Public website redesign 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.
What we did
We moved three separate websites onto one platform to provide one consistent user experience.
My role:
Led two designers and a team of content authors in the UX and visual design of the new site.
Led creative direction of brand-new components that would later evolve into Blue Cross NC’s first-ever internal design system.
Established design patterns that could be implemented across pages.
Improved the UX across key experiences and pages.
Performed QA for every component and page before going live.
Before
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.
The site felt very heavy and the organization of content was not aligned with the journeys of our users.
After
The new site was built in Adobe Experience Manager, which meant pages could be updated on the fly 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.
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. Having a design system in place made this update a relatively straightforward shift.
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.”
