Florida Blue

Project overview

Company

GuideWell

Product Owner

Florida Blue

Date

2024

My Role

Information Architecture
Interaction Design

Design Tools

Figma

Axure RP

Adobe Photoshop

UX Deliverables

Information Architecture
Low fidelity Interactive Prototype/Wireframe
High Fidelity Mockup Design

Introduction

Florida Blue’s member portal is a crucial channel for the organization, user feedback is constantly sought to help improve customer experience. The Find Care experience is one of the most used section of the site. This project involved improving the search results pages, based on user research.

Design Problem

Enhance the Find Care search results to help differentiate ancillary health services (Dental & vision) from surgical or medical

Design Process

Project kickoff discussions with the product team – product owner, business analyst and stakeholders who provided insight into how the Find Care Experience is structured. Internal and external analysis of similar user flows. Brainstorming solution ideas with other UX/UI design team members. Initial wireframes discussed during design review sessions. Final UI design presented to the project team.

User Research

Florida Blue portal user types ranges from health service providers, sales agents to insurance plan subscribers.

Personas

The following personas were developed to create more empathy with Florida Blue members and subscribers

User Flows

Find care user flow for members

Information Architecture

Creating an information architecture for Find Care enabled me to have a clear context of the use cases.

Design Solution

I utilized my skills in UX Design and Wireframing to revamp the website. I used Figma to design and develop a user-friendly responsive solution including native mobile platforms.

Desktop UI

A few sample UI mockup screen designs can be seen below. Florida Blue’s brand colors and design system have been leveraged to create a familiar yet improved user experience.

Cost Estimate: step-1

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Native Mobile UI

Florida Blue has adopted a “mobile first” design philosophy, resulting in a more streamlined user experience.

Find Care Provider-of-Choice

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Credits and Sources