This three-part article series showcased Cigna’s Lean In Circles program, employing UX principles to create a seamless, relatable narrative around community, support, and career growth. 1. Storytelling for Relatability and Community Each article highlighted a different Lean In Circle leader or member, using personal stories to humanize program benefits and foster connection. This storytelling approach strengthened the sense of community within Cigna, making Lean In Circles feel welcoming and supportive. 2. Q&A Format for Consistency The consistent Q&A format enabled easy scanning, enhancing readability and usability. Maintaining this structure across articles provided a familiar experience, reinforcing expectations and improving engagement. 3. Supportive Tone and Strategic CTA for Engagement A warm, inclusive tone aligned with Cigna’s values, creating an empathetic reading experience. Each article ended with a CTA linking to Cigna Careers, encouraging readers to explore job opportunities and engage further. 4. Series Impact The campaign generated a 34% increase in social engagement, with 750 readers from Facebook and Instagram visiting the Cigna Careers Blog, demonstrating the effectiveness of UX-focused content design.