Designing for
live chat

ABOUT

Cigna is a Fortune 15 global healthcare and insurance company with 190+ million customers.

BUSINESS OUTCOMES

4%- Decrease in customer support calls

$3M+ Savings/year due to reduced call volumes

10pts+ Increase in Net Promoter Score (NPS)

KEY ACTIVITIES

01. Expanding on Cigna's existing interface / brand guidelines.

02. Creating complex prototypes to validate ideas and conducting user research.

03. Driving design from wireframes to polished visual designs.

OPPORTUNITY

Introduce new features / functionality so customers can get support within their channel of choice.

RESPONSE

As lead product designer, I was responsible for:

• Working closely with an agency to communicate the UX strategy and vision to key stakeholders.
• Keeping leadership informed and aligned on scope and timelines.
• Validating assumptions via user testing.
• Ensuring design deliverables aligned with Cigna’s interface guidelines and design patterns.

OUTCOME

The new chat experience launched on time and the designs were well received by stakeholders and customers. Customers are now able to resolve their inquiries quickly and efficiently within their channel of choice.

Net Promoter Scores (NPS) improved significantly. In 2018, chat experienced it's highest NPS increase (+14 points) from 27 to 41. From 2019-2020, NPS scores increased by 10 points from 41 to 51.

DELIVERABLES

• Design specs
• Prototypes for user reseach
• User flows
• Visual designs