Design leadership for a major health insurer
After helping to build and launch a new public website from the ground up and laying the foundation for a brand-new design system, I now lead an experience design team focused on customer-facing digital experiences.
Public website redesign
The old site did not have a content management system, so updating content meant development work was needed.
The information architecture made the site difficult to navigate.
What we did:
The new site was built in Adobe Experience Manager, which meant pages could be updated easily for optimization.
A new information architecture and navigation allowed us to deliver information more intentionally.
Newly designed components modernized the site and later evolved into a new design system that would span across experiences.
Before
After
Outcomes
Within the first few months, we saw promising results.
12%
increase in organic traffic
40%
increase in overall site traffic
“You might start with something that’s pretty good, but it really comes alive and finds new potential after tapping into this team’s expertise.”
– E.P., Digital Strategy Manager
The public website continues to evolve
In 2025, the site adopted a new look and feel to align with the rebrand of Blue Cross NC.