Aetna Website Audit & Redesign
most popular areas for a tattoo
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what to know before getting tattooed
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sensitivity is different on each skin
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prevent allergies and request natural ink
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proper cleaning is important
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proper cleaning is important
THE ASK
Current websites information architecture (IA) was disruptive.
Needed better flow and navigation.
Similar content lived in multiple places and required consolidation.
Current website was due for a modern update (10 years old).
The mobile platform was built separate from the website.
Upgrade would be responsive to all devices.
RESEARCH
The mission was to simplify the website so that the users wouldn't require customer service to complete any given task.
Our team interviewed customers, the sales team, and worked with internal stakeholders (Account Rep., Client, PDM).
This included Journey mapping activities for the internal stakeholders.
DESIGN
Create the path for least resistance and make content easily accessible.
Remove the clutter to let visitors acknowledge the primary action we want them to take.
Take the first step towards personalization by encouraging visitors to self select their audience group.
Visitors may not be ready to convert, so we will address customers at different stages of the funnel.
Imagery and visuals will reflect who Aetna is and resonate with a younger audience.
Remove the noise that is not relevant to members by creating an experience that addresses their unique needs.
Created two responsive concepts. One utilizing a carousel and consisting of a floating menu above imagery.
WIREFRAMES
Beginning with Wireframes created a smooth process for gaining approval from all parties. By lacking any style input the stakeholders can focus on the UX journey.
HIGH FIDELITY
Once the proper approval was gained for the wireframes we were able to utilize the Aetna style guide to bring the updated site designs to final visual.
VALIDATION
Constructed and used an Axure prototype in narrated usability testing.
Testing was formed around our original pain points along with our high priority tasks such as logging in and picking a plan.
Conducted only 1 cycle of feedback and changes within our 6 month timeline.
DEVELOP
Created and provided documentation.
Provided development support until released to client.
