Designing for
conversational AI

ABOUT

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





KEY ACTIVITIES
01.
Building empathy with our customers by understanding their pain-points.
02.
Creating high-fidelity
prototypes to demonstrate
how a particular flow or interaction will work.
03.
Crafting new experiences, patterns and layouts to evolve our visual identity system.		      


PROBLEM

Users were unable to get assistance within the mobile app which led to a significant increase in support calls.


OPPORTUNITY
  • Introduce routing functionality to connect users with agents that can quickly resolve their issues.
  • Introduce new features to address user needs (e.g. file sharing).

CONSTRAINTS

Time

  • We had 6 months to launch our MVP experience before code freeze.

Resources

  • I was a shared resource working on multiple products and features.

Scope

  • Lack of current state documentation / tribal knowledge.
  • Lack of analytics / previous UX research to inform our design decisions.

RESPONSE

As lead product designer, I was responsible for:

  • Owning the end-to-end design (user flows, interaction, and visual design) across iOS & Android.
  • Designing flows and experiences that are simple and elegant.
  • Creating high-fidelity prototypes to demonstrate how a particular flow or interaction will work.
  • Crafting new experiences, patterns, and layouts to evolve our design system.
  • Articulating goals and concepts while presenting work to stakeholders and leadership.
  • Contributing to strategic decisions around the future direction of conversational products with product and executive partners.
  • Giving and soliciting feedback from other designers and product team to raise the bar for quality, while also taking on mentorship.
  • Leading a partnership with product managers, engineers, researchers, and content strategist to oversee the user experience of our mobile chat product.
  • Working closely with engineering and QA to ensure our products and features launch at the highest level of craft and execution.

OUTCOME

The project met it's goals:

  • Millions of people are now able to get assistance within the mobile app.
  • $3M+ savings/year due to reduced # of customer support calls.
  • Chat has new features that are valuable to people and easy to use.
DELIVERABLES
  • Competitor research
  • Design specs
  • Interaction and visual designs
  • Personas
  • Prototypes for UX research
  • User flows


MVP designs featured an updated chat icon, welcome screen and routing functionality.



Evolving our visual identity system with new iconography.



Mapping customer pain-points to gaps in our chat product.



Building empathy with our customers by understanding their pain-points, needs and wants.



Finding opportunities for improvement throughout the customer journey.



Expanding concepts into user flows.



MVP designs leveraged iconography from an existing design system.



Working alongside engineers and QA to ensure our products and features launch at the highest level of craft and execution.



Designing, prototyping, and testing new chat features.
KEY METRICS

4pts+

Increase in Net Promoter Score (NPS)
    

$3M+

Savings/year due to reduced call volumes
    

4%-

Decrease in # of support calls (YOY)


TESTIMONIAL

"Hi all, sending a quick note to thank you for the great work in delivering the mobile app chat experience.

I had the opportunity to highlight these customer experience improvements in the leadership meeting right before the December holiday break and wanted to let you know the enhancements were very well received!!

Thank you again for your hard work to make it easier for our customers to use our tools and services!"

Next: Designing for live chat

© Hugo Faustino