Samsung cigna

Bringing Digital Health Coaching to 500 Million People Worldwide

Good health begins with healthy behaviors. That’s why Samsung enlisted help from insurance company Cigna, who encourages its members to use its S Health App, which is pre-installed on all Samsung Galaxy and Galaxy Note mobile devices. The app helps people track diet, exercise and weight, and Cigna wanted to add a new component to provide health advice, motivation and feedback to its members. Mad*Pow worked with the client for an 18 month engagement, testing a number of concepts and conducting international research to develop an artificial intelligence “health coach” addition to the app.

Project Highlights

  • Two rounds of consumer research across five countries
  • Collaboration with multiple decision-makers and vendors
  • Opportunity to explore big ideas and a variety of creative approaches

Big Thinking with a Human Touch
While the project had multiple urgent deadlines and pivot points, the long engagement allowed Mad*Pow to create a number of different options ranging from playful games to data-heavy applications. The final digital health coach uses algorithms to mimic real-world interactions. It collects data from the mobile device’s sensors and then sets goals, provides feedback, and offers encouragement — just like a human coach.

It’s (Not Such) a Small World
Cigna wanted users worldwide to appreciate the app’s health behavior features, so we tested both desirability and usability of the digital health coach concept — as well as other concepts — across five countries:
• United States
• Chile
• China
• Germany
• South Korea

Our challenge was to find common ground for the 21 percent of global smartphone users with Galaxy devices, despite feedback that varied greatly by geography.

Keep Your Team Close and Your Client Even Closer

Throughout the fast-paced project, Mad*Pow worked closely with the Cigna product team and Samsung developers to understand the client’s clinical and marketing requirements. We even worked onsite at Cigna for a month to narrow in on the final design and document requirements for Samsung’s developers. This close working relationship allowed Mad*Pow to turn around changes quickly through collaboration and seamless communication.

Results: Digital Coach Keeps Patients Worldwide Practicing Good Health
At the end of the project, Mad*Pow delivered a robust user interface for the digital coach along with a playbook that addressed daily user engagement so Cigna could help its members achieve their wellness goals. The new behavior change strategy helped Cigna’s medical team develop geographic-appropriate content and logic to power the digital coach AI.

Cigna Health Matters starts with a gamified health assessment - or health survey -- that customers engage with as they enroll in their health plan. By gamifying this process, completion rates have soared: for a typical health assessment completion rates are in the 30 percent range, Cigna's gamified version delivers completion rates of 90 percent.

The Coach by Cigna mobile app has generated a positive response in the AppStore, with reviews including "I love how motivating this app is","Overall keeps me 100 and 10 percent more focused of the items that matter and material that's most precious" and "It helps me.. I learn."



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Bringing Digital Health Coaching to 500 Million People Worldwide


Coach by Cigna
Jamie Thomson Director, Experience Design
Dustin DiTommaso SVP Behavior Change Design   Contact Dustin

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