Designing for
live chat

ABOUT CIGNA

Cigna is a Fortune 12 global healthcare and insurance company with 73,000+ employees. Cigna's mission is to improve the health, well-being, and peace of mind of those we serve by making health care simple, affordable, and predictable.





KEY ACTIVITIES
01.
Expand on Cigna's new brand guidelines.		      
02.
Create prototypes to validate
ideas and conduct user testing.		      
03.
Drive design from wireframes to polished visual designs.		      


OPPORTUNITY

Based on voice-of-the customer (VOC) feedback, customers were struggling to get their issues resolved.


RESPONSE

As the lead product designer, I was responsible for:

  • Working closely with a consulting agency to drive designs from wireframes to polished visual designs.
  • Keeping multiple stakeholders informed and aligned on scope / project timeline.
  • Ensuring all deliverables aligned to Cigna’s digital standards, brand, and accessibility guidelines.

OUTCOME
The redesigned Chat feature launched on time and the new 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 YoY NPS increase (+14pts) from 27 to 41. From 2019-2020, NPS score increased by 10 points from 41 to 51.



DELIVERABLES
  • User flows
  • Prototype
  • Visual designs
  • Design specs
Moving from wireframes into polished visual designs.





Moving from wireframes into polished visual designs.



Existing brand guidelines were leveraged.



Futher design guidelines were created and extended to all digital properties.
KEY METRICS

4%-

Decrease in Customer Support Calls
    

10pts+

Increase in Net Promoter Score (NPS)
    


TESTIMONIAL

"OMG… Having Hugo on the team is SO valuable!

Both Friday and today, he was able to bring my design thinking into visual designs almost as fast as I could think it through. Critical because the design needed to be final today for developers to get started on it. That would not have happened fast enough without his help.

Just one way that he’s been a great addition, as you know..."

Next: Designing for confidence and trust

© Hugo Faustino