Research, Information Architecture, Illustrator, Lead UX & Visual Designer
Duration & Team
May 2016 - Mar 2018
3 UX Designers, 4 Front-End Devs, 2 Technical Lead, 5 Analyst
Understanding the Problem
New leadership's mission statement and its vision identified the need for re-branding and re-designing the digital experience. In addition, the current web presence is not customer-centric from research findings. Not having enough or missing important information online leads to numeric customer calls.
Meta data & tracking for SEO, analytics, and web user behavior was poor
Major inconsistency with icons, call to actions, interaction flows, page templates and style guide
Hard to Find Info
Poorly structured information lead users to frequent customer center calls
Website was not designed for WCAG 2.0 AA accessibility standards
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
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.
Design Critics and Illustrations
I also worked with the brand team's graphic designer as well mobile team's visual designer to come up with a fine set of illustration library
Measure of Success
Customer satisfaction score for a website
Current: 7.0 vs. New: 8.7
SUS: System Usability Success passing store
Current: 65 vs. New: 85
Web Accessibility Standards
Current: None vs New: WCAG 2.0 AA
Brand attributes QC tested and validated with the team
Communicating with tech team early on and getting them on board
Creating team channels and keeping key team players in loop all the time
Understand technology and constraints, however, be an ideal user advocate
Think big, have patience, leave the desk , go for a walk, and keep calm
Successfully delivered a robust digital style guide with required redlines working closely with the tech delivery team. The design supports WCAG 2.0 accessibility guidelines. Premera started working with a tech partner to deliver designs in the beta version and eventually plan to sunset the old portal.