing UX in a short period of time.”

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— Jimmy, Designer


Celebrating every step

At the completion of each activity, Dr. Phil congratulated users on the progress they were making. In the case of tests or quizzes, scripts were personalized according to results.

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Merging tangible and digital

We created a private journal as a way to minimize friction between a paper-and-pen experience and the digitial version of Self Matters. Everything users filled out during the program was recorded here and could be accessed at any time.

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OUTCOME

67%

Increase in Lifetime Value (LTV) based
on original hypothesis

We brought Dr. Phil’s IP into the digital space, which offered an opportunity to see how users engaged with the content, including insight into what experiences would support users going forward

WHAT WE DID

PRODUCT

Strategy

Innovation

UX Design

Visual Design

Copy

SELECTED WORKS

Holiday Retirement/MiloPRODUCT & MARKETING

Dr.PhilPRODUCT

RangriPRODUCT & MARKETING

Address

110 East 25th Street
New York, NY 10010
+1 (646) 894.8236

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build something great

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We collaborate with ambitious
brands and people; we'd love to build something great

contact@10012.com

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