AIG
Reducing cost for Cigna through better decision making
Cigna Healthcare has been modernizing its digital platforms, with dental enrollment as the next priority. The existing experience was outdated, off-brand, and buggy. Terms and rules were unclear, leading many customers to disenroll within months due to poor plan fit or lack of transparency, ultimately creating unnecessary business costs.
Research
Research
Research
Strategy
Strategy
Strategy
Envisioning
Envisioning
Envisioning
Design-to-Build
Design-to-Build
Design-to-Build
Exceeding expectations with a 200+ screen prototype
As a gardening lover, this was an envisioning project made just for me. We conducted foundational research and concept testing, resulting in a final prototype with over 200+screens that addressed contractor workflows like morning checks and system monitoring, as well as common homeowner updates.
My responsibilities
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Discovery
Designing for two audiences
DYI potential customers
23 interviews
Individuals seeking quotes and enrollment in dental insurance who typically dread going through the quoting process.
DYI potential customers
23 interviews
Individuals seeking quotes and enrollment in dental insurance who typically dread going through the quoting process.
DYI potential customers
23 interviews
Individuals seeking quotes and enrollment in dental insurance who typically dread going through the quoting process.
Homeowners
0 Interviews
The secondary audience consists of homeowners who prefer professionals to manage their systems but occasionally want some control over their setups.
Homeowners
0 Interviews
The secondary audience consists of homeowners who prefer professionals to manage their systems but occasionally want some control over their setups.
Homeowners
0 Interviews
The secondary audience consists of homeowners who prefer professionals to manage their systems but occasionally want some control over their setups.
Design
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs.
Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Design
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs.
Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Design
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs.
Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Strategy
Title
User experience and business requirements
The insurance industry is highly regulated, requiring complex rules and disclosures to be clearly presented. While this can create friction, it is essential for the business and necessary for compliance unless the client seeks to change the process.
User needs and development requirements
Some functionalities, such as advanced call center tools and provider search integration, were not included in the initial Day 1 build and were designated for post-launch updates to meet the MVP deadline. This reflects the realities of deadlines and bandwidth.
Strategy
Title
User experience and business requirements
The insurance industry is highly regulated, requiring complex rules and disclosures to be clearly presented. While this can create friction, it is essential for the business and necessary for compliance unless the client seeks to change the process.
User needs and development requirements
Some functionalities, such as advanced call center tools and provider search integration, were not included in the initial Day 1 build and were designated for post-launch updates to meet the MVP deadline. This reflects the realities of deadlines and bandwidth.
Strategy
Title
User experience and business requirements
The insurance industry is highly regulated, requiring complex rules and disclosures to be clearly presented. While this can create friction, it is essential for the business and necessary for compliance unless the client seeks to change the process.
User needs and development requirements
Some functionalities, such as advanced call center tools and provider search integration, were not included in the initial Day 1 build and were designated for post-launch updates to meet the MVP deadline. This reflects the realities of deadlines and bandwidth.
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Caption goes here
Subhead
As one of our concepts, we considered using an AI chat to help users search and interact with the database of tables without needing direct access. Users were generally receptive, despite AI still being in its early adoption phase.
Design
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs. Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Design
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs. Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Design
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs. Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Health & Performance
Display the current health and performance of various components throughout AIG’s digital ecosystem.
Health & Performance
Display the current health and performance of various components throughout AIG’s digital ecosystem.
Health & Performance
Display the current health and performance of various components throughout AIG’s digital ecosystem.
It would make me feel more comfortable if I immediately knew they've got this many dentists within five or ten miles of me that have years of experience with this.
— Participant quote on searching for in-network providers
It would make me feel more comfortable if I immediately knew they've got this many dentists within five or ten miles of me that have years of experience with this.
— Participant quote on searching for in-network providers
It would make me feel more comfortable if I immediately knew they've got this many dentists within five or ten miles of me that have years of experience with this.
— Participant quote on searching for in-network providers
Outcome
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs. Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Outcome
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs. Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
Outcome
Creating decision-making features
Stakeholder interviews revealed that many customers disenrolled within months due to poor plan fit or lack of information transparency, creating business costs. Therefore, we prioritized giving users enough information upfront to select a plan aligned with their needs. To address our user and business needs, we focused on the following features, among others, in a step-by-step flow.
The team has been working diligently. I am really impressed by the expertise and collaboration. It's exciting that we have this functionality. It is easier on the eyes, and the ability to compare is important for people in making decisions. A lot of things to look forward to for day 1 and moving forward.
— Beatriz Hilden, Director, Business Development
The team has been working diligently. I am really impressed by the expertise and collaboration. It's exciting that we have this functionality. It is easier on the eyes, and the ability to compare is important for people in making decisions. A lot of things to look forward to for day 1 and moving forward.
— Beatriz Hilden, Director, Business Development
The team has been working diligently. I am really impressed by the expertise and collaboration. It's exciting that we have this functionality. It is easier on the eyes, and the ability to compare is important for people in making decisions. A lot of things to look forward to for day 1 and moving forward.
— Beatriz Hilden, Director, Business Development