Project Background

Blue Cross Blue Shield of Minnesota (BCBSMN) partnered with Valtira to develop a comprehensive tool, termed 'Member 360'. This tool was envisioned to provide a holistic view of health plan members, enhancing communication and care across various departments within the organization.

Needs and Challenges

A significant challenge was the lack of awareness among customers about the recommended health screenings and care for their specific age groups and health histories. BCBSMN required a robust data management tool that not only facilitated top-tier care for customers but also enabled customer service representatives to recommend personalized health services. Additionally, the employees needed a unified platform for easy access to accurate and comprehensive data.

My Role in the Project

As the UX Lead over three years, I was responsible for guiding the overall user experience design of the project. My role involved continuous collaboration with the development team, ensuring timely delivery of each sprint and project phase. I also conducted over 30 internal user interviews across various departments, including IT and Customer Service, to ensure the final product aligned with the real users' needs.

 
 

Solution

The Member 360 tool developed by BCBSMN and Valtira provides customer service representatives with data on recommended care for each member. It enables health coaches to proactively reach out with care solutions and allows the marketing team to create targeted campaigns. The tool also features functionality for recording members' responses to care recommendations, enhancing the customer experience by tailoring their dashboard.

Project Highlights:

  • A discovery phase that unified hundreds of data sources into a single, secure data lake accessible for various internal tools.

  • User experience design focused on creating a role-specific, easy-to-use dashboard.

  • An AWS architecture meeting stringent security requirements.

  • Facilitation of easy campaign creation and tracking.

 
 

UX Design and Prototyping

Beginning in 2018, we embarked on an iterative prototyping process. As new teams adopted the tool, we identified and incorporated additional useful functionalities. Continuous iterations and collaboration with internal teams in two-week sprints have been central to the ongoing development and enhancement of the platform. Comprehensive style guides and Figma prototypes facilitated efficient approval processes and development cycles.

This project exemplifies my commitment to creating user-centered solutions that not only streamline operational processes but also significantly enhance customer service and health care delivery.