
Client: Blue Shield of California
Industry: Health Care
Type of project: Website redesign
Design Challenge:
Blue Shield of California (BSC) had three Medicare-related websites, each catering to Medicare audiences with slightly different needs. Making things messier, each site had navigation linking to the other sites, causing confusion among users. BSC asked us to untangle this part of their digital ecosystem and create a single Medicare website to serve all their audiences and campaigns.
“… catering to Medicare audiences…”
Sounds straightforward enough on the surface, but the real challenges were:
1. Designing for audiences aging into Medicare (65+), ensuring everything from the IA to the icons we used was intuitive and worked for this audience; and
2. Creating a site using dynamic content that would adapt to audience needs.