Cigna Apps & Activities
The Apps & Activities app encourages users to build and maintain healthy habits through activity tracking, helpful insights, group challenges, like-minded communities, and more.
For this project, I stretched Cigna’s brand tone to pivot between moments of euphoric celebration (when users hit their goals) and empathetic encouragement (when they didn’t). At the heart of this was a dynamic messaging system that provided personalized, in-the-moment feedback based on users’ performance and imbued the experience with a distinct personality. All of the app’s content was managed in a copy matrix, which doubled as a CMS for the development team.
Skills: Experience strategy, voice and tone development, UX copywriting, content management (copy matrix)
