Humana.com Rebrand
How might we bring a new brand to life on the new Humana.com?
Site
Humana.com
Timeline
2019+
Team
Humana UX
Summary
As the Humana.com redesign pushed to Prod, a new brand for Humana was rolled out across print, tv and environmental design systems with a new look and feel, as well as a new voice and tone. But not digital.
We brought the new brand to life on the very new Humana.com with minimal development effort.
How’d we do it?
The Team
Sponsor
UX Lead < That’s me
Project Manager
Accessibility Lead
UX Researcher
1 Interaction Designer
8 UX Designers (for Design Workshop)
2 UX Designers (for refinement and rollout)
1 Front End Team
The Problem
Not only create how the new brand shows up on Humana.com, but also plan for how the brand rolls out across other Humana digital properties.
Target 1: Seniors aging into Medicare – learning about or shopping for Medicare coverage.
Target 2: Medicare members looking to use their plans.
Secondary: Business managers shopping for group insurance.
Secondary: Providers working with Humana.
Secondary: Agents interested in offering Humana.
The Users
The Process
1-week Design Workshop w/ 8 UX Designers
Concept Generation
Brand Impression Testing
Concept Usability/Performance Testing
Accessibility Audit 1
A/B Tests
Template & Component Update
Accessibility Audit 2
Rollout Planning
Rollout
Refinement
The Solution
Updated components and styles
18 new component variations
Theme update
Authored changes
Plan for how new system rolls out across digital properties
Awaiting quantitative analysis
The Learnings
A 1-week design exploration (in a sub-zero weather pattern) can be very fun and efficient.
Pulling together 10 designers from across an ecosystem is a great way to get insight into the challenges of each experience.
We need to do more collaborative sessions more often.
Departments within large organizations sometimes don’t communicate effectively.
Branding initiatives need to involve input of leaders from all media.
Leadership buy-in from all impacted organizations is critical to a huge brand update.