Lincoln Financial Group has appointed Anand Rao as new vice president of Digital Strategy and User Experience.

In this new role, Rao will lead Lincoln Financial’s digital strategy and user-based design team to develop and implement comprehensive strategies aligned with group’s four core businesses – defined contribution, life, annuities and group protection – and the enterprise.

He will report to chief digital officer of Lincoln Financial Group Tricia Blair.

Rao will Lincoln with 14 years of consulting experience in the financial services industry. Most recently, he was a principal at Diamond Management & Technology Consultants, a division of PricewaterhouseCoopers, where he worked with life, retirement and property & casualty companies on developing customer experience strategies and mobilizing for business and operational improvement.

Blair said at Lincoln, the group is focused on transforming the way its delivers the digital experience so that it is easy to do business with the company.

"We are excited to leverage Anand’s strengths in directing and executing our digital strategy and enhancing methodologies for usability and user experience involvement in website applications development," Blair said.