In 2017, Florida Blue launched a major initiative to create its first mobile app, aiming to give members direct, secure access to their health plan, doctors, ID cards, and claims — all from a single mobile experience. This case study is not about showcasing current UI trends, but rather highlighting how I led and executed a complex healthcare product end-to-end, setting a foundation that shaped future enterprise platforms. The app launched successfully on iOS and Android, achieving over 140,000 installs in the first month. In 2018, it was recognized as the Best Healthcare Insurance App Design, becoming a reference model internally and externally.
I led the full UX strategy, information architecture, and design of the app — from defining user flows to delivering the final interface. I worked closely with cross-functional teams to ensure the experience was simple, accessible, and scalable. As part of the UX Research team, I also helped gather user insights and validate prototypes through focus groups and usability testing. My design work shaped core patterns later reused across other Florida Blue digital products.
As part of Florida Blue’s internal UX Research team, I was directly involved in the full discovery process for the mobile app initiative. I participated in the initial focus group to collect early insights, helped define and analyze member feedback through questionnaires, and observed users during usability evaluations. These sessions informed the first prototypes, which were later validated through iterative testing with the same user group. The research shaped the app’s architecture, content strategy, and user flow decisions.
We uncovered strong member needs for faster access to health plan details, simpler navigation for retirees, and a centralized location for ID cards, doctors, and claims. These findings guided our early design priorities.
We identified two key personas: Alex (32), a busy parent seeking speed and efficiency, and Joe (68), a retiree needing accessibility, clarity, and reminders. Both groups influenced decisions around layout, font sizing, and interaction flows.
Once initial needs were identified, I moved into rapid ideation. I explored layout groupings, feature prioritization, and early flows on paper and whiteboard sketches. These sessions helped align the app’s structure with user goals and technical feasibility before moving into digital wireframes.
Based on the research findings, I created a scalable information architecture and designed flows that supported both rapid access and ADA compliance. The app's core navigation was structured around simplicity, with direct access to doctors, plan details, and payments. I also planned for future integrations like chat support and ID card sharing. All flows were validated through iterative user testing before moving to visual design.
The final UI design emphasized clarity, accessibility, and ease of navigation across all age groups. I created a modular card-based layout, used simple iconography, and ensured readability for both younger members and retirees. Key features included “Find a Doctor,” ID card viewer, real-time benefits access, and payment tracking. Visual assets were optimized for mobile performance and ADA compliance.
The Florida Blue Mobile App launched successfully, setting a benchmark for future digital healthcare initiatives within the organization. The impact was immediate and measurable:
This project was a turning point in my design career. It taught me how to simplify complex healthcare flows, build for accessibility from day one, and design for a wide range of user needs. Working hands-on in research, ideation, prototyping, and delivery gave me a full perspective of how design decisions evolve throughout the product lifecycle. Many of the lessons I learned here still influence how I design AI-powered mobile products today.
