A more human health insurance experience
I led a team of designers, content strategists, and researchers in the redesign of the authenticated member portal, including all-new experiences for key features and a new look and feel utilizing design system components.
What we did
Our goal was to build a more human health insurance experience – meeting members where they are and surfacing what they need most – by cutting down the noise and improving organization.
We also began introducing our design system components – which first appeared on the public website – into the authenticated space for a more seamless customer experience.
My role:
Led a consumer-facing experience design team of designers, content strategists, and researchers in the redesign of our authenticated member portal.
Led the creative direction of how our design system components show up in the portal, ensuring consistency across experiences.
Provided feedback to product and IT teams during the development phase prior to launch.
Before
After
A more seamless digital experience
Public website
The public website got an overhaul from the ground up in 2023 with the introduction of a content management system and a new user experience, utilizing components that would later evolve into a new design system.
Login
The login experience was revamped in 2025 for a smoother experience and improved security, and also utilizes the design system components.
Member portal
Now when members log in, they have a seamless end-to-end experience. Not only does the portal utilize the on-brand design system components, it also improves findability and ease of use.
Lunch-and-learn demo
Partnering with our product leaders, I presented at a digital strategy lunch-and-learn where we outlined the “why” behind the redesign, demoed a prototype of the redesigned portal through the story of a mother and daughter, and shared next steps for implementation.
The lunch-and-learn garnered over 230 attendees, making it the most attended lunch-and-learn to date.
Blue Cross NC’s digital experience ranks #4 in JD Power overall customer satisfaction
“The U.S. Healthcare Digital Experience Study, now in its third year, measures satisfaction across five factors (in order of importance): visual appeal; navigation; information/content; speed; and telehealth.”
