Attain by Aetna is 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 Apple Watch payment.
Originally designed and developed in direct collaboration with Apple, as Aetna took direct and total ownership of the application I was asked 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.
Panorama by Aetna is an immersive digital product experience that I conceived of, sold in to executive management, and then assembled a dedicated product team to design and develop. Our goal was simple but critical to supporting Aetna’s commercial sales goals: better equip our Aetna Sales team with tangibly demonstrating to prospective corporate customers how we can effectively support their employee base across common health conditions.
We designed and built Panorama to be a self-service, customizable tool utilized by Aetna's Sales agents to configure custom presentations that showcased member personas leveraging actual employee demographic data. The tool allows sales agents to share a narrative with compelling visuals that demonstrates to prospective customers the benefits their employees will experience having Aetna as their insurer.
The Sales team had the option to include a customizable landing page as a ‘cover page’ when sharing the presentation with customers following the live meeting.
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.
– Aetna.com Enterprise Design System
Leading the Digital Experience group within Aetna’s internal marketing agency included taking responsibility for overhauling the outdated and unfriendly Aetna member experience on Aetna.com. It was imperative we did everything possible to radically simplify their experience and reduce friction, while implementing within a robust & scalable design system.
So that’s what we did, creating a comprehensive component library in Sketch (these were pre-Figma days) and working closely with our Aetna MarTech counterparts to have it implemented in Adobe Experience Manager (AEM), ultimately supporting more than 50 sites and 6 brands within the CVS Health/Aetna portfolio.
My CenturyLink / native mobile app redesign
My XD team @ Arnold partnered with CenturyLink's internal UX & App Product team to overhaul and redesign their customer account management native mobile app experience. With more than 6 million customers but only ~180K downloads to date, and a couple initial rejections from Apple for a rudimentary, difficult-to-use design, our efforts focused on establishing a more modern look and feel and pushing more personalization & true utility into the experience.
With location-based custom animated weather greetings on app launch, and more embedded self-help video & service content, our goals are to drive aggressive adoption growth – the new app recently launched in early October '17.
My team owned the UX/UI Design & HTML/CSS Development for this project, handing front end code to CenturyLink's internal Dev team for integration & deployment via ionic.
John Frieda’s global marketing team engaged my XD group @ Arnold at the beginning of 2016, challenging us with the task of leading them & their IT counterparts through a full redesign of JohnFrieda.com and platform migration from silo'd regional websites to a truly global web platform that could support regional site experiences for 16+ countries.
I led a cross-functional team: strategist, designer, copywriter, developer, producer – in the development of a global web strategy, full UX & visual design prototypes, design & copy content development, and front end HTML & CSS template development, working with he Kao/John Frieda's IT team & external AEM implementation partner (Cognizant).
As Barclays looked to evolve their business to enter the retail banking category, they sought my Arnold team's help in crafting what their brand's version of "the future of banking" might look and feel like.
We inherited the bones of a fairly defined mobile banking app experience and set out to aid their internal Design team in crafting a clear, cogent and compelling presentation of it to C-level stakeholders.
- CenturyLink Home Page redesign
As one of the first interaction points for many prospects & customers, the millions of monthly visits to CenturyLink.com present a significant opportunity for the brand to properly introduce itself and initiate successful customer relationships.
My XD team @ Arnold was tasked with the challenge of envisioning a new home page design that delivers on the brand’s promise of “making lives better by connecting people to the power of the digital world” and giving visitors a sense of the brand's humanity and feeling of simplicity, to contrast the typical or expected telecom experience.
- PUR
PUR was searching for new ways to tangibly show consumers the value of their water filtration products. We recommended personalizing that message by creating an experience that let users see exactly where their home’s water comes from and how it’s treated throughout its journey to their tap. I led our team @ Arnold in the design and development of a 3JS responsive site experience fueled by the largest searchable database of water quality data available in the U.S. Users input their address and received an interactive report that detailed the source, treatment facility and contaminant report for the water coming to their address.
- Carnival Cruise Line
Oversaw the design of an online game experience for Carnival Cruise Line that launched in support of a Cyber Weekend campaign in 2016. The game experience was a first of its kind – multiple 360 video scenes from the Carnival Vista ship that included hidden interactive hotspots that yielded users a range of prize giveaways.
The site experience was fully responsive and included real-time prize management and full user flow to support prize redemption.
- Carnival Cruise Line
Away We Go with Carnival, Carnival's branded blog, has been helping generate cruise consideration with prospects since my team @ Arnold helped launch the platform in 2014.
Building on the insight that lightly sponsored influencer content does deliver increased consideration for the category and the brand, our team wanted to find new ways to enable vacation daydreaming with consumers not currently shopping for a vacation.
This video prototype concept was developed via found footage and received rave reviews from Carnival's CMO & senior marketing team.
- Carnival Cruise Line
Led the concepting and sell-in to Carnival Cruise Line for leveraging VR & 360 video technology to provide cruise rookies an immersive means of trialing a cruise vacation experience.
The website experience is designed around a choose-your-own-adventure UX approach and was one of the first browser-based experiences to combine 360 video with interactive CG hotspots.
We launched this via Facebook and YouTube; the former driving almost 3 million in-feed views with a 19% interaction rate.
The site experience we created won "Site of the Day" by AWWWards.
- Progressive Insurance
Worked with Progressive Insurance to help launch a new web platform to support an editorial content marketing program focused on delivering relevant, topical content to users that wasn't focused on buying insurance and may help build relationships or credibility with users to drive future brand and product consideration.
The home page features custom animation that changes based on detecting the weather using a user's IP address.
- Carnival Cruise Line
To celebrate the announcement of a new ship, the Arnold team led a make-over of Lincoln Center in NYC that included life-size replicas of the different signature entertainment and dining spaces on the new Carnival Vista.
To supplement the staged sets, we created two interactive, digital experiences:
- An interactive "wall" game experience that let users navigate the ship from one European destination to another, with hand, arm and body tracking via a Kinect. After playing, users could take a selfie of themselves and their results, then have it emailed to them or shared via social.
- 360 Google Cardboard scenes stationed throughout the life event, that depicted a virtual 360 version of each space on the Carnival Vista
- MINI USA
As a Director of Production @ BEAM, I headed up digital program management for all of MINI's digital marketing. MINI's web platform, Prospect, Lead and Owner CRM streams, as well as their renowned configurator. For the latter, I aided in a full redesign and conversion from Flash to responsive HTML5, as well as a kiosk/touchscreen version that included custom machined iPad cases as a part of an in-dealer showroom experience in their flagship Manhattan dealership.
One of their most effective prospect marketing tools, MINI's online car configurator is well-known for offering an overwhelming number of options and accessories – creating a business logic challenge with myriad conditional programming & asset management.
