Case Study: Cigna achieves a 132% increase in organic site traffic with BORN Group

Cigna boosts organic site traffic 132% with BORN Group

Cigna, a major healthcare corporation, engaged BORN Group to address a significant challenge with its website. The site suffered from a lack of cohesive design due to inconsistent style guides and a decentralized design process, which had prioritized internal organizational preferences over user needs. This resulted in a poor user experience that did not adequately consider accessibility or health literacy.

BORN Group developed and implemented a single set of user-centric UX design guidelines to rebuild the site. Their solution included rewriting all site content for improved readability and consistent tone while collaborating with Cigna's SEO team to optimize for organic traffic. As a result of BORN Group's work, Cigna's revamped site achieved a 132% increase in organic traffic while delivering a significantly improved user experience.

Cigna