Despite having a functional web portal, a significant portion of Cigna’s member base was failing to renew prescriptions on time. Our mission was to uncover why the "digital front door" was being ignored.
Data from users and surveys, simply illustrated the issue: our website notifications were basically invisible. Most weren't logging in to see them, and when they did, the navigation pattern made it feel like a chore to finish the process.
We shifted tactic focus, creating an email system that warmly explained the benefits of auto-refills.
By meeting users in their inbox, renewal rates jumped from 35% to 48%. The method also enabled clients to complete checkout in under a day instead of taking nearly four.
This simple shift not only helped more people stay on their medication, but also captured over $1.7 million in lost revenue in just the first month.
Client
Express Scripts (Cigna Healthcare)
Services
Product Strategy
Product Design
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