Gravie
Fifteen4’s collaboration with Gravie on this project has been recognized with an ADDY Award, a testament to the impact and creativity of this interactive experience.
Award-Winning Interactive Pain Assessment Quiz for Gravie’s MSK Campaign
Gravie, a leader in innovative healthcare benefits, sought to reposition its Musculoskeletal (MSK) Clinical Program with a campaign designed to engage users and guide them toward appropriate care. The campaign, conceived by Gravie and collaborator Creative Jordan, aimed to educate members on the importance of addressing physical pain early and connect them with Gravie’s in-house Nurse Navigator for further assistance.
To bring this interactive vision to life, Gravie partnered with Fifteen4, leveraging our expertise in user experience (UX), user journey mapping, design consultancy, and web development to create an engaging and functional digital experience.
1 in 2 adults
live with a musculoskeletal condition
$213B
cost of annual treatment and lost wages related to MSK conditions
$103K
cost annually for employers
The challenge
Gravie’s MSK repositioning strategy required an interactive element that could:
- Engage users with a simple yet impactful metaphor around pain awareness.
- Provide an intuitive user experience without complex branching user flows.
- Educate users and drive conversions by connecting them to care resources.
- Ensure compliance with privacy and technical constraints, avoiding PHI collection.
the process
The project began with a collaborative workshop, to define the core interaction for the landing page. These sessions helped establish a shared vision, ensuring that the interactive would engage users while maintaining a streamlined, effective user journey. Through this discovery phase, we also identified key technical requirements and UX considerations that would shape the final execution.
With a clear strategy in place, our team developed initial user journeys and wireframes, creating a structured framework for the experience. Through careful balancing of empathetic language, conditional logic, and expertly-informed clinical information, our framework sought to ensure that users were pointed to helpful next steps for managing their pain — without the long and often boring assessment phase common in these situations.
We worked closely with Gravie’s internal web design team, providing expert consultation to align their creative direction with UX best practices. This phase also included design validation, ensuring the interactive component maintained usability, accessibility, and engagement. As always, adherence to proper design system fundamentals was a must — the resulting collaboration yielded a strong collection of UI components that paved the way both for a reliable expression of the campaign’s messaging and a painless transition into development.
Once the designs were finalized, Fifteen4 transitioned into the development phase, building the interactive experience based on the established wireframes. The team worked to ensure a seamless, responsive experience across devices while adhering to performance and accessibility best practices. Behind the scenes, our team also worked closely with Gravie’s member advocates and privacy officers, ensuring that every user’s personal information was kept safe. Prior to launch, rigorous testing and quality assurance (QA) ensured that the interactive functioned smoothly and effectively before being integrated into Gravie’s site.
The Results
The interactive Pain Assessment Quiz, live on Gravie’s website, successfully:
- Engages users with a pleasant and memorable experience.
- Teaches members about MSK conditions and available care.
- Enables action by guiding users to connect with a nurse for personalized support.
- Boosts Gravie’s campaign effectiveness by integrating interactivity with its broader MSK outreach.
A Testament to Collaboration
This project exemplifies seamless collaboration between client and creative partners. Gravie’s strategic vision, Creative Jordan’s conceptual expertise, and Fifteen4’s executional excellence came together to transform an idea into an engaging, lead generating, user-centered digital experience.
services
brand strategy, ux strategy, web development
related case study
memento desktop + mobile application
