Delivering User-centered Design Across a Complex Digital Landscape for BCBSMA

As part of a larger, multidisciplinary team, I worked closely with developers, BCBSMA’s internal marketing and design teams, and executive leadership to define and align user needs with digital strategy. Each user group had distinct requirements, so we conducted deep user research, prototyping, and iterative design sessions to ensure each product met its respective goals. Prototyping was key, allowing us to refine and drive requirements before adding high-fidelity creative elements. Throughout the process, we maintained a consistent design language across all platforms to ensure cohesive and user-friendly digital experiences for each audience.

The Approach

Blue Cross Blue Shield of Massachusetts (BCBSMA) embarked on a multi-year, multi-million dollar digital transformation to overhaul its entire ecosystem. With distinct user groups—members, providers, brokers, and benefits coordinators—BCBSMA needed to ensure a unified, intuitive user experience while addressing the unique needs of each stakeholder. The challenge was to deliver a consistent UX across multiple touchpoints in a fragmented and complex healthcare environment.

The Result

• Unified UX Framework: Successfully implemented a cohesive design system across all constituents (members, providers, brokers, and benefits coordinators), improving consistency and ease of use.
• Improved User Satisfaction: User-centered designs resulted in higher satisfaction rates and increased engagement across all platforms.
• Seamless Cross-Platform Experience: Delivered a unified digital ecosystem that provides a seamless experience across various devices, benefiting all stakeholder groups.
• Efficient Prototyping: Used rapid prototyping to streamline the development process, reducing costly revisions and ensuring alignment with business goals early in the design phase.