Mobile App

Case Study

Project Background

To provide better customer service, Florida Blue needed a mobile app that would bring the website's information to life and provide an efficient, user-friendly experience for their customers. My approach to the project was to create a mobile experience that was fast, efficient, and easy to use for the Florida Blue members. I worked closely with the development team to ensure the app was built in a way that promotes the best user experience in the shortest amount of time. Additionally, I was responsible for designing the user interface, user journey, and user experience. In the end, I successfully designed a mobile application that was intuitive, user-friendly, and provided the best possible experience for Florida Blue members.


Summary of the basic required features

The app needed to be tailored specifically to the demography of their members by providing them with a straightforward, fast, and intuitive navigation and navigation system that would allow them to easily access their account information. The app also needed to include features such as personalized health plans, payment reminders, and notifications regarding their health plan offerings. Additionally, the app needed to include features that would enable members to easily connect with their doctors and other providers, as well as track their progress. Overall, the app needed to provide a more comprehensive and user-friendly experience for their members.


My goals were to conduct discovery research to determine the features people want in a custom mobile app, to understand their behavior when looking for their health plan information, and to discover what will motivate them to use their mobile devices to check their health plan information. The team conducted a combination of interviews, surveys, and testing to get an accurate understanding of what members need and want in their mobile app experience. Through this research, I was able to create the concepts and idealization needed and helped me to identify what features were necessary for the app to be successful and beneficial to members.


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


The interviews uncovered that people wanted to be able to have access to better health plan information. They wanted more information on the different health plans and services available to them, and to be able to compare prices and services offered by different plans and easily find the best plan for their needs. Additionally, users wanted to be able to find a doctor and other medical services quickly and easily. Claims filing and tracking was also important to the interviewers, as they wanted to be able to keep track of their claims and get the most out of their health plan. Finally, many of the interviewers wanted incentives to use the app, such as discounts or rewards for using the app to find and access their health plan benefits.

Sample of Persona created

Joe is a retired 65-year-old who lives in Florida. He uses the Florida Blue mobile app to access his health plan information and to look for doctors near his home. Joe is tech-savvy and uses his smartphone to keep up with his health needs. He has a basic understanding of healthcare insurance and is comfortable navigating the app. Joe's primary concern is to find a doctor near his home in order for him to have access to the care that he needs. He values convenience and wants to be able to quickly find a doctor that is close to his home. He also wants to be able to access information about the doctor's location, contact information, and services provided.

Activity Flow

The first step in creating the user flow was to map out all the necessary components for the app. I started by creating a high-level overview of the app and its functionalities, so I could easily identify the different sections of the app and its main objectives. Then I established the overall structure of the app, including the navigation system and the various menus, as well as the way in which the user would be able to interact with the app. After that, I identified any actions that the user would need to take while using the app, such as searching for a doctor or looking up health insurance plans. I also made sure to add extra functionality that would make the user experience more enjoyable and intuitive. Finally, I created the user flow, which is a diagram that visually outlines the journey the user will take while using the app. This was a crucial step in ensuring the Florida Blue mobile app was easy to use and efficient.


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 based on each page of the App combined low-fidelity wireframe techniques to focus on the funcionalities and features of each page. By doing this I was able to identify which screens were connected and how each of them would interact with each other. This was extremely helpful because it allowed me to identify any potential problems in the flow before creating the wireframes. At the same time, this sitemap and flow diagram allowed me to have a better insight of the design and what features should be included in the app. The Sitemap/flow diagram was also a great reference when building the user stories. Finally, and more important, it allowed me to create a better visual representation of the app.


After creating the sitemap, I began to draw the wireframes for each page. I gathered feedback from the team and stakeholders, and I had to make sure to meet the users’ needs. I used the same approach as I did with the sitemap, which was a combination of low-fidelity and high-fidelity wireframe. After several iterations, I was able to come up with a prototype that was tested on different devices, such as Android and iOS. This process was a great experience, since it allowed me to show the customer the potential of the app before committing to its development.

When I began to design the wireframes, I used a combination of pen and paper sketches and a low-fidelity wireframes to represent the user flow shown on the Sitemap. This enabled me to quickly and easily iterate through different ideas without being bogged down in the details. After that process, I created higher fidelity wireframes that I used to communicate the details of my design and concept to the development team.


After the developing the final high-fidelity wireframes and prototypes, I worked closely with the design team to ensure that the user experience was taken into account when designing the app. My role was to ensure that the designs reflected the overall concept, and that the user experience was seamless and enjoyable. During this stage, I also identified potential design issues and provided solutions to them. I also worked with the development team to ensure that the app was done following the final design. This was a great experience to see my work come to completion and I am proud of the end result.