Cohesive Design Thinking
Content and Creative
BackgroundCigna 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.
BriefRanked #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.
GoalsCigna 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.
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.