The new website reflects more modern brand identity with extensive interactivity
Original Blue Cross Blue Shield website was dated, poorly architected, with limited interactivity
Targeted experiences for each audience right from the homepage
Designing to the vetted conceptual models kept the team from straying during design
Complex layouts made simple using best UI/UX practices
Comparisons are critical to helping members find the plan they need
Journey maps were created from 1:1 interviews
Good documentation was key to staying organized
Task flows are often needed for complex interactions
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