I was the UX Lead on key public-facing experiences for Regence Blue Cross Blue Shield, which is operated by the Health Insurance giant of the Pacific Northwest, Cambia, spanning 4 states and 3 million members. My work impacted people on a daily basis, often when at their most vulnerable, and I took that seriously.
The company has been around for a very long time, and as is common for human institutions, it had legacy systems in place that impeded modernization and required clever solutions. There were many stakeholders on every project, including brand and legal, and they all needed to be treated with equal importance.
How do you prioritize when every stakeholder's needs are the top priority? It's all in the timing of deliverables and establishing trust. Design approvals start long before any project. Building relationships is essential.
I improved the member experience by refactoring online claims to be focused on user needs. I was able to untangle online payments and overhauled registration and sign-in. Users won't get to see cool new features if they can't get past registration.
Claims UX: Nail the basics and address user needs
Reducing steps wherever possible
Clean and intuitive mobile experience
What do you prioritize when every stakeholder's needs are the top priority?