UX Consultant
While consulting at Blue Cross & Blue Shield of Massachusetts in Quincy I supported 3 main areas:
- Custom login
- Support feature
- Design refresh
Managed the Sr Lead UX Designers projects. Included presentations and collaborating with stakeholders, other designers, and tech leads. Manage overflow work for a design refresh of web and app. Included developing a new design system based on design refresh. Performed design reviews post-launch for design consistency.
BCBS projects
Design refresh - App and Web
Challenge BCBS design was out dated and needed and design refresh. Redesigned the site with existing content first. After update added new content into the Redesign. Updated all mobile apps and responsive web site. Implemented a design “refresh” of visual elements and UI content and UX remain the same. Phase two roll out updated content and interactions.
Goals Minimize user confusion of new design elements by keeping placement and same content Simplified top level UI and content delivery.
My Role Developed content section pixel-perfect mobile and desktop design files. Created design kit and components (sketch). Finalized App Store visuals for submission.
Research Created design system. Defined Accessibility WCAG standards. Reviewed Apple ios guidelines.
Insights Content hard to find or unavailable. Confidence was lacking in health plan information.
Subscriber drop off.
Problem Outdated design. Tech patches made design not cohesive. Users were deleting app using call center instead.
Solution Simplified UI directly access to key features. Feel good visuals created confidence. Increased new subscribers and gained retention.
Results Call center volume decrease. Gained confidence in healthcare information. Increased new subscribers and Gained customer retention.
User self support tool
Challenge Create applications that users can serve themselves instead of calling customer service. This including, HSA and VSA options and current balances.
Goals Decrease Call Center volume and ensure Users benefit by spending less time and having less frustration via simple and easy to use processes and tools.
My Role Design user experience by creating visual distinction between HSA and VSA savings accounts, while adding deductible and current balances for your plan.
Research Research centered around simplifying distinction between HSA and VSA savings accounts. User centered research for effective chart graphing and accessibility.
Insights Using accessibility to created better distinction in graphing. UX centered writing to explain the differences. Charting the deductible further explains the relation to saving accounts.
Problem Users would like Savings and Deductibles debts and balances included into a single easy to understand chart. Pain points centered around users confusion between HSA and VSA savings accounts. Adding the deductible created further confusion and need to be addressed.
Solution Empowered users to manage their own health savings plans Deductible was automatically calculated and visualized associated with HSA User was more confident and knew what coverage they had and how much visit would cost.
Plan based custom content delivery
Challenge Deliver customized content based user and plan, based on unique user login to determine content served.
Goals Deliver customized messaging and relevant content based on individual users needs and specific heath plan.
The Problem There are hundreds of medical insurance plans with an array options with a potential of thousands of pages of content. Users are overwhelmed and confused with the amount of choices and options. Marketing is too broad and needs to deliver customized content.
Solution Serve customized content of the Users Specific Plan based on login preferences.
Results Unique content condensed and simplified based on Users Plan at login. User unique marketing delivery of related Health insurance Plans. Market directly to client instead of to the masses. Add customization options to the users plan to fit their needs.
