Aetna International

My very first UX Writing project with clients and deliverables in English as Senior UX Writer Freelance for

Making Sense Agency⁠

, 2023.

The Client

⁠

Aetna International⁠

, as part of the

CVS Health® group⁠

, is a health insurance provider offering medical benefits on a global scale. They support expats, inpats, local citizens, and business travelers, ensuring access to healthcare in over 200 countries and territories.

What We Aimed to Achieve

Our goal was to modernize the existing system, last designed in 2010, while supporting the Aetna team in a digital transformation. The shift in business focus towards user-centric approaches underscored the need for this modernization.

⁠

Our Strategy

Without introducing new functionalities, we undertook a redesign of existing components, simplified flows and tasks, and established consistency across all journeys of the web portal for healthcare service providers.

My Contributions to the Project:

Content Design Across Experiences: I crafted concise, useful, and contextual content for healthcare providers to guide them through interactions with the portal.

Backend Wordings: I wrote backend content, the information triggered by product interaction, including congratulatory and error messages, push notifications, emails, etc.

Style Manual Incorporation: I integrated Aetna International's style manual and collaborated to enhance its application in digital contexts.

I aligned the tone & voice to the context on which each message will be shown trhough the use of one of my favorite UX Content tools: a 2x2 matrix for decision making.

⁠

Aetna - UX Writing - Tone & voice 1(1).png

⁠

Glossary and Design System Content Maintenance: I kept the glossary and integrated content within the design system components up to date.

Alignment with Key Stakeholders: I worked closely with design and product teams, gathering insights and creating solutions centered on both users and business needs.

Coordination with Communication and Branding Teams: I led the back-and-forth with Aetna International's Communication and Branding teams to ensure consistency and a proper application of the brand's defined tone and voice.

My learnings

Going back to a role I was previously familiar with was a whirlwind of emotions that I had to calibrate daily. I consciously relied on my strengths to mentally convert the more-than-known aspects of my work (aka the boring stuff) into a tool that would allow me to make the most of this learning experience.

Wanting to know more details about the project? I can share with you a Figma tour through the wireframes and mockups, walk you through the workshops I facilitate and dive deep into the design challenges, Drop me a line!

floren.ferretto@gmail.com⁠

⁠

Made by

Floren Ferretto⁠

with ❤ and good wi-fi in Barcelona · 2024. This is a work in progress so feel free to offer me any suggestions to keep improving.

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