Blue Cross


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.     

Poor Analytics


Hard to Find Info

Not Accessible


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

Design Process

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.

information architecture workshop and activity

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.

Building Style-Guide



Information Architecture

Colors & Accessibility

Web Components


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

Lessons Learned

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.


Thanks to These Design Tools

Other Case Studies

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for Disney

Credits: for mockups and some assets to build my portfolio 

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