Service design to manage health
At Blue Cross, I led efforts to innovate and strategically enhance customer experiences across multiple web and mobile applications, resulting in significant improvements in Net Promoter Score (NPS), task completion rates, and a 36% increase in Overall Satisfaction (OSAT).
Process: I began by researching the how, what, and why behind Blue Cross customer interactions across various touchpoints. This informed the creation of user-centered, transformative solutions for plan benefits, health finances, doctor and pharmacy search, and cost estimates. Collaborating closely with product managers, content strategists, business analysts, and software engineers, I defined use cases, scenarios, and technical constraints. We brainstormed, conceptualized, and iteratively refined designs, advancing from wireframes to high-fidelity interactive prototypes. I incorporated a user-centered methodology, conducting user testing and ongoing iterations to ensure optimal outcomes. I also advocated for incremental user research and design testing, executing qualitative research, usability assessments, and monitoring development for alignment with user needs.
Key Projects and Solutions
Find a Doctor: I redesigned this feature to empower members in selecting in-network providers, understanding benefit usage, and managing cost balances across the enrollment term. Enhancements included auto-complete for faster search, smart search-radius adjustments, contextual filters, sort options, and relevant error-prevention measures for a streamlined experience.
Medicare Journey: For our Medicare audience, I conducted in-depth research into user journeys, analyzing physical and digital touchpoints over time. This research uncovered gaps and challenges, leading to the creation of comprehensive user journey maps. These insights informed improvements in design, marketing, sales, and customer service, delivering a cohesive and meaningful experience for Medicare users.
Blue Cross Mobile App: I was responsible for the design and oversight of the Blue Cross mobile app experience. My contributions included innovative solutions for care finding, drug search, and cost estimates, along with enhanced navigation and task automation features. The app’s cost estimate flow, evaluated by Ipsos, provided a superior user experience, outperforming industry competitors. Continuous improvements leveraged evolving technology to meet user needs and ensure a seamless, effective experience.
Deliverbals
- User research, heuristic evaluation, competitive analysis
- Accessibility WCAG 2.1 AA compliance audits
- User journeys, flow maps
- Wireframes, high-fidelity screens and prototypes
- Design specifications, annotations
- Validation of implementation, user testing, feedback
- Visuals and presentations for sales and marketing
- Digital Experience Guidelines design system online
- Planning and documentation, Jira stories.