Client
Regence Blue Cross

Overview
The Challenge
Support calls regarding the sign in experience had been high over multiple quarters. There were backend issues locating the member's correct account information with a nearly 25% failure rate, and the UX didn't match user expectations. Users were either confused, or unable to establish login credentials, and required assistance. Speaking to a support representative was the only option.
What I did
Research: Interviewed volunteers from member services, reviewed call recordings, and existing data to define the problem. Collaboration: Worked with engineering team to overhaul the backend and deliver more accurate results. Communication: Presented findings to stakeholders across the organization and shared low fidelity prototypes. Kept decision makers in the loop, responding to their feedback, and ensured buy-in at every step. Testing: Built high-fidelity prototypes for moderated usability sessions. Design: Iterations, addressed issues with information hierarchy improving discoverability for key elements. Result: Leadership approved the redesign. I worked with project managment to prioritize development and launch.

The Result
Drove a 22% decrease in customer service calls over three months. Boosted account creation success by 25%. Received positive feedback from users and internal teams highlighting ease of use.

