Guiding Members Toward Better Well-being
Helping members stay informed and take action on their health
My Contributions
Defined clear UX goals by translating research insights into actionable design priorities
Prototyped early concepts in Figma to spark alignment and accelerate decision-making
Co-led user testing to evaluate design options and uncover user behavior patterns
Iterated on MVP designs to balance clarity, engagement, and accessibility across stakeholders
Delivered a scalable, accessible homepage experience that laid the foundation for future health messaging
My Role & Team
Solo UX Designer (me)
1 UX Researcher
1 Product Owner
4 Developers
Timeline
5-month project, Launched April 2025
Product
Mobile & Web of My Health Toolkit (Member Portal)
CONTEXT
Preventive care keeps members healthier and reduces long-term healthcare costs.
As the largest health insurance provider in the state, BlueCross BlueShield of South Carolina serves over a million members.
Preventive services, such as screenings and early care, lead to better health outcomes and fewer serious issues down the road. This not only helps members, it also lowers long-term healthcare costs for the company.
BEFORE
Members often miss important health information and aren't fully aware of their plan benefits.
Important health messages were available in the portal, but had low visibility and were often missed. Many were buried in inboxes or tucked away in the message center. Meanwhile, benefit details were scattered across multiple pages, making it hard for members to understand what they were eligible for This led to missed opportunities for preventive care and underuse of valuable plan benefits.
Before
Low visibility: Important messages were often overlooked.
AFTER
Launched a personalized 'Top Action Items' section to drive timely engagement with preventive care.
USER PROBLEM
Missing or buried messages make it hard to stay informed and take timely action on health and benefits.
User Goal
Business Goal
Easily find and act on important health information and benefits without needing to search through emails, texts or multiple pages.
Increase member engagement with preventive care and plan benefits helping improve health outcomes and reduce long-term medical costs.
How might we help members stay informed and engaged with their health benefits so they can take timely action and get the most from their plan?
3 goals to guide design choice
To ensure the design stayed aligned with user needs and business objectives, I defined 3 clear design goals to guide decisions throughout the project.
EXPLORATIONS
Early Brainstorming
I sketched 5 rough concepts in Figma to spark early collaboration with stakeholders and align on an initial design direction.
EVALUATING CONCEPTS
Each concept had unique strengths, so I collaborated with a UX Researcher to test and make informed, data-driven decisions.
Direction 1: Top Action Items
Direction 2: 'Recommendation for you' Section
After user testing and internal discussions, we decided to implement both directions, but prioritized Direction 1 for MVP 1 to deliver quick impact, while planning Direction 2 for future rollout.
Direction 1 highlights immediate, high-priority actions to help members take quick steps toward better health. Direction 2 encourages deeper exploration and long-term engagement. We launched Direction 1 first to create early value and establish a foundation for Direction 2, which is currently in progress.
SOLUTION / FINAL DESIGN
Designing across touchpoints
To improve message engagement, I led design updates across key surfaces including the homepage, Message Center, and message detail views on both desktop and mobile. I collaborated closely with product and engineering partners to deliver a consistent, scalable experience that works across devices and touchpoints.
REFLECTION
Moving Forward Through Uncertainty
Early on, I felt stuck due to unanswered questions. But after talking with stakeholders, I learned it’s better to put rough ideas on the screen even if they’re guesses to spark feedback and momentum. This approach helped unlock feedback and kept the project moving forward, rather than waiting for perfect clarity. I also learned to start with the big picture, then break it down into smaller, actionable steps for phased releases.
IMPACT
From Redesign to Scalable Solution
While quantitative results are still being collected, the redesign aimed to improve message visibility and encourage timely engagement with important health actions.
Leading in-person user testing at the BCBS Summit
