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. 1-week Design Workshop w/ 8 UX Designers

  2. Concept Generation 

  3. Brand Impression Testing

  4. Concept Usability/Performance Testing

  5. Accessibility Audit 1

  6. A/B Tests

  7. Template & Component Update

  8. Accessibility Audit 2

  9. Rollout Planning 

  10. Rollout 

  11. 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.