HOW TO design a product that supports the business evolution FROM HEALTH INSURANCE PROVIDER TO HEALTHY lifestyle PARTNER.
Blue Cross and Blue Shield of Alabama wanted to re-position themselves in the marketplace as the premiere health insurance provider and healthy lifestyle partner in time for healthcare reform. Our challenge was to craft a value proposition and design a product to deliver on the brand promise.
We interviewed business stakeholders, current customers and local Albama residents to get a broad perspective on what was needed and expected from a meaningful health insurance product. We envisaged several products across multiple touchpoints, all designed to convey the essence of the final value proposition "We Cover What Matters".
This included a robust user-centered digital platform designed to assist with the sale of Blue Cross products, handle customer transactions and provide contextual editorial content and brand stories based on the users opt-in health profile. In addition we designed a sister mobile app and customizable healthcare reform site to address the many questions and concerns we uncovered during our research and from our feedback feature from the main product.
To date, all marketing efforts direct users to the online product as the first point of entry to the customer experience.