{"id":13561,"date":"2020-09-21T21:15:44","date_gmt":"2020-09-21T21:15:44","guid":{"rendered":"https:\/\/www.borngroup.com\/?page_id=13561"},"modified":"2022-02-03T17:09:32","modified_gmt":"2022-02-03T22:09:32","slug":"cigna","status":"publish","type":"page","link":"https:\/\/www.borngroup.com\/work\/cigna\/","title":{"rendered":"Cigna"},"content":{"rendered":"\n\n\n    \n\n\n  \n  <section class=\"cs-2-hero cs-2-hero--light\">\n    <div class=\"cs-2-hero-main\">\n            <img decoding=\"async\" class=\"cs-2-hero-bg\" src=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1174472274-1440x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1174472274.jpg\" alt=\"\">\n      \n            <div class=\"cs-2-hero-main-client-desktop\">\n        <p class=\"label-heading\">Client<\/p>\n        <h1>Cigna<\/h1>\n      <\/div>\n    <\/div>\n\n    <div class=\"cs-2-hero-content container\">\n      <div class=\"cs-2-hero-details grid\">\n        <div class=\"cs-2-hero-section cs-2-hero-main-client-mobile\">\n          <p class=\"label-heading\">Client<\/p>\n          <h1>Cigna<\/h1>\n        <\/div>\n        <div class=\"cs-2-hero-section\">\n          <h5>Project<\/h5>\n          <p>Cohesive Design Thinking<\/p>\n        <\/div>\n        <div class=\"cs-2-hero-section\">\n          <h5>Industry<\/h5>\n                      <p>Healthcare<\/p>\n                  <\/div>\n        <div class=\"cs-2-hero-section cs-2-hero-section--services\">\n          <h5>Services<\/h5>\n                      <p>Content and Creative<\/p>\n                      <p>Experience Management<\/p>\n                  <\/div>\n\n        <img decoding=\"async\" class=\"cs-2-hero-logo\" src=\"https:\/\/static.borngroup.com\/uploads\/2022\/02\/cigna_logo_white-3.svg\" alt=\"\">\n      <\/div>\n\n      <img decoding=\"async\" class=\"cs-2-hero-screenshot-desktop\" src=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1159638684-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1159638684.jpg\" alt=\"\">\n    <\/div>\n  <\/section>\n\n<style type=\"text\/css\">\n .label-heading{\n  font-size: 13px;\n    font-weight: 700;\n    line-height: 1.34;\n    text-transform: uppercase;\n    letter-spacing: 0.02em;\n }\n<\/style>\n\n\n\n<section class=\"cs-intro container grid\">\n  <div class=\"cs-intro-main\">\n    <h2 class=\"h5 cs-intro-title\">Background<\/h2>\n    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. \n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Brief<\/h3>\n    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. \n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Goals<\/h3>\n    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.\n  <\/div>\n<\/section>\n\n\n\n<section class=\"case-study-screenshot-section case-study-screenshot-section--dark\">\n            \n\n<section class=\"cs-point  cs-point--dark container\">\n  <div class=\"cs-point-content\">\n    <h2 class=\"h5 cs-point-title\">Challenge<\/h2>\n    <p>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&#8217;s preferences, rather than the user&#8217;s needs.<\/p>\n\n  <\/div>\n<\/section>\n    \n    \n          \n                          \n\n        <div class=\"csss-screenshot-holder container\" style=\"margin-top: 28.125%;\">\n          <img decoding=\"async\" class=\"csss-screenshot\" src=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1171688626-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1171688626.jpg\" alt=\"\"  style=\"margin-top: -28.125vw;\">\n\n          \n          <\/div>\n      <\/section>\n\n\n\n\n<section class=\"cs-point  cs-point--light container\">\n  <div class=\"cs-point-content\">\n    <h2 class=\"h5 cs-point-title\">Optimizing SEO<\/h2>\n    We collaborated with Cigna&#8217;s internal SEO team to define keywords and optimize content for organic traffic. \n  <\/div>\n<\/section>\n\n\n\n<section class=\"case-study-screenshot-section case-study-screenshot-section--light\">\n      \n                  <img decoding=\"async\" class=\"csss-screenshot\" src=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1135152361-1280x0-c-default.jpg\" srcset=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/iStock-1135152361.jpg\" alt=\"\"  >\n          \n          <\/div>\n      <\/section>\n\n\n\n<section class=\"cs-intro container grid\">\n  <div class=\"cs-intro-main\">\n    <h2 class=\"h5 cs-intro-title\">Solutions<\/h2>\n    Accessible, intuitive, and entirely user-centric. \n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Outcome<\/h3>\n    We developed a single set of UX design guidelines before putting them into practice and rebuilding the site. We rewrote Cigna&#8217;s content across the site for improved readability, accessibility, and consistent tone and voice.\n  <\/div>\n\n  <div class=\"cs-intro-column\">\n    <h3 class=\"h5 cs-intro-title\">Long-Term Value<\/h3>\n    Cigna&#8217;s revamped site saw an increase of 132% of organic site traffic, as well as an improved user experience.\n  <\/div>\n<\/section>\n\n\n\n\n\n\n<section class=\"banner       banner--has-overlay  \">\n      <div  aria-hidden=\"true\" class=\"banner-background lax\" style=\"background-image: url('https:\/\/static.borngroup.com\/uploads\/2020\/09\/amgen_hero.jpg')\"><\/div>\n  \n  \n  <a href=https:\/\/www.borngroup.com\/work\/amgen\/ class=\"banner-content-holder\" data-custom-cursor data-cursor-text=\"Learn More\">\n    <div  class=\"banner-content container lax\">\n      <header class=\"banner-header lax\" >\n                  <div class=\"u-text-small-caps\">Next Case Study &#8211; Amgen <\/div>\n                          <img decoding=\"async\" class=\"banner-logo\" src=\"https:\/\/static.borngroup.com\/uploads\/2020\/09\/amgen-logo.svg\" alt=\"\">\n              <\/header>\n\n      <div class=\"banner-copy lax\"\n              >\n        <div>\n                      <h2 class=\"banner-title\">Dynamic Personalization in Pharmaceuticals<\/h2>\n          \n          \n                      <div class=\"banner-tagline banner-tagline--half-width\">\n              <p class=\"\">We streamlined over twenty-five country specific sites into one hub with dynamic personalization. <\/p>\n            <\/div>\n          \n          \n                  <\/div>\n\n              <\/div>\n    <\/div>\n  <\/a>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":6,"featured_media":0,"parent":595,"menu_order":538,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"service":[58,59],"industry":[73],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/13561"}],"collection":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/comments?post=13561"}],"version-history":[{"count":35,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/13561\/revisions"}],"predecessor-version":[{"id":24284,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/13561\/revisions\/24284"}],"up":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/pages\/595"}],"wp:attachment":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/media?parent=13561"}],"wp:term":[{"taxonomy":"service","embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/service?post=13561"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/industry?post=13561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}