Designing for
healthcare and insurance

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. Conducting an audit of chat features across industry leading native mobile apps.

02. Mapping user pain-points to gaps in the chat product.

03. Defining and testing new chat experiences for mobile, desktop and responsive.

PROBLEM

A significant increase in customer support calls as users did not have an easy way to resolve their issues within their channel of choice.

OPPORTUNITY

We had an opportunity to introduce features / functionality to address several customer pain points (e.g. not being able to share files with an agent). We also had an opportunity to update the mobile app to align with our latest brand guidelines.

CONSTRAINTS

Time

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

Resources

• I was a single UX resource shared across several agile pods.

Scope

• Lack of of current state documentation / tribal knowledge.
• Lack of analytics / data points to inform our design decisions.

RESPONSE

As the lead product designer, I was responsible for:

• Reviewing voice-of-customer feedback to identify customer pain-points.
• Conducting an audit of chat features across industry leading native mobile apps.
• Mapping user pain points to gaps in the chat product.
• Defining and testing new experiences for native mobile app, desktop and responsive.
• Creating user flows and prototypes.
• Sharing early designs with engineering on a weekly basis.
• Presenting designs to leadership and incorporating their feedback.
• Modifying designs based on feedback from testing.
• Having user tested designs ready for review / input from engineering.
• Creating user stories (UX backlog) for new features.
• Creating a confluence page to document scope, latest designs and specs.
• Working closely with engineering to ensure a quality deliverable.
• Mentoring junior designers / helping them incorporate chat into their designs.

DELIVERABLES

• Visual designs
• Prototypes for user testing
• User flows
• Competitor research
• Design specs

OUTCOME

The project met it's goals:

• Customers are now able to resolve their issues within their channel of choice.
• Chat now includes features that solve user pain points. (e.g. ability to attach a file)
• We updated the look and feel of the app to align with Material Design / iOS Human Interface Guidelines.