EVERYDAY HEALTH INC.
Jumpstarting a Mobile Expansion
CHALLENGE
Everyday Health Inc. is the digital home to leading health and wellness brands including Everyday Health, Jillian Michaels, What to Expect and more.
Everyday Health wanted to quickly establish compelling mobile presences for their web-based brands and be able to grow them over time.
The first challenge was the number of brands Everyday Health manages. Each brand has a specific audience with specific needs. They each have a distinct look and feel, feature set and content that is key to their success. Collectively, they represent a variety of business models. Many have personalization that needed cross-platform support.
The next challenge was that Everyday Health needed an internal mobile team to support and grow these brand apps over time.
The final challenge was timing – the goal was to have the first apps in market in 3 months, for the ever-important holiday season.
SOLUTION
With Everyday Health’s CEO, DoubleHaul developed a multi-brand mobile strategy, implementation plan and budget.
DoubleHaul built and led the mobile team, providing product leadership:
- Wrote requirements, spanning business models (ads, paid, subscription) and platforms (iOS, iPad, Android).
- Formed partnerships with design (360Design) and dev (L4Digital) experts, while building the internal team and capabilities.
- Designed custom UXs for each brand app, marrying the brands’ expertise with mobile best practices.
- Planned and managed dev of custom configurable tools (video, interactive, social, community) to create scalable brand management.
- Planned and managed dev of a mobile CMS to publish app content and code, integrating it with web systems for efficient cross-platform support.
The results: 17+ category leading apps were launched over 3-18 months.
APPS
Everyday Health,
Calorie Counter, COPD Tracker, Daily Glow, Snack App, What to Expect Fertility Tracker, Pregnancy Tracker, Baby Tracker, Baby Names, Jillian Michaels, South Beach Diet, Joy Bauer, Denise Austin, and more
SERVICES
Digital Strategy Product Mgmt Monetization UX Design
Multi-Channel Engagement Mobile Dev Partner Mgmt
APPS
Everyday Health,
Calorie Counter, COPD Tracker, Daily Glow, The Snack App, What to Expect Fertility Tracker, What to Expect Pregnancy Tracker, What to Expect Baby Tracker, What to Expect Baby Names, Jillian Michaels, South Beach Diet, Joy Bauer, Denise Austin, and more
SERVICES
Digital Strategy
Product Management
Product Monetization
User Experience Design
Multi-Channel Engagement
Mobile Development
Partner Management
5 Year Results
Mobile Apps
Downloads
Consumers
Scalable Multi-Brand Management
Include trackers, video, social & community features
Support brand-specific design & user experiences
Enable different revenue models (ads, paid, subscription)
Efficient Multi-Platform Support
Configures platform-specific elements & features
Auto-generates code for iOS & Android apps
Publishes content to all platforms simultaneously
I’ve worked with Jenn to transform my business many times, often via emerging technologies.
Jenn’s specialty is quickly grasping business goals, turning them into realistic plans and compelling products.
I highly recommend Jenn, especially to anyone looking to master a new technology.
I enjoy partnering with Jenn because she’s mastered three things that make projects successful – speed, communication and execution.
She takes action and executes the way few executives can, ensuring projects stay on track.
Any project will be more successful with Jenn at the helm.
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