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Community Health Choice

CX Journey Management for Health Insurance.

I spearheaded a customer experience journey strategy to guide Medicaid customers through on-time recertification and retaining their health coverage.

Full case study available upon request.

Preview of Community Health customer messaging on a tablet device

Timeline:

9 months, executed in monthly intervals

Team:

6-person team plus 3 stakeholders, the CHC compliance department, and the Texas HHS Commission

Results:

AMA Houston Crystal Award for Best A/B Testing Plan in 2020, 4.26% increase in customer retention, 43% reduction in Call Center traffic

40 year old Hispanic woman givng a piggy back ride to her son

Situation

Community Health Choice is a non-profit health insurance provider for affordable and no-cost health insurance plans in southeast Texas. Its STAR (Medicaid) and CHIP (Children’s Health Insurance Program) plans offer essential health coverage to low-income families and children in Houston and the surrounding areas. Each year, STAR/CHIP members must “Recertify” their health coverage in these plans by submitting an application to Texas Health & Human Services (HHS).

My role in this project:

Project Team Lead

Audience Definition

A/B Testing Plan

Customer Journey Management

Content Design & Strategy

Overlooked and Unserved

I combined several rounds of market research and customer interviews into a high-level, journey-focused customer persona. Knowing retention was easier than new enrollment, I designed a 5-step journey to guide members through Recertification and ease the Call Center load.

Community’s most vulnerable customers needed help navigating the Recertification journey to avoid falling through the cracks and losing their access to medical care.

The Problem: Thousands of CHIP/STAR members lost coverage each year because they missed confusing, state-issued Recertification notices, despite wanting to stay with CHC.

The Impact: Coverage gaps jeopardized care for vulnerable families, eroded Community’s membership, and overwhelmed its call center with Recertification questions.

The Constraints: Reaching members was difficult as many lacked reliable contact info, and every message had to be pre-approved by Texas HHS, limiting our flexibility and speed.

I would like to have tested with Operations Engineers on-site in real-world conditions prior to launch.

The Solution: I initiated an A/B testing strategy to inform and encourage members with messaging tailored to support members before they missed their window.

I would like to have tested with Operations Engineers on-site in real-world conditions prior to launch.

Persona for Community Health Choice STAR/CHIP customer

Message Delivery

Each message was timed to match the member’s stage. Emails provided early guidance and texts delivered quick reminders to make outreach more relevant and actionable.

Close up of customer messaging on a tablet device

Emails with shorter copy and clearer CTAs

Emails with short copy and clear CTAs

Emails with shorter copy and clearer CTAs

Close up of customer messaging on a mobile device

Text messages trimmed for bilingual clarity

Communication Strategy

Knowing retention was easier than new enrollment, I designed a 5-step journey to guide members through Recertification and ease the Call Center load.

Customer Journey Primary Target: Community’s CHIP and STAR members who were in their 60-day application processing window and had not started the process.

Customer Journey Secondary Target: Community’s CHIP and STAR members who knew their deadline was approaching and were confused or intimidated by the application process.

Working with a writer, we applied the HHS 6th-grade writing level standard across messaging and visuals to help members easily understand and act.

Pre-Approved Compliance: I partnered with our writer to develop multiple pre-approved copy and design variations, giving us the flexibility to A/B test without delay.

Tailored Messaging: With members often intimidated by the process, we developed clear, empathetic language that avoided any competitive or aggressive phrasing to build trust.

Cut the Clutter: Early campaign versions overwhelmed members, even at the right reading level. I reduced copy density and elevated key messages to make our CTAs more impactful.

Aligned Visual Tone: From graphics to copy, every element was designed to be approachable, bilingual, and accessible so members could focus on what mattered: keeping their coverage.

A/B Testing Plan

My strategy built on the previous month’s momentum by rapidly testing new ideas, helping us quickly discover what resonated with members like Amber.

Once the core structure was proven, we optimized the details by simplifying copy, adjusting layouts, and testing CTA elements to help Members quickly absorb and act on each message. The results spoke for themselves.

My strategy built on the previous month’s momentum by rapidly testing new ideas, helping us quickly discover what resonated with members like Amber.

A/B testing strategy experiments over time

Multivariate A/B Testing Plan

A/B Testing Results

Community Health Choice Application Assistance webpage on a mobile device

Results

Our customer journey improvements led directly to 3,976 more STAR/CHIP members recertifying on time – a 4.26% YOY increase.

The Workstrings app launched on the Apple and Google Play stores in May and June 2025, alongside their new website that shared functionality.

Our customer journey improvements led directly to 3,976 more STAR/CHIP members recertifying on time – a 4.26% YOY increase.

Reduced Call Center Burden: By delivering well-timed instructions and reminders, we cut call volume by 43%, easing pressure on the Community Member Services team.

Award-Winning Execution: Our awareness campaign won AMA Houston’s Crystal Award for Best Digital A/B Testing Plan.

Elevated Customer Experience: Members received clear, accessible guidance at critical moments – reducing confusion, supporting timely action, and reinforcing trust in Community.

I would like to have tested with Operations Engineers on-site in real-world conditions prior to launch.

Read the full case study.

Request Case Study

Read the full case study.

Request Case Study

Read the full case study.

Request Case Study

Read the full case study.

Request Case Study