Menu

Menu

Menu

How I led design updates and a navigation redesign that helped increase user satisfaction scores by ##%.

How I led design updates and a navigation redesign that helped increase user satisfaction scores by ##%.

Blue Cross Blue Shield is one of the biggest health insurance companies in the U.S. Their Federal Employee Program, or FEP, covers over 50% of the 8.3 million American federal workers and retirees around the world.

When they asked us to improve discoverability and get more USPS workers to sign up, we came up with bold solutions.

Client

Blue Cross Blue Shield Federal Employee Program

Duration

January 2024 - April 2025

Website

fepblue.org

Services

Wireframes, Prototypes, Journey Maps, Design Systems

My Role

Lead UX Designer

The challenge

Shopping for health insurance isn't a fun time, especially when you're not tech-savvy.

Most of FEP's customers are retirees who wanted the navigation to align with the way they shop.

We knew how they should shop, but it was time to conduct user interviews and hear about how they actually shop for health insurance.

Shopping for health insurance isn't a fun time, especially when you're not tech-savvy.

Most of FEP's customers are retirees who wanted the navigation to align with the way they shop.

We knew how they should shop, but it was time to conduct user interviews and hear about how they actually shop for health insurance.

We interviewed a few of them, as well as younger FEP members who are still working, before we redesigned anything. Our findings weren't great: users were struggling to find important information that's relevant to them, such as prescription coverage and the Medicare process.

Lorem ipsum

My first objective

We had tons of ideas to visualize and pain points to solve, but our team was stuck with decision paralysis.

a

We had tons of ideas to visualize and pain points to solve, but our team was stuck with decision paralysis.

a

Lorem ipsum

Lorem ipsum