Healthcare Management App
Native iOS Mobile App
As a UI/UX Designer at Blue Cross Blue Shield of Nebraska (BCBSNE), a private health insurer, I was hired to assist with the design of a new mobile app that enabled its members to search for providers and compare healthcare costs.
The project then grew to include features like a health age survey and the ability to manage insurance benefits and claims. My focus was on the design of these new features for the iOS mobile app.
UX Research, UI Design
Blue Cross Blue Shield of Nebraska (BCBSNE)
2018 - 2019
Process
My team regularly conducted focus group-style user interviews to get hands-on feedback from BCBSNE’s members. We would also shadow customer service representatives to get a better idea of the most common questions members were asking. I began to understand their pain points with the current app and their expectations for the new planned features.
Users loved the main feature of the app, which allowed them to connect their BCBSNE health insurance plan and comparison shop for medical procedures in their local area. They also loved how easy it was to search for in-network providers, see detailed information about them, and contact them directly to schedule appointments right from the app.
Users also wanted an easier way to understand their health insurance benefits and gain a more detailed view of how their claim amounts were broken down. These were new features to be added to the app, and these comments were excellent validation that we were heading in the right direction.
They also liked the wellness features of the app, like the health age survey, which asked ~40 questions about a user’s lifestyle and medical history to determine a user’s overall health and wellbeing. Users were then shown tips on how to improve their score.
The main pain point users reported was the initial “double-login” that was required to log into both the app itself and also log into their BCBSNE account to connect their insurance plan. A planned SSO option and the ability to complete this step during onboarding would eventually alleviate most of those concerns.
Overall, this pro-active approach to healthcare was very well received by users and they were excited for the new features to be released.
Solutions
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App Login
Intuitive login design with Single Sign-On options
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Service Search
Search interface allowing users to compare healthcare services
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Provider Detail
Detailed provider information including cost estimates, recognitions, and patient reviews
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Insurance Benefits
Simplified view of benefits with spending accumulators and insurance cards
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Insurance Claims
Actionable view of claims with filters, detailed statuses, and payment options
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Health Age Survey
Survey of health and lifestyle questions that allows users to compare their health age vs. their calendar age
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App Settings
User friendly list of app settings and other miscellaneous features
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Errors
General error screens that attempt to inform the user of what went wrong and offer an alternative action
Outcome
The app’s adoption rate gradually increased after updating the initial design and with the addition of each new feature. These changes contributed to a 24% increase in app ratings, demonstrating clear customer satisfaction. It became popular with BCBSNE’s members as a valuable tool to make informed healthcare decisions.
A few months later however, a change in senior leadership at BCBSNE resulted in the project ending, the app being pulled from app stores, and any remaining employees being reassigned to other projects within BCBSNE.