![](https://static.borngroup.com/uploads/2020/09/iStock-1174472274-1440x0-c-default.jpg)
Client
Cigna
Client
Cigna
Project
Cohesive Design Thinking
Industry
Healthcare
Services
Content and Creative
Experience Management
![](https://static.borngroup.com/uploads/2020/09/iStock-1159638684-1280x0-c-default.jpg)
Background
Cigna offers Medicare and Medicaid products as well as health, life and accident insurance coverages primarily to individuals in the U.S. and selected international markets. Cigna engaged with Mad*Pow, our sister agency under the TechMahindra umbrella, for this transformation.Brief
Ranked #13 in the Fortune 2020 500 list of largest US corporations by total revenue, Cigna is a healthcare giant that sought out a site redesign to better serve their users.Goals
Cigna sought to completely revamp the user experience of the site, focusing on developing a set of best practices that kept accessibility and health literacy in mind.Challenge
During discovery, we learned that inconsistent style guides and a decentralized design process led to a site that lacked cohesive design. The designs had previously been created based on the internal organization’s preferences, rather than the user’s needs.
![](https://static.borngroup.com/uploads/2020/09/iStock-1171688626-1280x0-c-default.jpg)
Optimizing SEO
We collaborated with Cigna’s internal SEO team to define keywords and optimize content for organic traffic.![](https://static.borngroup.com/uploads/2020/09/iStock-1135152361-1280x0-c-default.jpg)