Mad*Pow - Aetna Foundation │ Mad*Pow Results

Project Team

Amy Cueva Executives
Leadership Team
Experience Design
Visual Design

Andrew Klein Visual Design

Brandon Baselice Visual Design

Chris McKinney Experience Design

Megan Grocki Leadership Team
Experience Design

Aetna’s corporate culture is one steeped in the tradition of giving and community support. The Aetna Foundation works to improve the health and quality of care of the individual and community, and is focused on opportunities that lead to meaningful improvements in the healthcare system.

Aetna wanted to take an inventive approach to resolving their unique challenges in designing the Foundation website. Enter Mad*Pow.

The mission was to appeal to a number of different audiences, including grant seekers, policy makers, the general public, as well as Aetna employees, providing everyone with an experience that made relevant content easy to find and consume.

We worked with Aetna and the Aetna Foundation to develop comprehensive content. Based on extensive user research, we created an experience that was straight-forward and simple to navigate. That, coupled with stunning visual design and engaging flash interaction, crafted a design that communicated Aetna's comprehensive history of giving.

www.aetnafoundation.com

Insights

Consumer Decisions in a Social World
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels.
5 Steps To Designing A Better Health Care System
The goal of the Healthcare Experience Design Conference (HxD) held in Boston recently was less about dissecting the problems within our existing health care system and more about how we can start solving them. In the keynote address, the U.S. Chief Technology Officer, Todd Park, called on designers to participate in a “self-propelled, open ecosystem of innovation.” As people invested in improving health care through design, we were excited to hear it.
Defining A Social Commerce Strategy
Relying on friends, family and other consumers to gather and share purchase information is fundamental to shopping behavior.