Mobile App

Case Study

Project Background

In March 2015, Florida Blue wanted to switch the responsive features of their members' website into a stand-alone mobile application where members could access their accounts, see the benefits and claims, and manage their health plans from their mobile devices. Florida Blue has approximately 4 million members and serves 15.5 million people in 16 states through its affiliated companies.

I was the lead UX designer/experience architect assigned to develop this application's idealization and design consent during the phase presented here, Phase One, the initial initiative.


Why was a Mobile App Needed?

Florida Blue members depended on the responsive view of the website portal of the company site to access their accounts using their mobile devices. Unfortunately, the site displayed information in a way that poorly conveyed the health plan's statement that they usually look for or/and seek. In addition, displays of the wanted information were inconsistent when viewed on mobile devices, making the design cluttered and challenging to navigate.

Research Goals

  • Determine what features people want in a custom mobile app
  • Get a feel for members' behavior when looking for their health plan information
  • Understand how easy the accessibility of health plan information is
  • Find out what motivates members to use their mobile devices to check their health plan information
  • Determine what will encourage members to stick with using this app.


Sample of Participants:
  • Gender: 12 males and 12 females
  • Ethnic Groups: All
  • Ages: 12 under 65 years old, and 12 over 65 years old
  • Health Insurers: 12 retired under Medicare, 6 full-time employed, 6 under Obamacare


  • Most who have used mobile devices to find out their health plan benefits have difficulty navigating the site, especially older members.
  • Some tried to find medical services (Find a doctor).
  • Complicated to see claims and file claims
  • People like variety and the flexibility to choose according to their medical needs/restrictions
  • Many interviewers said they would use a dedicated app if their health plan information and services were more efficient and easier to find
  • People will use the app more on their mobile devices if more Incentives and better health plan information are available
  • Finding medical help or doctors and keeping track of claims were significant to the interviewers.


After having all the results of the interview process and other research done beforehand, I developed three different primary personas based reflecting the demography that would use the app. These personas helped me define the usability problems I encountered during the idealization process. Below, I show Joe, a over 65 years old retired Medicare recipient. His primary concern is how to find doctors near his home. It is a simple persona with only the details I needed later to focus on the functionalities and features during the idealization phase.

Activity Flow

The requirements for this app were very intensive. Therefore, after reading and analyzing the documentation and studying the research materials, I divided the required sections by functionality to identify the likely most important for the user, as Joe, to interact with the app. And creating the User Flow analysis allowed me to walk through the architecture required to design this app easily. Questions I answer: how does Joe find a doctor near his home without going to layers of screens? Where he hoes as he moves through the site, etc. Understanding this flow was vital to the creation of the app.


I created a sitemap based on the User Flows, and during this process, I identified vital screens that eventually were the most important of the flow. This sitemap was not traditional, and I created it by visualizing each interaction. It was a hybrid that combined low-fidelity wireframe techniques to focus on the screens. In the end, this sitemap had 23 pages, similar to the one below.


My approach to the design consent was to detail the functionalities that occurred within each segment, screen by screen. That helped me focus on each section to give the user the best of both worlds (access to more excellent details within an area while minimizing content on the screen). This approach emphasizes better usability and user experience. However, this part of the idealization process began with a 'set of drawings' (using pen and paper) that I created earlier to help me with the consent reflected on the wireframes. This example is one of the 7 different concepts created.


Finally, the first image is the final high-fidelity wireframe approved to develop the final design of the 1st phase of the Florida Blue App. The second image is the final design concept developed for the application. Although the design team created the last look and feel of the design, and I was heavily involved in this stage of the project, offering feedback on the intended functionalities and interactions