Leading BCBS Health Insurer
Redesigning a Member App to Build Trust and Satisfaction
What if...your health plan’s mobile app could build trust, drive engagement, and support better health outcomes?
Improve the App, Empower the Member
Our client, a large Northeast U.S. health insurer, needed to reimagine its outdated mobile app with a modern user-friendly interface to better support its members’ healthcare journeys.
The comprehensive redesign needed to drive key outcomes:
For Consumers:
- Simplify the app’s UX
- Ease access to key tools and resources
- Ensure consistent support
- Improve engagement
- Build member confidence
For the Business:
- Prioritize features based on what members want and use the most
- Streamline development
- Simplify required maintenance
- Boost app store ratings
Member Voices and Business Needs Guide the Way
Our comprehensive program included multiple strategic and technical components.
Foundational research and past client studies illuminated member priorities and needs. We expanded on these insights by conducting stakeholder interviews across the organization to help us assess opportunities for improvement and define a strategy for the app’s development and release. We also considered business requirements and technology constraints to ensure the app met all necessary standards.
Build Smarter, Move Faster
We leveraged Agile delivery best practices and modernized the data and platform to build a robust, scalable foundation. Collaborative product-oriented delivery (POD) teams led key aspects of the app’s creation. This workflow increased development cohesion and ensured all parts of the app worked well together.
Our design strategy prioritized member needs. We conducted audits and applied UX best practices to ensure the app remains intuitive, attractive, and user friendly. We prioritized frequently used features and worked on an accelerated release timeline. Integrations and APIs were crucial for the app’s functionality to allow it to connect seamlessly with existing systems.
Our robust quality assurance approach automated approximately 95% of post-sprint regression tests, ensuring high-quality releases. We also implemented DevOps and DevSecOps practices to execute automated builds and deployments, further enhancing efficiency. The development process included a staggered rollout to manage risk and ensure a smooth transition for users.
Our robust quality assurance approach automated approximately 95% of post-sprint regression tests, ensuring high-quality releases.
Results
Launch with Confidence, Lead with Experience
We successfully launched the app within eight months, providing an optimized digital experience that quickly gained traction, and we continue to iteratively develop and launch new features and improve the app experience. This rapid development is crucial in maintaining a competitive edge in the health insurance industry.
The improved design and functionality led to better feature-level performance and transparency, allowing users to navigate and access important information with greater efficiency and ease.
Our solution enabled the health insurer to provide a trusted resource that empowers members to more-confidently navigate the healthcare journey.
From a business perspective, the app’s enhanced UX, increased engagement, and improved performance metrics contribute to a stronger competitive standing.
Members, partners, and internal teams now benefit from a more reliable, efficient, and user-friendly app experience, ultimately supporting greater efficiencies for the business and better health outcomes.
