L o a d i n g

FloridaBlue Agent Portal

UX/UI design and Information Architecture

About the Project

Florida Blue Agent Portal is a crucial platform utilized by insurance agents specializing in selling Florida Blue health plans. The primary goal was to enhance the overall user experience and introduce new functionalities such as quick quote generation, client dashboards, and tracking policy information for several levels of account management within the agent organization.

My Role
UX, UI, Information Architecture
Solution
I revamped the information architecture and concepts to create a user-centric experience, optimizing usability, streamlining workflows, and empowering agents to deliver better service.
Scope
6 months. Self-started project with team collaboration.
Tools
XD, Illustrator, Photoshop, UserZoom (for UX research)

Problems and challenges

FloridaBlue Agent

The platform needed a significant enhancement in user experience and the introduction of new functionalities. Key issues revolved around usability, efficiency, and accessibility, affecting the overall effectiveness of the portal for agents.

  • Lack of Adequate Usability:
    Users found the portal difficult to navigate and interact with, leading to a less efficient experience.
  • Inefficient Proposal Process:
    The process for generating and managing proposals was time-consuming and cumbersome.
  • Non-Intuitive Data Display:
    The content presented on the portal was not user-friendly, making it difficult for agents to quickly understand and use data effectively.
  • Complex Navigation:
    The portal's layout made it hard for users to find what they needed quickly.
  • Inconsistent Workflows:
    Variability in the portal's workflows led to confusion and inefficiency.
  • Limited Accessibility and Spanish Version Issues:
    Accessibility features were inadequate, and the Spanish version of the portal was non-functional, limiting its use for a broader range of agents.

Research & Discovery

The journey to enhance the Florida Blue Agent Portal began with a meticulous evaluation of the existing site. By physically printing and examining over 100 pages, we delved deep into each page's functionality and design. This comprehensive review allowed us to correlate the identified issues with the portal's requirements, setting the stage for a transformation focused on user-centered design and practicality. This step was crucial in understanding the portal's usability and functionality nuances.

FloridaBlue Agent
FloridaBlue Mobile App persona image

Competitor Analysis

To upgrade the Florida Blue Agent Portal, I conducted a comprehensive UX competitor analysis, comparing 35 envisioned features with four main competitors in the health insurance agent portal domain. The analysis revealed that most competitors faced similar usability issues, but two stood out with superior user experiences. This highlighted the need for the Florida Blue Agent Portal to address its flaws and aim to surpass the user experience benchmarks set by these market leaders. This analysis redefined our strategic approach, focusing on delivering a more intuitive, efficient, and user-friendly platform to stay competitive.

FloridaBlue Mobile App persona image
FloridaBlue Mobile App persona image

Activity Flow

I simplified the 'create a quick proposal' feature for the Florida Blue Agent Portal by analyzing activity flows and creating user flow diagrams. This helped identify inefficiencies and streamline the process, making it more intuitive and user-friendly. The resulting feature showcases how complex tasks can be transformed into efficient and accessible experiences, enhancing user satisfaction.

FloridaBlue Activity Flow

Concept samples, Prototypes and Wrireframes:

In the final phase of reimagining the Florida Blue Agent Portal, I refined complex functionalities into user-friendly solutions, creating wireframes and prototypes emphasizing intuitive, efficient user journeys. High-fidelity prototypes visualized the redesigned portal, facilitating constructive feedback and ensuring alignment with agents' needs. This iterative process culminated in a polished, functional, and aesthetically pleasing portal ready for stakeholder approval.

FloridaBlue Activity Flow
FloridaBlue Activity Flow

Below: Creating a wizard-type design for healthcare choices offers a visually appealing and user-friendly experience. This approach guides users step-by-step through complex decisions, reducing information load, ensuring users don't feel overwhelmed, and enhancing engagement by presenting information in manageable chunks with intuitive navigation.

FloridaBlue Activity Flow
FloridaBlue Activity Flow
FloridaBlue Activity Flow
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