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
I focused on creating a new information architecture and concepts, creating a user-centric experience that optimizes usability, streamlines workflows, and empowers agents to deliver a better service to their clients.
6 months. Self-started project with team collaboration.
XD, Illustrator, Photoshop, UserZoom (for UX research)

Problems and challenges

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

In my quest to upgrade the Florida Blue Agent Portal, I undertook a comprehensive UX competitor analysis to check what the competition has to compare if their agent portals have the same 35 new features I had envisioned to improve the Florida Blue Agent Portal. This involved a deep dive into the offerings of four main competitors in the health insurance agent portal domain. Our findings were enlightening: like the Florida Blue Agent Portal, most competitors wrestled with similar usability issues, reflecting broader challenges in this sector. However, two competitors notably distinguished themselves by providing superior user experiences. This discovery was pivotal, underscoring the imperative for the Florida Blue Agent Portal to not only address its current flaws but to aspire to reach and potentially surpass the user experience benchmarks set by these market leaders. This analysis was crucial in redefining our strategic approach to UX design, aiming to deliver a more intuitive, efficient, and user-friendly platform.

FloridaBlue Mobile App persona image

Activity Flow

I showcase my expertise in simplifying complex concepts into intuitive and streamlined user experiences, particularly evident in the 'create a quick proposal' feature for the Florida Blue Agent Portal. This process began with a thorough activity flow analysis, where I dissected each step involved in proposal creation. By understanding the agents' activities and interactions with the platform, I could pinpoint inefficiencies and areas for improvement. Subsequently, I developed user flow diagrams to visualize the agents' journey, ensuring each step was logical, efficient, and user-friendly. This approach was further complemented by detailed process flows, which meticulously outlined the actions, decisions, and interactions required to generate a proposal. Combining these methodologies allowed me to transform a previously cumbersome process into a more efficient and intuitive one. The resulting 'create a quick proposal' feature is a testament to this approach, demonstrating how complex processes can be made accessible and straightforward, enhancing overall user satisfaction and efficiency.

FloridaBlue Activity Flow

Concept samples, Prototypes and Wrireframes:

In the final phase of reimagining the Florida Blue Agent Portal, I focused on distilling complex functionalities into simple, user-friendly solutions. Embracing the principles of user-centered design and design thinking, I developed a series of innovative concepts that were meticulously translated into wireframes. These wireframes were the blueprint for multiple prototypes, ranging from basic layouts to high-fidelity versions. Each prototype was crafted with the end-user in mind, ensuring that every aspect of the agent's journey – from logging in to generating proposals – was intuitive, efficient, and tailored to their needs. The high-fidelity prototypes, in particular, were instrumental in visualizing the potential of the redesigned portal. They provided a tangible representation of the new user experience, facilitating constructive feedback from stakeholders. This iterative process of designing, prototyping, and refining, underpinned by a commitment to simplicity and user-centricity, culminated in a series of polished prototypes. These were presented to the stakeholders for final approval, confidently showcasing a portal that was not only aesthetically pleasing but also highly functional and aligned with the real-world requirements of the agents.

FloridaBlue Activity Flow
FloridaBlue Activity Flow
FloridaBlue Activity Flow
FloridaBlue Activity Flow
FloridaBlue Activity Flow


Despite facing budget limitations, the impact of the UX concepts I developed for the Florida Blue Agent Portal was substantial. Although only partially implemented, these concepts laid the groundwork for significant enhancements. Engineers were able to integrate aspects of my designs, particularly in improving the data display and plan selection interfaces, which markedly elevated the user experience. Moreover, my proposal for a client dashboard was adapted into a more streamlined version, enabling agents to manage their client portfolios with greater efficiency. While the full scope of the intended features couldn't be realized, the partial adoption of these key UX elements underscored the immense value of a user-centered approach. It demonstrated how even incremental changes, guided by thoughtful design and user-centric principles, can profoundly improve the functionality and usability of a platform like the Agent Portal.

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