Introduction
Blue Cross Blue Shield Association, a prominent healthcare conglomerate and insurance company, manages the fepblue mobile app, catering to 5.5 million US federal employees covered by the Blue Cross Blue Shield Association. User surveys revealed that the app faced significant usability challenges and failed to meet several accessibility standards. To address these issues and elevate user engagement and overall app use, Blue Cross Blue Shield Association enlisted the expertise of Optimity, a leading design consulting firm.
Challenge
The primary challenge faced by Blue Cross Blue Shield Association was the subpar user experience offered by the fepblue mobile app. Usability issues hindered seamless interactions, leading to user frustration and a decline in app usage. Moreover, the app's failure to meet accessibility standards posed a significant barrier for individuals with disabilities, limiting their ability to access critical healthcare information and services.
Solution
To tackle the app's usability and accessibility challenges, Optimity proposed a design thinking workshop for Blue Cross Blue Shield Association. The 6-month-long program involved 50 designers and leaders from various business units within the organization. The primary objective of the workshop was to create a heightened understanding of accessibility and user experience requirements among product leaders and developers.
Implementation
The design thinking workshop commenced with an in-depth analysis of user survey data and feedback to identify pain points and areas of improvement. Optimity facilitated engaging exercises, such as empathy mapping and persona development, enabling participants to develop a deeper understanding of their users' needs and experiences.
Throughout the program, participants engaged in iterative design improvements, applying design thinking principles to address the app's usability issues and enhance accessibility. They collaborated across business units, fostering a cross-functional approach to problem-solving. Additionally, they were exposed to best practices in user experience design and accessibility, learning how to create an inclusive and user-friendly app.
Results
The design thinking workshop conducted by Optimity had a transformative impact on Blue Cross Blue Shield Association and the fepblue mobile app. The organization witnessed an increase in awareness and prioritization of accessibility and user experience requirements among product leaders and developers.
A significant outcome of the program was the empowerment of the participating leaders. Equipped with newfound knowledge and insights, they took the initiative to educate their respective teams on accessibility best practices. This cascading effect played a pivotal role in fostering a culture of inclusivity and user-centric design throughout the organization.
App Design Iterative Improvements
In addition to raising awareness, Optimity provided Blue Cross Blue Shield Association with actionable recommendations for iterative app design improvements. These proposals were based on insights gained from the design thinking workshop and user feedback. The iterative improvements were aimed at streamlining the user journey, simplifying navigation, and enhancing the app's overall visual and interactive elements.
The implementation of the iterative design improvements led to a marked enhancement in the app's usability and accessibility. Users reported increased satisfaction with the app's intuitive interface and seamless navigation, resulting in a notable upswing in engagement and overall app usage.
Conclusion
Through the collaborative efforts of Blue Cross Blue Shield Association and Optimity, the fepblue mobile app underwent a significant transformation. The design thinking workshop successfully instilled a deep understanding of accessibility and user experience requirements among product leaders and developers. As a result, the app now offers a more inclusive and user-friendly experience to millions of US federal employees.
By prioritizing accessibility and user experience, Blue Cross Blue Shield Association gained a competitive advantage in the healthcare insurance industry. The organization's commitment to improving user satisfaction and addressing the needs of all users exemplifies its dedication to providing high-quality healthcare services to its members. The success of the program serves as a testament to the importance of design thinking in creating accessible and user-centric digital solutions.
