CLIENT: Blue Cross Blue Shield of Michigan
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.
CHALLENGE: Healthcare should be accessible to everyone, but navigating digital insurance platforms can be frustrating—especially for users with disabilities. Our challenge was to refine the user experience, ensuring the platform met WCAG 2.2 accessibility standards, while also making it more intuitive for all users – the first-timers and the returning members.
user RESEARCH
Pain Points
-Confidentiality with employer
-Difficultly finding a provider under their insurance
-Cost
-Stigma in getting care
Competitive Analysis
Best Practices
- Listing out problems and conditions
- Actionable steps to get help: Get Support, Find a Provider
- Options for getting treatment
- Colorful, friendly comforting imagery
My Approach: Listening to Users, Designing for Inclusion
We started with an in-depth UX audit, pinpointing pain points that hindered accessibility. Using real user feedback and accessibility testing tools, we identified barriers such as poor color contrast, confusing navigation, and screen reader compatibility issues.
From there, we implemented clearer navigation structures, improved contrast ratios, and enhanced keyboard accessibility. We also streamlined form interactions, ensuring a smoother experience for users who rely on assistive technologies to get their educational content.
Site Map Before
Site Map after
Prototyping & Iteration
High-fidelity wireframes and interactive prototypes helped us test real-world scenarios, refining the design through multiple rounds of user testing. The goal? A seamless, frustration-free experience for everyone, regardless of ability.
Wireframes
Sketches
Challenges & Solutions
One key challenge was ensuring accessibility improvements didn’t compromise aesthetics or functionality. We tackled this by incorporating universal design principles, creating a platform that was both visually appealing and highly usable.
Another hurdle was balancing compliance with practicality. Instead of just checking boxes for accessibility standards, we focused on real user needs, making thoughtful improvements that had a tangible impact on usability.
after
Before
Results & Impact
- Increased accessibility compliance, aligning with WCAG 2.2 standards.
- Higher engagement rates, as users found it easier to navigate the platform.
- Improved user satisfaction, with feedback highlighting enhanced ease of use.
Lessons Learned & What’s Next
This project reinforced the power of user-centered, accessible design. By listening to real users and making thoughtful, inclusive improvements, we created a more welcoming digital experience for all.
Moving forward, these insights are shaping our approach to accessible UX, ensuring that every project we take on prioritizes clarity, usability, and inclusivity from the start.