A consistent digital experience is one that our customers can rely on. Many users who come to our digital properties don't have a close relationship with their insurer. By creating functions and components that look and act the same way, we can instill a sense of confidence that helps us build trusting relationships with our customers. This is especially important across sites and platforms. Users are likely to complete tasks using more than one device, and a consistent experience can make those transitions more predictable and familiar.
Tips for Consistent Digital Experiences
- Ask yourself throughout the design and development process, "What have we done before that is similar? What can I reuse?"
- Use Templates and Components as much as possible. If something is missing or needs a lot of customization, send us feedback. Enhance standards or propose new components to the standards only when there is clear value added.
- When creating something new, refer to the Visual Foundations and Brand Guidelines for guidance on the look, feel, voice, and tone of Cigna.
- Digital properties should behave in a predictable way that matches user expectations. Lean toward conventional design components to minimize the learning curve for users.
- Consistency doesn't mean uniformity. Our system is modular and flexible to allow for variety and creativity within guardrails.
- Use a common set of words to describe similar actions for button, link, navigation, and form labels.
- Avoid content with internal terms, technical language, and health insurance jargon to maintain our familiar voice that we use to communicate with users.