Interactive sales app

Panorama

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Panorama Hero

Project Details

Panorama is an immersive Aetna + CVS Health experience that explores the infinite possibilities of consumer-centered care. It's a customizable tool used by Aetna's sales agents to support the commercial sales pitch process with a “choose your own adventure” experience that shows the plan sponsor different member experiences using personas that are representative of their workforce.

October, 2020

My role
Creative Director, Lead UX Designer
Tools Used
Sketch, Invision, Proto.io

Project Goals

  • Simplify the pitch planning and preparation process
  • Deliver member-centric stories to highlight Aetna’s differentiated, integrated experience that can flex to accommodate myriad combinations of customer populations, network and service models
  • Clearly show how Aetna's integrated offering and data-driven approach result in better care, better outcomes and lower costs for both members and plan sponsors
  • Provide a truly unique, distinct and differentiated experience that engages customers and clearly sets Aetna apart from their competitors

Wireframe & UX  Exploration

There were two key areas of focus for this experience. The customized presentation and the back-end portal where the customization happens.  Once we identified the 8 key persona types that best represent plan sponsors workforce, we then put in place the configurable logic to help tell each story. I was the principal UX designer in this aspect of the project, working both with our content strategists to help map out the story logic and ou in-house front-end development team that would be building both the presentation and portal experience.

Panorama user flowsPanorama wireframes

Concepting & Design

As part of the creative exploration, I oversaw the design team in thinking through the role of typography, color, sound, animation, iconography, pattern and photography. We created a solid design system that helped depict both the member and Plan Sponsor journeys, reinforcing the feeling of truly customized solutions, while also  laddering back to the broader Aetna and CVS palettes.

Panorama Mood board Panorama Mood board color styles

Once deciding the overall design direction, I then directed the design team in executing the necessary templates needed to start the development of the app. In addition to the front end experience, I also worked closely with the development team to help define what was feasible for an MVP for the back-end portal which ultimately leveraged an out of the box solution so that more development efforts could be focused on the front end experience.

View the full design prototype
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Panorama Screens

Stye Guide & Training Guide

To wrap things up I oversaw the design team in the creation of a detailed style guide to aide in development as well personally created as a detailed training guide for Aetnas sales team members so that they can easily create and customize their own presentation material.

Panorama Style Guide
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