I lead the team in designing this website and corresponding brand guidelines. I brought the team together to create this site. The team that created this was made up of content writers, UX/UI designers, visual designers and a human factors group for testing.
Vital Savings by Aetna is not insurance, so it was important that in the design and the brand standards we created, we make it feel in the brand family, while creating visual distance to avoid confusion with our core competency. The design needed to be appropriate for what this product was — a discount program that allows customers to take advantage of negotiated rates when visiting a dentist.
After the launch of the site, the number of conversions for this business increased greatly.
