CLIENT: Blue Cross Blue Shield Health Care App
ABOUT: Blue Cross Blue Shield offers provides health insurance in the United States to more than 115 million people. They offer a personalized approach to healthcare based on the needs of the communities where their members live and work. BCBS was aiming to enhance its mobile app for better accessibility, engagement, and user satisfaction.
CHALLENGE: The Blue Cross Blue Shield app was functional but lacked a truly seamless mobile experience. Users found navigation clunky, information difficult to access, and interactions unintuitive. Our challenge? Redesign the app to be responsive, user-friendly, and engaging across all mobile devices while ensuring accessibility and ease of use.
My Approach: A Mobile-First Redesign
To create a smooth and intuitive mobile experience, we started by conducting user research, identifying pain points, and mapping out key user journeys. From there, we implemented a mobile-responsive design, ensuring that users could easily access their health information whether on a smartphone, tablet, or desktop.
Key improvements included
-Streamlined navigation, reducing the steps needed to access important features like claims, benefits, and virtual care.
-Enhanced accessibility, aligning with WCAG 2.2 standards to support users of all abilities.
-Mobile-optimized interactions, including larger touch targets and simplified forms for easy input on the go
Prototyping & Iteration
Using interactive prototypes, we tested different layouts and functionalities with real users. Their feedback guided design refinements, ensuring that the final product was not only aesthetically pleasing but also highly functional and easy to use.
Challenges & Solutions
One major challenge was ensuring consistency across different devices while maintaining performance. We tackled this by implementing adaptive UI components that adjusted seamlessly to various screen sizes without losing usability.
Another hurdle was balancing security with ease of access. Users needed quick access to their health data but also required strong protection. By incorporating biometric authentication and secure login flows, we achieved both security and convenience.
The Impact
-Increased Engagement – Post-redesign, user retention improved with a significant boost in daily active users.
-Faster Access with a reduction in time spent searching for critical health information.
-Increase in satisfaction scores for usability and design.
What I Learned & What’s Next
This project reinforced the importance of mobile-first design in healthcare applications. By focusing on user-centric improvements, we made critical health services more accessible, efficient, and user-friendly.
Going forward, these insights continue to shape my approach to designing seamless, engaging mobile experiences that prioritize accessibility and ease of use.