Illustrations diverge quite far from Blue Cross NC’s usual brand standards of stock photography. These animated illustrations were heavily favored during user testing, evoking an emotional and engaging response while providing a lighter tone, making an ordinarily daunting experience more enjoyable.

All of our research showed that this audience does not like being overwhelmed with information and questions at any one time. Therefore we broke up all significant steps into simple Intermittent steps, with a minimal clean design and larger font and buttons.

There is a fine line between conveying trust and intrusiveness, and this audience can be wary of online experiences having their information. To help combat this, we established a personalized conversational tone from the first moment they signed in. This sets the precedence that we know who you are, and we have your information on file, much like they would in-store or over the phone once a unique identifier was provided (phone number, member ID, etc.)

We wanted to clarify that instead of showing a generic plan, we had considered the user's data on file. Every plan card, when applicable, would highlight the user's primary care provider and preferred pharmacy to demonstrate that they can continue to visit them with our recommended plan.

A lot of additional information was needed throughout the Plan Finder, but the majority was determined not to be crucial to see at a high level. We created an information drawer that would consistently open with every clickable element. This produced excellent results with the audience in the user tests.

Although it may seem like minor details Micocopy contributes massively to conversion. We found that the CTA labeled 'Get Started' had higher conversion rates than terms such as 'Enroll now' or "Buy Plan'.’