Horizon Blue Cross Blue Shield Mobile App

View your claims, pay your bills, find a doctor, video call with a doctor, print and download I.D. cards, find medical resources and more.

Overview

In a consumer-driven world, it’s time to deliver healthcare in the palms of your hands with 24/7 access and an unparalleled, intuitive user interface. Significantly enhance the member experience through active on-boarding and delivering ongoing convenience with Zipari’s Mobile App.

The goal of the app was to be intuitive and informative enough to significantly reduce patient calls to insurance service centers which reduce costs and errors through predictive analytics. It was also designed to influence healthy behaviors through optimized next best action recommendations based on the value of a goal and members preferred form of communication.

Usability Testing and Focus Groups

Health insurance is a complicated space with one of the lowest customer satisfaction scores compared to other industries. In-depth research was very important for this project. I had worked on the responsive desktop designs for Horizon Blue Cross Blue Shield’s member portal and was able to utilize my experience from that project. I was able to leverage data analytics and relevant user testing video’s to make a better mobile experience.

We had the privilege of partnering with Horizon Blue Cross Blue Shield customer experience team to run focus groups every two weeks. Each session addressed different aspects of health insurance such as finding a Primary Care Physician, tracking a claim, and understanding what services are covered by insurance.

Beyond focus groups I setup remote unmoderated user tests on a system call Validately and received feedback from a targeted user demographic. Getting early feedback was extremely helpful and validated the design before I demoed it to the client. I wrote testing scripts, analyzed usability tests, and produced research reports for the mobile app.

Example of an Unmoderated User Testing Session

Example of Survey Results

Final iOS Designs

After user testing my prototypes I created reports to document changes and to validate my design. I then made changes to the designs and prototypes.

For this project I played the role of UX researcher, interaction designer, and visual designer. I leveraged most of the visual design from Horizon’s styleguide. I worked with developers to make sure the app was WCAG AA compliant.

Many of the designs utilize contextual cards stepping away from large tables which are hard to read on a phone and are confusing. The app offers a myriad of services and only some apply at a moment of need. I simplified the experience by anticipating the users needs and providing the right information first.

Users get frustrated when they lack basic health insurance knowledge. Educating members was very important within the designs. I created opportunities for learning in the app to reduce misdirected negative emotions toward the app and the insurer.