BLUE CROSS BLUE SHIELD OF MICHIGAN
Blue Cross Blue Shield of Michigan operates as a silo outside of the Blue Cross Umbrella. We were tasked to make their current experience responsive site—so naturally, we revamped their digital language and platform.
THE ASK
Provide a premium experience for every visitor to bcbsm.com by transitioning to a fully responsive and modern digital presence.
OUR SOLUTION
A unified, consistent experience across platforms that inspires decisive progress and resolution for all people within each segment.
THREE THINGS WE DESIGNED FOR
Multiple Segments with Diverse Needs
Longevity & Consistency
Modern Digital World
01
Perceptive design solutions enable us to provide the right content to the right people. Therefore, we designed and tested two concepts: one action focused (leading with the most common tasks to expedite navigation for the widest variety of users) and one segment focused (starting with segment selection ensures users are presented with content tailored to their specific user needs).
Multiple Segments with Diverse Needs
Testing Concept 01 | Action focused
Testing Concept 02 | Segment Focused
02
While user experience is our priority, we also needed a system built for content creation and maintenance. Page sections are structured for consistency across audiences
Consistency & Longevity
Landing Page
Segment Page
Category Page
Detail Page
03
From start to finish, we optimized our visual language for a cohesive, elevated brand experience. Our design was high performance, optimizing our site through use of Roboto (web font), B&W Photography (consistent look and feel across the brand and the ability for them to continue using their photo library), solid color fills (vs large images). Font colors were checked with AA accessibility.