Overview
This project was a full digital brand refresh for Blue Cross Blue Shield of Massachusetts, reimagining the website, the member-facing app, and the surrounding app store presence so the brand felt less like a distant insurer and more like a partner members could trust. A central focus of the work was simplifying an experience that had grown bloated and difficult to navigate over time.
Problem
Like many long-standing healthcare brands, BCBSMA's digital presence had grown in a piecemeal way — content was duplicated across pages, navigation was inconsistent, and the sheer volume of pages made it hard for members to find the information and care they needed in moments that mattered. The challenge was to modernize the brand's face without losing the trust members already associated with it, while making the experience radically simpler to use.
Role and Responsibilities
As UX/UI Lead, I worked across agency partners, internal departments, and accessibility experts to define and build the new face of the brand. I led stakeholder workshops to make sure every team — and ultimately every member — could find the information and care they needed. One of the most significant outcomes of this work was removing more than 100 pages of redundant or outdated content from the previous site, condensing it into clear, easy-to-digest experiences.
Approach
Because so many departments had a stake in the site's content, the first phase focused on alignment: auditing the existing site page by page, identifying what was redundant, outdated, or simply hard to find, and building consensus among stakeholders about what could be cut, combined, or rewritten. Accessibility was treated as a first-class requirement throughout the process, not an after-the-fact audit, given the diversity of BCBSMA's membership.
Key Challenges
Aligning many stakeholders, each protective of their own content, around an aggressive simplification effort.
Cutting page volume by more than half without losing information members actually relied on.
Designing for accessibility across a broad, diverse membership base as a core requirement, not a checkbox.
Results and Impact
The refreshed site delivered on both the simplification and accessibility goals set out at the start of the project, while also closing real gaps in the kind of support members could get online without picking up the phone.
Page count reduced by 80%, cutting the previous site down to a fraction of its original size and making it dramatically easier for members to find what they needed.
Achieved ADA-compliant accessibility standards across the new experience, ensuring it worked for BCBSMA's full, diverse membership base.
Added previously unavailable self-service forms (such as tax forms), reducing the volume of support calls for routine requests.
This project reinforced how much of brand work in regulated, complex industries like healthcare is really about subtraction — finding the confidence to remove what isn't serving people, even when every page has an internal champion. The cleanest, most trustworthy experiences are often the ones with the least left in them.