Landing and Scaling the Vitality Partnership

In September 2020, I designed the flow that would bring Vitality's customers into My Online Therapy's platform, covering both the direct route from Vitality's own site and the indirect route through their support team. I designed the full experience myself, led the meetings on both sides, and took responsibility for actioning the feedback that came out of them, rather than handing that off once the initial concepts were signed off. The work required sustained negotiation with Vitality's CMO and Head of Partnerships alongside our own leadership, since the two businesses needed a solution that worked commercially and operationally for both sides, not just a well-designed handoff.

Alongside the partnership itself, I scoped and groomed the roadmap that would support it, working directly with My Online Therapy's CEO and C-suite to make sure what we were building matched where the business needed to go, not just what the partnership required in the short term.

Vitality's own forecast for the partnership was 80 clients a month. Once the designs and the underlying build went live, that number settled at over 350 a month, and stayed there. The scale of that gap between forecast and reality came down to the quality of the experience we'd built and the therapy behind it, and it gave My Online Therapy a partnership significant enough to anchor its growth for years afterward.