Case Study: Aetna achieves a cohesive digital rebrand with Tank Design’s design system

Aetna boosts visits 38% with Tank Design

The health insurance company Aetna needed to apply its recent rebrand across its website and digital assets, seeking a sustainable solution. They partnered with the vendor Tank Design to create a comprehensive new design system.

Tank Design evolved the brand for digital use, designing and building components, templates, and detailed documentation. They conducted workshops with internal teams to build a user-centric digital design system website. This work informed Aetna's website redesign and led to measurable improvements, including a 38% increase in visits, a 65% increase in logins, and 77 referrals to aetnamedicare.com.

Aetna