I led the strategic overhaul of Cigna Healthcare’s global digital presence, shaping a CX strategy that spanned their entire digital ecosystem. From patient-facing platforms to complex internal clinical tools, I directed the implementation of AI-driven features to enhance service delivery and user outcomes. I was responsible for ensuring that this global undertaking remained cohesive, accessible, and grounded in a human-centric design philosophy.
Consultancy
After involvement the successful pitch for Cigna’s global CX strategy, I was part of the leadership team invited to spearhead their Global CX Summit.
I played a pivotal role at the summit, acting as a facilitator for C-suite stakeholders tasked with redefining the company’s digital future.
I delivered a keynote on ‘The Age of CX’ to establish a foundational shift toward customer-led growth. This served as the platform for me to guide global leadership through the creation of a ‘North Star’ vision, effectively aligning disparate business initiatives into a single, cohesive strategic goal.
Strategic discovery & analysis
Following the summit, I led the transition from vision to execution, directing a series of deep-dives into Cigna’s global product ecosystem.
My approach was rooted in service design; I audited the full spectrum of their digital estate – including customer touchpoints, third-party API integrations, and the internal systems that support them.
This frontstage-to-backstage investigation was instrumental in uncovering the insights needed to architect a cohesive UX strategy and creative direction for their worldwide platforms.
By identifying the moments that matter most to customers, I pinpointed key opportunities for both incremental improvements and long-term strategic enhancements.
Through in-depth interviews I identified customer pain points while mapping Cigna’s internal tools, processes, and stakeholder challenges.
From insight to action
I led individual workstreams designed to uncover solutions that could be standardised across the ecosystem, facilitating workshops with senior leadership to uncover pain points and opportunities from both global and regional perspectives.
This process, aligned to the overall strategic vision, pinpointed the most valuable concepts to explore, creating clear and focused briefs for the UX & UI designers.
We brainstormed opportunities to address customer issues, and prioritised based on key business drivers like cost-to-serve, affordability, and self-service potential.
I created blueprints that visualised the end-to-end customer journey, and the critical connections between the frontstage experience and the backstage systems & processes that support it.
Bringing the vision to life
For each project, core journeys and features were translated into creative concepts and functional prototypes that served three key purposes: communicating the vision across the business, validating ideas with users, and guiding development planning.
The Results
Optimisations and improvements across Cigna's customer-facing touchpoints and backstage tools & processes resulted in significant shifts in KPIs over time.
15%
reduction in customer call centre volumes
10%
uplift in CSAT scores
33%
increase in adoption rates for key clinical and wellbeing programmes.
8hrs
reduction in average claim processing time