Optimizing the Mobile Experience for Blue Shield of California
What: Redesigned the mobile experience of blueshieldca.com to simplify navigation, streamline claims and billing, and integrate Telehealth and provider search into a unified, mobile-first platform.
Why: Most members rely on mobile to manage their healthcare, yet complex digital flows caused frustration and increased call center volume. With competitors investing in digital-first healthcare, delivering a seamless mobile experience was essential to improve satisfaction, retention, and growth.
How: Conducted usability testing and competitor benchmarking to uncover pain points and opportunities. Designed mobile-first, responsive layouts with guided claims and billing flows, and integrated Telehealth, provider search, and billing into a unified dashboard. Applied A/B testing to validate new flows and optimize conversion, completion, and engagement.
Insights & Impact: Prioritizing speed and clarity over feature density improved usability and reduced friction. Guided claims and billing flows cut call center volume, driving a 20% cost reduction. Direct Telehealth integration increased adoption by 20–25%, while personalization strengthened engagement, resulting in a 10–15% lift in mobile plan conversions and 5–8% annual revenue growth.
