What features could Optum add to its Rally health and wellness platform to increase user engagement and long-term behavior change?

Introduction

To increase user engagement and long-term behavior change on Optum's Rally health and wellness platform, we need to identify key features that align with user needs and motivations. I'll analyze the current product, user segments, and pain points to propose innovative solutions that drive sustained engagement.

Step 1

Clarifying Questions

• Looking at Rally's position in the health and wellness space, I'm curious about its primary use cases. Could you share the top 3-5 features users engage with most frequently?

Why it matters: Helps focus our improvement efforts on high-impact areas Expected answer: Health assessments, activity tracking, and rewards programs Impact on approach: Would prioritize enhancing these core features for immediate impact

• Considering the goal of long-term behavior change, I'm wondering about user retention. What's the current average user lifecycle, and at what points do we see the highest drop-off rates?

Why it matters: Identifies critical moments for intervention to improve retention Expected answer: 6-month average lifecycle, with high drop-off after 3 months Impact on approach: Would focus on features that re-engage users around the 3-month mark

• Given the competitive landscape in digital health, I'm interested in Rally's unique value proposition. What key differentiators set Rally apart from other wellness platforms?

Why it matters: Ensures new features align with and strengthen Rally's market position Expected answer: Integration with health insurance benefits, personalized recommendations Impact on approach: Would leverage these strengths in new feature development

• Considering Optum's broader healthcare ecosystem, I'm curious about data integration. To what extent can Rally access and utilize user health data from other Optum services?

Why it matters: Determines potential for creating more personalized, data-driven features Expected answer: Limited integration due to privacy concerns, but some data sharing possible Impact on approach: Would explore features that safely leverage cross-platform data insights