Persona Strategy: Shaping Wondr’s Adoption Approach
Persona Strategy • Segmentation • Journey Mapping • Brand Positioning
Approach
Synthesized internal data (eligible population behavior, member engagement trends) with external research (Medicare Advantage insights, industry studies) to create personas rooted in real user needs.
Built a flexible, multi-use persona framework—complete with bios, motivations, barriers, and “Head, Heart, Hands” messaging guidance to ensure cross-functional application.
Developed six final personas representing key audience segments across age, gender, lifestyle, and readiness to change.
Collaborated with stakeholders across marketing, product, sales, clinical, and leadership to socialize the personas, ensure buy-in, and guide strategic adoption.
Created shareable materials (decks, one-pagers, and visual overviews) for ongoing use in creative briefs, campaign planning, and product roadmap discussions.
Planned for future-state integration with in-app personalization and CRM segmentation efforts.
The Challenge
Wondr Health’s existing personas no longer reflected the diversity, motivations, or adoption patterns of our growing eligible population—particularly with new offerings like GLP-1s entering the picture. We needed a fresh set of dynamic, data-driven personas to inform marketing, enrollment, and product strategy—allowing us to better connect with users in a crowded and competitive space.
I led the development of six refined personas that represent real-life motivations, goals, and barriers across our member population. These personas were built to do more than sit in a slide deck—they became foundational tools for crafting emotionally resonant messaging, improving user experience, and aligning internal teams around who we serve.
Findings
The adoption personas are now central to how Wondr develops, positions, and delivers its product. Marketing uses them to craft segmented campaigns and enrollment journeys. Product teams are exploring ways to tailor in-app experiences based on behavioral archetypes. Sales and client-facing teams use them to communicate value with clarity and empathy.
By grounding the personas in real data and layering in emotional, psychological, and behavioral insights, we created tools that scale with Wondr’s growth—and help our teams keep the user at the center of every decision.