Empathy for the end user couldn’t be more important in health care. My team @ Aetna was challenged to find a way to help CVS and Aetna executives more genuinely walk in our members’ shoes – see the day-to-day health care challenges from their perspective and more effectively identify were we can do better for our members.

So we created The Path to Better Health – an interactive game that brings various Aetna member experiences to life, via a combination mix of interactive video and audio, augmented with a physical board, and a digital “Game Master” companion. It’s a journey through the day-to-day challenges of four unique member personas, demonstrating how different decisions and circumstances affect their perception of and experience with Aetna.