THE CHALLENGE: create a product in Aetna’s portfolio that would be more explicitly proactive for its members. Meaning, instead of reacting to a member’s health issue (and related insurance claim), how might we create an experience that incentivizes members to build healthier habits so they get sick less?

THE SOLUTION: Attain by Aetna – a sensor-based health, activity & rewards iOS and Android experience. Attain combines user health history with wearable data to offer personalized goals, achievable actions and rewards with the goal of driving behavior change to improve overall user health. In Attain, users earn points for their health interactions that can then be redeemed for gift cards or their monthly Apple Watch payment.

Originally designed and developed in direct collaboration with Apple, as Aetna took direct and total ownership of the application I was tasked to build out a dedicated product design team to support our iOS roadmap, while also scaling the app to Android.

Our team leaned into optimizing key features like Healthy Actions: easy-to-digest tips deployed via daily content cards that promoted techniques for improving healthy habits related to sleep, nutrition, mindfulness and activity. We also could directly serve more personalized clinical content based on an individuals user's medical history.​​​​​​​

We also designed and delivered Streaks and Badges: giving our users encouraging, daily motivation for achieving higher activity and competition with their past selves, as well as seasonal competitions where users could team up and compete against each other.

THE RESULTS: I developed a scalable, cross-platform design strategy, and built out a dedicated design team of UX / UI Designers, Content Strategists and UX Researchers to deliver that strategy, ultimately achieving a 4.7-star rating on iOS and launching the app’s first-ever Android version that reached a 4.0-star rating within 6 months. We optimized overall user engagement for Attain, achieving 25% Daily Active Users (DAU), 41% Weekly Active Users (WAU), and 51% Monthly Active Users (MAU). We maintained a 64% six-month retention rate and a 14% increase in calories burned for sedentary users, facilitating a nearly 2:1 ROI through $17 per user per month in medical cost savings by fostering positive behavior change.