Our first step was to understand the customer segments. BCBS had identified 7 customer segments ranging from young and uninsured to retired and insured. We developed consumer personas so we could design according to different users’ functional and emotional needs and reason to believe in the brand.
We then worked on developing the Business Model for the retail concept. Along with the architect, CEO and BCBS retail group, we considered various combinations of retail community space and sales functions for the space. What came from this exploration was a balance of a community-gathering place centered around wellness and a place to seek information and support for the seemingly complex world of health insurance.
Willoughby then developed a communication platform and theme that was used in designing and communicating the space: Be Well, Be Informed, Be Inspired. The last part, “inspired” is the goal for developing relationships with Blue members that can inspire others. After exploring a range of names from the straightforward “The BlueKC Store” to metaphorical - “LivingRoom” we selected Live Blue. It reinforced the brand, connected to a new Live Fearless campaign and made it more approachable as a lifestyle center instead of a store.
The team wanted an inviting space that didn’t look like a used car sales floor. The architect selected finishes that were clean modern and inviting. Willoughby integrated the iconic Blue Cross and Blue Shield throughout the space in unexpected ways using sports equipment including jumping ropes, skateboards and racquetballs. In order to draw people into LiveBlue we needed to provide a range of events and classes that connected back to the brand. Members and non-members can register for Yoga or Zumba for beginners, or attend seminars on how the new healthcare reform changes.