myCigna.com is Cigna’s flagship authenticated customer portal which serves over 18 million users. Of course, to access this portal, users have to register first and verify that they are a Cigna customer. However, prior to this redesign, the success rate of new users registering was only around 60%.
The legacy experience was much too overwhelming for users, particularly when it came to user authentication. Cigna used three methods to link users with their insurance plans. However, due to technical and data constraints, certain methods proved more effective in verifying users than others. Although each method exhibited varying levels of success, the verification options were presented to users on an equal footing, resulting in only a 60% success rate in user account creation.
Following extensive user research and cross-team collaboration, we streamlined each phase of the registration process, adopting a "one field per page" approach that substantially reduced information overload while enhancing mobile-friendliness. In addition, we leveraged behind-the-scenes optimizations to tailor information requests based on the user's registration type. Furthermore, this simplified approach allowed us to incorporate helpful hints and graphics, greatly improving user guidance throughout the registration process. We used this redesign to add significant enhancements to form validation. When necessary, we provide users with informative error messages that include step-by-step instructions for resolving issues, and we now notify users when their inputs are correct. These improvements in user experience resulted in an impressive 50% increase in successful registrations.
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