PROCESS
To ground the project in a solid understanding of various business goals, more than 30 Stakeholder interviews were conducted representing groups across the organization. Mad*Pow then facilitated a Vision Workshop with 11 key stakeholders to expose the crossorganizational needs and to reach a consensus of common goals for the Aetna.com site, regardless of department biases. In addition to extensive heuristic analysis and a comprehensive examination of the competitive landscape and other industry leading sites, the Mad*Pow Experience Design team conducted interviews to gain perspective from Aetna members, consumers, providers, plan sponsors and brokers. Detailed actionable personas were created and supported by in-depth task flows. Subsequent to design efforts, Aetna needed to quickly create a refreshed homepage to coincide with marketing efforts created to promote new campaigns. The campaigns were created to help members and prospects cope with recent economic challenges pertinent to healthcare costs and coverage. They also needed to drive more traffic to sites which enable individuals to purchase insurance directly from Aetna.
RESULTS
The research phase of the Aetna.com re-design effort built a solid foundation for subsequent design activities and was presented to the top executive team. Stakeholders across the organization were engaged, synchronized and aligned with the initiative, and the information gained in this activity set the stage for all short and long term innovative design activities for Aetna.com and related properties.
Visitors to the site are now welcomed with a fresh clean site design. Visitors driven to the site from related marketing campaigns know exactly where to go to learn more about the offers and programs being promoted and will also be able to see that there is a wealth of information and resources for existing and prospective members and plan sponsors.
When the homepage refresh went live, traffic to the individual market portion of the site increased dramatically, thereby improving conversion for those who started from the homepage.
The “Find a Right Plan” piece on the homepage uses action oriented language, and a photo which creates visual emphasis to draw visitors’ attention to that area. This treatment increased traffic to the individual market portion of the site; improving conversion for those who started from the homepage.
