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Health Insurance
CVS Health / Aetna
Redesigning the digital health experience for millions of members
Director of UX · 2019 — 2021
The Challenge
Member Experience Falling Short
2.3/5
Voice of Customer score reflecting a fragmented, frustrating digital experience for members
2.7/5
Customer satisfaction score well below industry benchmarks, signaling urgent need for redesign
Slow
Team delivery hampered by siloed processes, no design system, and low morale across the organization
The Solution
Member Experience Redesign
I built and led a high-performing team of 58 UX professionals redesigning the Aetna Health digital ecosystem — a unified app and website helping members understand benefits, find and connect with care, make informed decisions, and navigate their healthcare. Directly interfacing with the customer advisory board, I drove programs to control healthcare costs while improving quality of the member experience.
Member Homepage Redesign
Reimagined the family homepage into a unified, personalized dashboard connecting members to care, benefits, and claims in one place.
SAFe Agile Integration
Embedded UX into 4 release trains with systematic DesignOps, increasing design efficiency by 40% across the organization.
Design Practice & Team Growth
Grew the team by 50% in under a year, building a research-driven culture with advisory board partnerships and cross-functional sprints.
Research & Member Archetypes
Developed progressive personas and member archetypes to target experiences for different health journeys and life stages.
The Approach
Customer-Centered Transformation
Partnered directly with the customer advisory board and cross-functional leadership to drive a human-centered transformation of the Aetna Health experience, from research through delivery.
Advisory Board
Direct partnership with customer advisory board to understand member needs and validate design decisions at every stage
Member Research
Research-informed progressive personas and member archetypes mapping different health journeys, needs, and digital behaviors
Design Sprints
Cross-functional sprints aligning product, engineering, and design teams on solutions through rapid ideation and prototyping
SAFe Delivery
Integrated design into 4 SAFe Agile release trains, establishing DesignOps processes for consistent, scalable delivery
The Work
Aetna Health Platform
Aetna Health Platform
Unified app and website delivering personalized health guidance across all devices — from the family homepage with health reminders and care search, to plan details and integrated claims
Product Demos
See it in action
Primary Care Physician
Provider selection and scheduling experience
Price Transparency
Cost comparison and provider search for members
Aetna Health Overview
A walkthrough of the redesigned member experience platform
Key Results
Impact at scale
40%
Increase in design efficiency
50%
Design team growth in under a year
4x
SAFe release trains with embedded UX
58
UX professionals built and led