Duration & Team
Actively communicated with cross-functional teams such as marketing, brand, print, customer service, content, mobile, and technical to understand the issue and possible long term design solution.
Let's make it customer-centric
Created a plan to gather information for such a large site
Let's bring everyone on the same page
Let's reach out to actual customers and gather feedback
Follow the new brand guidelines exactly to create a user-friendly experience
Image Credit: @Google
I wanted to start reviewing Google Analytics and WebTrends to understand user behavior and site traffic. This gave me the next step to prepare site page reports and worked with the team to identify what's needed and removed.
Site Audit and Analysis
Understanding the Problem
Call volume was higher than expected because users are unable to find the information. The brand suffered from trustworthiness based on NPS score results. I found the following major issues based on initial research and site audits.
Started with Information Architecture
Search is not a part of the current site so we wanted to make sure that users find what they are looking for easily and faster. We looked at our data set, industry standards, financial websites, and competitor's websites to start with. We designed some card sort activities, chalkboard study, 5 seconds test and more.
Collaborated with Brand Team
Some brand guidelines came from Blue Cross Blue Shield Association (BCBSA) at first and since Premera is an independent licensee they allowed flexibility to have its own identity. An agency helped to create some rebranding and following that guideline was the starting point for us.
Started Working on Style Guide
In order to build the user-centric user experience, we needed to build a solid design foundation. There was some limitation using the bootstrap responsive framework. As a large organization, we needed a well designed and open-source design system that can unite brand, style, interaction, UX best practices and design principle in one.