FLORIDA BLUE Website & Member Portal
The Challenge:
Overhaul the digital experience of Blue Cross Blue Shield of Florida. Designing for multiple member groups (e.g., Employee Group Plans, Affordable Care Act, Medicare) and stages of the care journey (e.g., healthy, end of life, caregiver). We partnered with Florida Blue to reinvigorate their brand and guide them as they build and transition to a new digital team.
The Process:
We have built a fantastic relationship with this client over two years and work closely with them on multiple work tracks. I’ve been personally responsible for two work tracks, including the IA restructuring of authenticated and non-authenticated experiences and redesigning their member portal to be a delightful, streamlined experience. Our team developed new branding and DLS, which we have carried through to create a light and airy digital experience from discovery through the multi-year member journey.
Most recently, we wrapped a collaborative 16-week engagement in which we first led user research sessions around our users' experiences, needs, and desires in their interactions with providers and insurance. We used the synthesis of these interviews to design the future of provider search and comparison for Florida Blue and incentivize the wellness journey through to condition-specific care and maintenance. We met every other day to review our thinking and get insight from the internal design team, ensuring they had a hand in the creation and storytelling process. This ensures they can better communicate to internal stakeholders the purpose of each decision and can become the organization's design champions.
The Result:
Our team has given the Florida Blue design team templates for roll-out and future state designs that they can build towards. This partnership has lasted over two years and we continue to work directly with them in planning the next innovative components to research and refine for an amazing member platform.