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.
“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”
— 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.
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.
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.
“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.”
— 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.
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.
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
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