Cigna Flex-ray
Designing a world-first movement-tracking experience for a global health insurer
Agency
CATEGORY
SERVICE
Movement health is one of the most serious health issues in the world, and one of the most ignored. Nobody thinks about how well they move until it hurts. Cigna Healthcare wanted to change that, and to do it with something nobody else had.
Together with FLEXR, a startup whose technology reads how the body moves through nothing more than a camera, we created Flex-ray: a quick scan on any smart device that reveals your Movement Age, how well you move compared to your actual age, and a tailored path to improve it. No wearables, no kit, nothing to buy.
Leading the design from concept to execution, I shaped the brand identity around the tension between precision and fluid movement. I then translated this system into the digital product, designing the onboarding, camera tracking interface, and results dashboard, as well as the supporting landing page and marketing assets.
The brand
An identity that moves like the product
I built the logo from dots linked by a line, the same way the product reads your body by joining the points it moves on, so the mark quietly shows what the tech does. The imagery runs on the same idea: framed close on the body’s joints, the very points Flex-ray reads, so every image puts the focus on what the product is actually looking at.
Where the system speaks
This is the system at full volume. I stretched the line across each image and let it carry the headline, breaking the copy over its nodes so the words feel mapped onto the body.
The app
Onboarding
The opening screens set a calm, confident tone, framing the scan as something you do for yourself rather than a clinical exam.
Image tracking
Real-time tracking is the heart of it, so the interface gets out of the way: simple guides to position yourself, feedback that builds confidence while the scan runs, and a clear confirmation at the end that every exercise was tracked.
Results & dashboard
The dashboard turns four measurements into one motivating number, Movement Age, then opens into a tailored Path to Movement Improvement: one figure to react to, detail a tap away.
Out in the world
Making a new idea click
Cigna’s website is where most people meet Flex-ray, and the brief was to design a landing page that sat inside their existing framework. A hero that lands the idea in a line, then clear sections that walk through how the scan works and what your Movement Age actually tells you. It does the explaining the app can’t do up front, turning a brand-new concept into something people feel ready to try.
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Let's work together.
Bigger product and web projects are where I want to go next. If you have one of those, a role, or something else entirely, chances are I can help.
