Aetna Redesign & Design System
As Aetna transitioned from health insurer to a health company, the team redesigned the enterprise site to align with the new brand strategy, prioritizing user access to care and establishing a scalable visual design system in Adobe Experience Manager for enterprise-wide rollout. That way every time a member visits, they get simple access to their healthcare needs.
My role: Sr Designer executed concepts and detailed design for the redesign, promoted to Associate Creative Director overseeing Scrum team designers utilizing and expanding the design system.
Goals:
• Improve overall user experience and simplify user access
• Create audience-based experiences
• Enable stronger usage of UX best practices and consistency
• Create cost savings and efficiency for the business
• Improve satisfaction & conversion for business partners
• Extend the new brand look & feel for the digital space
Results:
• 64.1% increase in site traffic
• Click increase of 569+
• 32% more enrollments
• 58% more site visits to the Aetna Medicare homepage
Digital Brand Redesign
Following the guidelines established for print, we evolved the digital look and feel, leveraging an editorial style with white space to draw down the eye and visuals reinforcing the new brand vision of joining members where they are on their health goals. But we didn't stop at one site. We applied the new look and feel to a design system built on custom branded reusable components. The design system was then applied across the enterprise branded sites supporting commercial and government product lines. This allowed for brand and messaging consistency across business lines as well as the ability for timely updates.
Aetna commercial site before and after redesign
Aetna Medicare site before and after redesign
Aetna Medicaid site before and after redesign
Building a Scalable Design System & Documentation
In addition to the updated look and feel, we built out a design system and component library. The 100+ components can be configured in Adobe Experience Manager to create pages for the sites. Designers utilize a Sketch library which allows them to focus on user experience over pixel perfect replication of components. This design system creates efficiencies both in design production and site content maintenance.
