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Health Care Design Conference - 2013 Boston


Cigna Design Challenge: Flipping Our Relationship With Health Insurance

Winning Team Will Receive $5,000 Award

Too often as American health care consumers we rush to the doctor first and sort through the bills and paperwork later. What could inspire or motivate us to change our behavior so that instead we partner with our health insurers to understand costs, savings, and coverage options ahead of time? What would lead us to explore options and engage our health insurers as trusted advisors with the same goals we have – to get and stay healthy?

In this challenge, teams will design solutions to improve health care customer experience. Teams will consider how insurers can use online or offline tools to actively improve the customer's understanding of their benefits, what drives health plan costs, and how their individual actions can impact their pocketbooks.

Change agents wanted. Bring your creativity, personal experiences and passion to help create the optimal customer experience during this full-day design challenge. Facilitated by Mad*Pow designers, you’ll not only troubleshoot one of our more vexing problems in health care, but also build your own skillset for facilitated experience design.

The Day

Following a presentation on the consumer's knowledge gaps and points of pain, Mad*Pow will lead teams through design exercises to get their creative juices flowing. Then, teams will be set loose and have the majority of the day to work together to tackle these unique issues before presenting their solution to the judges. To prepare for the day, conference attendees will be provided with interview questions and encouraged to conduct informal research during the main conference.

No design experience required—just a passion for making a difference.


Participation is free to all Healthcare Experience Design 2013 conference attendees, but space is limited. Secure your spot by registering now.

Walk-in registrations will be welcome if space is available. Maximum number of participants is 50.

Forming a Team

Teams of up to 5 people will be formed on the day of the challenge.

Resources Available

Bring yourself and your laptop or tablet. We’ll provide the post-it notes and other design supplies.


A panel of judges will evaluate each solution’s originality, viability/feasibility, business impact, how well it solves the problem as stated, consideration of health literacy and universal access, and overall quality of presentation. The panel will consist of Cigna representatives and special guest judges.


The winning team will receive $5,000, split evenly among team members.

Food & Drink

Man (and woman) does not get by on bread alone. Challenge participants will be served breakfast, lunch, snacks and drinks.

Terms and Conditions

All participants will be guided by the following terms and conditions:

  • Participants must be present the entire day to be eligible for their portion of the prize.
  • Employees of Cigna and Mad*Pow are not eligible to participate.
  • Teams retain their rights in the designs they develop, giving Cigna rights to publish, implement, use and expand on submissions.
  • View complete design challenge rules.

"Last year's HxD conference was so amazingly inspiring, and has definitely caused me to strive harder and become more passionate about improving our healthcare system." - 2012 HxD Attendee

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