October 2024 - Present
Aetna | Lead UX writer
ABE is an analytics-powered application that provides account executives with insurance plan recommendations for employers that are due for renewals.
As the lead content designer on the app, my goal is to craft clear content for new features, email communications, and the ABE help center.
Summary
I led efforts to standardize all communications that were sent out from ABE, ensuring older communications were brought up to meet the brand guidelines.
Through collaboration with my design counterparts, I also helped define and craft content for end-to-end journeys for users on features, leading to an experience that was simple to use and easy to understand.
Impact
Digging Deeper: Shared access request
For this feature, the goal was to create a way for account executives to request access to their colleague’s customers, as well as share customer access with other account executives.
This project required collaboration with my product designer and product manager to understand the user’s needs, and understand what we could do to make this feature the most impactful.
The solution we landed on was a simple CTA that would take the user into the shared access flow, where they can decide to request or grant shared access.
The user is given an option to search for any customer they want to request access to, and they can choose to search by name or an internal ID referred to as a PSU ID.
After confirming they’ve selected all customers and submitting the request, a confirmation modal is displayed.
In addition to providing the copy for the user flow, I wrote help center articles for users to reference.
Lessons learned
On my first pass at copy, I tried to remove as much jargon as possible. After speaking with users, it was clear that although using plain language made the copy simple to understand, it wasn’t really how ABE users talk.
I refined my copy to ensure that while it was consistent with the brand style guide, it also connected with the end user.