UX Design | September - December 2025Cigna Healthcare
The redesign transformed the insurance eSales journey across VHIS, Elite, and Plus products. We turned the lengthy underwriting questionnaire into a friction-free online application, and introducing first-step lead capture to begin customer engagement the moment they land.
Capturing Cigna’s brand promise — “We empower smarter choices that make health happen”
Provide users with the right information cues to guide them in making and purchasing the right products they need.
Plan comparison summary
Highlight key plan features
Clear call-to-action
Customer fav and data-driven tags
Capture user data and generate qualified leads, enabling us to retarget the right customers with the most relevant and impactful messaging.
Get a quote
Promotional offer sticky to capture leads
Act with intelligence
Discovery Simplified.
Make it personal.
Personalized recommendations begin with understanding. A structured, step-by-step questionnaire surfaces customer needs—matching them to the right Cigna product without friction.
Step-by-step smart product finder
Contextual guided questions
Empowering our audience