Alice Dobrinsky, Content Strategist | Content Designer

The Problem

Blue Cross Blue Shield of Michigan (BCBSOM) was investing in content visitors barely read. Our hunch was that the outdated look and feel turned people off. Organic search accounted for the majority of the traffic, and the average user:

• Only visited one page
• Spent only 30 seconds on the site
• Scrolled to the bottom of the page only 23% of the time

The Background

Blue Cross Blue Shield of Michigan sponsors the A Healthier Michigan website in accordance with its social mission as the only nonprofit health insurer in the state of Michigan. The site serves the public by providing health awareness, information, and education, and BCBSOM wanted people to linger longer with its high-quality health educational content, which is created by a mix of on-staff content creators and recurring guest contributors.

The Solution

Improve the first impression, make it easier to consume content, and guide further exploration.

Team Approach

We conducted discovery, analyzed the current state, explored the ideal state, and made recommendations for an enhanced experience.

The Content Strategy

The cross-functional articulation of content strategy included:

• Adding fidelity to the proto-personas to gain a stronger sense of our audience
• Mapping key user journeys to align on strategy
• Designing future-state happy-path journeys to model the experience
• Identifying opportunities and sketching enhancements
• Packaging recommendations and presenting them to the client

The Result

We optimized the full experience with intuitive navigation and categories, featured content, and enhanced features. We wrapped these attributes in a simple, cohesive design that would encourage visitors to spend more time engaging with health-related content.