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BlueAnswers: Heathcare Self-service tool

FLORIDA BLUE

THE BRIEF

Provide Florida Blue (a Blue Cross Blue Shield affiliate) members and prospective members with a simple experience to help answer priority healthcare questions in a quick and easy-to-understand way.

THE SOLUTION

Developed an unauthenticated, branded self-service experience that was built on the foundation of six simple-to-understand categories.  The experience uses an analytics-driven feature to serve up top trending topics for first-time users, built on a flexible CMS to allow for instantaneous updates to keep content fresh and up-to-date with an everchanging healthcare landscape. 

The experience was recognized by senior leadership to provide impressive annual savings in preventable ER visits, remains in the top 40 searched experience on the site, and is the leading content driver for Florida Blue's SEO improvements.

ROLE

Concept

Creative Direction

Product Management

Experience Design

The design for the experience was based on the principle of a simplified choice selection.  Centered around six simple-to-understand categories, the content would be short, easy to digest, and provide a path for the user to take the next best steps.

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Brand Design Exploration

Starting with customer research, we gathered detailed customer needs and top descriptive keywords.  Further customer surveys revealed the final decision on naming and then I designed several modest concepts for leadership review and critiquing.

NEWS
LETTER

THE BRIEF

Effectively inform and update the Florida Blue enterprise of the Customer Journey team's projects, research, and performance on a standardized cadence.  This communication must be easily digestible while providing the capability for the user to get access to more details.

THE SOLUTION

I produced a quarterly e-newsletter to inform and celebrate the Custom Journey team's accomplishments with the larger Florida Blue enterprise.  Designed following the Florida Blue brand guidelines, wrote all of the content from top to bottom, and maintained the CMS database where all long-form content and additional informational materials live.

ROLE

Concept

Creative Direction

Design

Copywriter

E-newsletter Layout & Design

Each newsletter is designed with a zigzag layout to improve readability, and each piece of artwork is created specifically for each component to ensure weighting with content.

Copy is written in a playful tone of voice and uses layman's terminology to allow for a larger audience read.

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