Blue Cross Blue Shield is a long-standing insurance agency in Michigan. As part of their provider experience team, I was tasked with leading the redesign of a legacy website that was in need of an end-to-end content and design refresh to bring it up to current web standards.

As design and technical lead, I utilized a vast network of provider insight and surveys to analyze current site usage, develop a new site name, look and feel.

I developed a filtering system to clearly delineate content, a card-based system to organize complex pages, and implemented a site-wide search API, as well as unique styles all while adhering to WCAG AA standards of accessibility.



Using contemporary web design standards, I brought a website from 2016 into the modern age, with accessible standards that meet WCAG AA guidelines, large icons and content organization that follows a logical, procedure-based navigation as opposed to the previous vendor-based organization.

Collapsing the separation between Blue Cross and Blue Care Network required a carefully planned content strategy that I led alongside a communications colleage.

Utilizing research gained from a survey I wrote and sent out to the Provider Advisory Research Group, I determined that the original site name "ereferrals.bcbsm.com" confused users, as they believed they were in a software also named "e-referral."

Through this survey, I received feedback that Provider Prior Authorizations more accurately described the content of this site. Additional feedback and user testing found that my simplified wireframes were something that resonated with provider office staff who need information quickly.

CONNECT