Health Insurance Digital Experience Redesign Case Study

This case study details a collaboration between a major health insurance company and Bounteous to redesign and unify their public-facing websites. The initiative aimed to address the challenges posed by a fragmented digital ecosystem resulting from acquisitions and varying state requirements. The discovery phase involved stakeholder interviews, persona mapping, and a content audit to identify user pain points and business priorities. The design strategy focused on three guiding principles: clarity, authenticity, and guidance. A unified navigation system and a flexible component library were introduced to enhance user experience and streamline internal processes. The results included improved navigation across eight microsites, a more intuitive information architecture, and increased efficiency for content authors. Initial feedback from stakeholders indicated a positive reception of the new design, which positions the company to adapt to future user needs and content requirements while maintaining brand consistency.