Cigna One Guide

Cigna One Guide

Role: Workshop Facilitation, Visual Design Lead

Healthcare is complicated. Cigna wanted to support their customers through that complexity with a digital tool that engaged them proactively and helped them navigate their coverage. More importantly, this tool would offer a mix of both digital and human service touchpoints.

But user needs around healthcare are complicated as well. We interviewed customers to better understand what these needs were at various parts of the healthcare journey and to validate a set of features Cigna was looking to develop. A two-day client workshop explored those needs across personas, helping to identify which features to prioritize. I brought those features to life through a concept and prototype that supported further usability testing and design refinements.

Aligning on Strategy

Cigna came to the table with a set of high-level “key moments” of the healthcare journey, a broad set of features they wanted to build, and specific touchpoints through which those features would be accessed — proactive messaging, digital self-service, and access to dedicated live agents. We ran a series of qualitative small-group interviews with customers to validate whether or not what Cigna was thinking was in alignment with what customers actually wanted from their healthcare plan. 

Workshop Time

With a clearer picture of what customers were looking for, we holed up in a hotel conference room for two days with about 40 Cigna employees to explore key healthcare moments and features through a narrative design exercise. Basic storytelling components such as an inciting incident, a protagonist, conflict, and resolution provided a framework for thinking through both the current and ideal states for different personas and different moments of the journey. Key opportunities in these stories were mapped to features that would enable a more positive customer experience. 

Concepting

From IA and use cases to wireframes and visual design, I built a prototype that accomplished two key goals. First, while our workshop outputs were polished and easy to understand, a more interactive artifact was needed to evangelize our findings within Cigna. Second, this prototype would kick off Cigna’s own usability testing sessions and serve as the foundation for further One Guide design, testing, and development.

One Guide evolved into a major Cigna offering with a track record of building customer engagement and delivering better care. Core features and functionality have since been absorbed into myCigna, a single app and web experience for managing a Cigna healthcare plan.