Aetna
Turning complexity into something people can actually use
Why this work matters
Healthcare is full of moments where people pause.
Not because they want to, but because they have to.
What does this mean?
Am I covered?
What am I supposed to do next?
At Aetna, that’s the work.
Not just designing pages, but removing those moments. Making things clearer, faster, easier to act on. Because when people understand what’s in front of them, they move forward. And in healthcare, that matters more than anywhere else.
What I worked on
I’ve been focused on some of the highest-impact surfaces across the experience:
Logged-in vs. guest experiences that change what users see and what they can do
Provider search that actually helps people find care that works with their plan
Coverage and benefits pages that answer real questions, not just list information
Plan education and decision-making content built for clarity, not compliance language
This work sits at the intersection of product, content, compliance, and business goals, where getting the words right directly impacts trust, engagement, and conversion.
The result
Not just cleaner copy.
Better experiences. Measurable impact.
Aetna
Turning complexity into something people can actually use
Why this work matters
Healthcare is full of moments where people pause.
Not because they want to, but because they have to.
What does this mean?
Am I covered?
What am I supposed to do next?
At Aetna, that’s the work.
Not just designing pages, but removing those moments. Making things clearer, faster, easier to act on. Because when people understand what’s in front of them, they move forward. And in healthcare, that matters more than anywhere else.
What I worked on
I’ve been focused on some of the highest-impact surfaces across the experience:
Logged-in vs. guest experiences that change what users see and what they can do
Provider search that actually helps people find care that works with their plan
Coverage and benefits pages that answer real questions, not just list information
Plan education and decision-making content built for clarity, not compliance language
This work sits at the intersection of product, content, compliance, and business goals, where getting the words right directly impacts trust, engagement, and conversion.
The result
Not just cleaner copy.
Better experiences. Measurable impact.
Climbing the ranks in digital experience
Aetna moved into the #1 spot for digital experience in the 2025 Corporate Insight study.
That didn’t happen by accident.
It’s the result of hundreds of small decisions across the experience, simplifying flows, clarifying language, and helping people get where they need to go without friction.
This is what happens when you design for how people actually think and behave.
Recognized for innovation at scale
Aetna was also named Payer Sector Winner in Gartner’s 2025 Eye on Innovation Award.
Out of 1,300 submissions from 850 companies worldwide.
Not for adding more features.
But for creating a more personal, connected digital experience.
That’s the difference.
Anyone can build functionality.
Very few make it feel intuitive.