Mobile App

Case Study

Project Background

To provide better customer service, Florida Blue needed a mobile app to bring better access to the members' site to mobile devices. That was the overall scope of this project. My approach was to create a mobile experience that was fast, efficient, and easy to use. I worked closely with the development team to ensure this App was built in a way that promoted the best user experience to launch Phase 1 in an eight-month timeframe. In addition to designing the user experience of this App, I was also responsible for creating the user interface and information architecture. Ultimately, I successfully created a mobile application that was intuitive, user-friendly, and provided the best possible experience for its users.


Summary of the basic required features

One of the challenges encountered was that this App needed to be tailored specifically to the two demographies that FloridaBlue has as members. The under 65 years old and over 65 years old users. The App was required to provide them with straightforward, fast, and intuitive navigation and additional functionalities 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, it required easy connection to doctors' appointments, the ability to create and track claims, and possible direct payment of bills.


Most of the early research was done by a 3rd-party contractor. I used their results to design some of the concepts and ideas used in focus groups to study the user behaviors of the most popular features we had considered developing for phase one of the App. The results helped us understand how both demographies' users acted when we presented the same tasks. That allowed me to know how to refine those concepts and ideas to create the App later. The discovery phase also included interviews, surveys, and functionality-concept testing to understand which features were essential to the users to develop the preliminary concepts.


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 better information about their accounts and health plans. One of the critical things we found was the need to get references for additional services provided by their health plans. How to display better their health plan information such as deductible, co-payment, and out-of-pocket expenses. How to find a doctor quicker and make appointments directly from the App. And that particular feature was intended for something other than phase one. Claims filing and tracking were also crucial to the users. Finally, many interviewers wanted incentives to use the App, such as discounts or rewards related to 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 meet 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 for him to have access to the care that Joe needs. He values convenience and wants to be able to quickly find a doctor that is close to his home. He also wants 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 App components. I started by creating a high-level overview of the App and its functionalities, so I could quickly 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 how the user would be able to interact with other features. After that, I identified functions such as searching for a doctor or looking up claims. I also made sure to add extra functionality that would make the user experience more enjoyable and intuitive. Finally, I created the user flow, a diagram that visually outlines the user's journey while using the App. This was crucial in ensuring that App was user-friendly and intuitive to navigate.


I created a sitemap based on the User Flows. During this process, I identified vital screens that eventually were the most important of the visual architecture. This sitemap was not traditional and intended to visually show the interactions expected in each call of action. It focused on using the various features the App required in phase one. By doing this, I could identify how each screen or page would interact with the 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 gave me a better insight into the design and what features should be included in the App. The sitemap/flow diagram was also an excellent reference for building user stories. Finally, and more importantly, it allowed me to create a better visual representation of the App to present it to stateholders and other team members in the IT, Marketing and Legal departments involved in this project.


After creating the sitemap, I drew the wireframes for each page. Next, I gathered feedback from the team and stakeholders, and I had to meet the users' needs. I used the same approach as I did with the sitemap, a combination of low-fidelity and high-fidelity wireframes. After several iterations, I developed 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 App's potential before committing to its development.

When designing the wireframes, I used a combination of pen and paper sketches that later were translated into low-fidelity wireframes. This enabled me to quickly and efficiently iterate through different ideas without being bogged down in the details. After that process, I created higher-fidelity wireframes to show the details of my design and concept to the development team.


After developing the final high-fidelity wireframes and prototypes, I worked closely with the design team to ensure the user experience was considered 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 identified potential design issues and provided solutions. I also worked with the development team to ensure the App was done following the final design. Seeing my work completed was a great experience, and I am proud of the result.