Client
Regence Blue Cross
Overview
Designed and launched a new sign-in or account creation experience for both web and mobile that focused on increasing user engagement and retention for authorized users.
Role
UX Design
Visual Design
User Testing
The Challenge
Customer service calls indicated user frustration with the sign in experience. They were having trouble getting past pre-authorization and navigating new account creation.
The Solution
Built low, and high-fidelity prototypes, ran moderated remote usability sessions. Iterations, addressed issues with information hierarchy, improving discoverability. Presented findings to leadership, influencing roadmap prioritization. Introduced the refactored experience with an intuitive flow, clear tasks, and contextual help that integrated seamlessly with existing workflows to reduce cognitive load.
The Result
Drove a 22% decrease in customer service calls within three months. Boosted account creation success by 25%. Received positive feedback from users and internal teams highlighting ease of use.
