Rebrand and redesign of Premera.com
Goal: At Premera Blue Cross we are on a mission to make health insurance work better by simplifying a notoriously complex landscape for our users, building trust along the way. This project was focused on rebranding the website to support the new brand updates for Premera.com
Opportunities for improvement
With very minimal development resources alotted, updating the website with fonts, colors and photography to align with a new brand identity
Migration from Bootstrap to Material Design, page layout redesign based on user research and testing, information architecture overhaul
3. Accessible website
Improve site accessibility (WCAG 2.0AA) with color contrast updates and page structure fixes that improve the experience of those using assistive technologies
Research & analysis
I did the analysis of competitor colors, page hierarchies and featured content in order to understand how Premera compared.
Many site pages contain content owned by various stakeholders at Premera. Our hypothesis is that our testing will prove that we'll need to make major changes, sometimes omissions, to better support user goals.
Development resources are prioritized on projects throughout the rest of 2017. Any support we needed would need to be restricted to CSS updates or could be done through our CMS and we need to leverage existing Bootstrap components
I tested brand updates and minimal page layout changes against top tasks both on the original site as a baseline as well as the rebranded site with minimal layout changes. The goal was usability would remain as-is or better.
Old smaller fonts, old (orange!) links, multicolored bars in the right rail, stock photography, beige background, grey prime navigation bar
Updated fonts, colors, link styles, accessibility improvements and cards added to help users accomplish their top tasks.
How I measured the success?
1. Tested new design against new brand attributes
2. Picked the winner prototype by performing A-B test with baseline test
3. Passed the accessibility WCAG 2.0 AA web standards