Case study

Health & wellness

Client

Cigna

Platforms

iOS & Android

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

Business Outcomes

4pts+

Increase in Net Promoter Score (YOY)

$3M+

Savings/year due to reduced call volumes

4%-

Decrease in # of support calls (YOY)

The problem

People 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 that solve user pain-points (e.g. file attachments).

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.
Scope: Lack of analytics / previous UX research to inform our design decisions.

My role

Leading design from concept to execution.

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.
Collaborating with engineering to ensure our products and features launch at the highest level of craft and execution.

How I led it

I was the solo product designer on the Cigna mobile chat, working across iOS and Android with one product manager, two iOS developers, two Android developers, and one QA engineer. The work meant aligning stakeholders across the organization: legal, customer service, content, and engineering.

The hardest call was splitting the designs into two separate tracks, MVP and post-MVP, to keep everyone aligned and on the same page.

The tradeoff was search. To meet our code freeze deadline, we ended up implementing Android's native search functionality instead of customizing the search feature to match iOS.

The work

From first concepts to shipped screens.

Crafting the end-to-end experience for Cigna’s chat product across iOS & Android.

The project was a success with a significant increase in NPS score and $3M savings/year.

The initial release featured an updated chat icon, new welcome screen and routing.

Chat landing screen (before/after). — Without a home screen or routing functionality, users were placed in a general chat queue with agents that couldn't help resolve their specific issue.

Updated iconography to align with a larger Cigna mobile app refresh.

Routing guides people to a specialized group of agents that can answer their questions.

Designing, prototyping, and testing new features.

Exploratory designs for push notifications.

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

Exploratory designs for file type iconography.

Prototypes for user testing

Exploratory designs for the new message indicator.

Exploratory designs for the 1 tap reply feature.

Evolving our visual identity system with new iconography.

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

Defining how an experience should behave based on an understanding of people’s needs.

Designing flows and experiences that are simple and elegant.

MVP designs leveraged iconography from an existing design system.

Collaborating with engineering to ensure 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.
Chat has new features that are valuable for people and easy to use.

Deliverables

Competitor researchDesign specsInteraction and visual designsPersonasPrototypes for UX researchUser flows

Testimonial

“

Hi all, sending a quick note to thank you for the great work in delivering the new 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 products and services!”

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