FLORIDA BLUE – Website & Member Portal Case Study

Reimagining Florida Blue’s Member Platform for a Unified, Human-Centered Healthcare Journey

As Design Lead, I helped modernize the digital experience for Blue Cross Blue Shield of Florida (Florida Blue), serving diverse member groups across multiple care stages—from wellness to chronic condition management. Over a multi-year engagement, I led workstreams including IA restructuring and the redesign of both the public and member portals. We created a light, accessible digital experience, built a new design language system (DLS), and partnered closely with Florida Blue’s new internal design team to upskill and embed design thinking throughout the organization.

Role

Design Lead

Timeline

2+ years, including a 16-week sprint

Platform

Responsive Web Portal

Team

Florida Blue Product, Internal UX, frog Team, Stakeholders

Quarterly_Americas_MMM_frogNY_20201026_Page_29.png

Before (Challenge) → After (Solution)

Disconnected digital experiences across plans (ACA, Medicare, Group) and care journeys (healthy, caregiver, chronic, end-of-life). → Unified IA and UX design across member types and health stages, with adaptable UI and consistent language.

Legacy systems lacked emotional resonance and visual cohesion. → Delivered a fresh, light digital brand and new design system to guide future development.

Internal teams needed support transitioning into a digital-first mindset. → Designed hand-in-hand with Florida Blue’s internal team, transferring ownership and enabling long-term design leadership.

Quarterly_Americas_MMM_frogNY_20201026_Page_30.png

How We Got There

Led redesign of both authenticated and unauthenticated experiences across Florida Blue’s web platforms.

  1. Created future-state journey flows and IA models that unified member experiences across insurance types and care stages.

  2. Co-developed a scalable design language system (DLS) used across multiple product teams.

  3. Spearheaded research for provider search and condition-based navigation, synthesizing user interviews into high-impact design decisions.

  4. Built collaborative rituals with Florida Blue’s in-house design team to ensure continuity and storytelling support post-engagement.

  5. Facilitated daily working sessions with stakeholders and bi-weekly cross-functional reviews.

Quarterly_Americas_MMM_frogNY_20201026_Page_31.png
Quarterly_Americas_MMM_frogNY_20201026_Page_32.png
Quarterly_Americas_MMM_frogNY_20201026_Page_33.png

Innovative Deliverables

New Digital Style Guide: A light and approachable system that balances accessibility with warmth and clarity.

Quarterly_Americas_MMM_frogNY_20201026_Page_34.png
Quarterly_Americas_MMM_frogNY_20201026_Page_35.png

Unified Member Journey Flow: Maps coverage stages and life situations across multiple plan types.

Quarterly_Americas_MMM_frogNY_20201026_Page_36.png

Wellness to Chronic Care Flows: Personalized pathways that encourage preventive action and simplify condition management.

User Research Participants-FloridaBlue_2020.002.jpeg
Quarterly_Americas_MMM_frogNY_20201026_Page_37.png

Provider Search Redesign: Uses filters, proximity, and specialty tags to guide members to the right care.

Quarterly_Americas_MMM_frogNY_20201026_Page_38.png
florida_work_3.png
florida_work_5.png
Quarterly_Americas_MMM_frogNY_20201026_Page_40.png
Quarterly_Americas_MMM_frogNY_20201026_Page_41.png
Quarterly_Americas_MMM_frogNY_20201026_Page_42.png
Quarterly_Americas_MMM_frogNY_20201026_Page_43.png

Impact

Result → Outcome

Delivered redesigned platform components and new IA across public and member portals.Set foundation for Florida Blue’s new unified design ecosystem.Created and transferred scalable design system.Empowered internal teams to iterate and maintain long-term.Built strong partnership over multiple years.Florida Blue continues to expand our work into future features and refinements.