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Client

Cigna

Client

Cigna

Project

Cohesive Design Thinking

Industry

Healthcare

Services

Content and Creative

Experience Management

Background

Cigna offers Medicare and Medicaid products as well as health, life and accident insurance coverages primarily to individuals in the U.S. and selected international markets. Cigna engaged with Mad*Pow, our sister agency under the TechMahindra umbrella, for this transformation.

Brief

Ranked #13 in the Fortune 2020 500 list of largest US corporations by total revenue, Cigna is a healthcare giant that sought out a site redesign to better serve their users.

Goals

Cigna sought to completely revamp the user experience of the site, focusing on developing a set of best practices that kept accessibility and health literacy in mind.

Challenge

During discovery, we learned that inconsistent style guides and a decentralized design process led to a site that lacked cohesive design. The designs had previously been created based on the internal organization’s preferences, rather than the user’s needs.

Optimizing SEO

We collaborated with Cigna’s internal SEO team to define keywords and optimize content for organic traffic.

Solutions

Accessible, intuitive, and entirely user-centric.

Outcome

We developed a single set of UX design guidelines before putting them into practice and rebuilding the site. We rewrote Cigna’s content across the site for improved readability, accessibility, and consistent tone and voice.

Long-Term Value

Cigna’s revamped site saw an increase of 132% of organic site traffic, as well as an improved user experience.