From Idea to Interface: A Behind-the-Scenes Dive Into My Work as a Content Designer

Hear from someone who's worked with me.

Here’s a glimpse of what a designer had to say about my work as a UX writer.

UX Case Study 1 - Designing the Blue Cross Blue Shield Onboarding Experience

BCBS LA

2024

BCBS of Louisiana is introducing a brand new app allowing users to easily manage coverage, track claims, access digital ID cards, connect health records, and receive personalized health tips—all in one place.

Our team was tasked with not only designing the app but also introducing an onboarding feature, that begins right after account creation, to help acclimate users to the new app's features.

Role: UX Writer, Assistant UX Researcher

Tools: Figma & Plugins, Maze

Team Members: UX Designers, Lead UX Reseacher, Product Manager, Developers

Duration: 2 weeks

Ideation

The team and I had a very quick deadline so we spent two days doing competitive analysis of onboarding flows for major apps and the features included in the top insurance apps, empathy mapping, building users journeys, and deciding on project goals and OKRs.

Research

We implemented a few Maze surveys to get insight into what users want from their insurance apps and what about onboarding flows tend to overwhelm them and reduce completion. We also took feedback from surveys completed after we finished an onboarding flow for a previous Walgreens app.

Design

We had a week to do both design exploration and incorporate our research findings into hi-fi designs to be showcased to major shareholders. Our design efforts were led by me, since onboarding relied heavily on content architecture. We did a team onboarding workshop in Figjam to get aligned, and then completed several all day Figma sessions consisting of myself and the designers.

Testing & Handoff

We did post QA user testing and additional surveys prior to creating a slide deck and design prototype showcasing the design + the testing results to the BCBS LA client and received glowing remarks and approval across the board.

Research take-aways showcased in the design:

  • Bottom-right-justified buttons for enhanced usability

    These are optimized for touch interactions, making it easier for users to navigate and engage with content on mobile devices.

  • Duration transparency for improved completion rates

    Knowing the duration and steps involved can motivate users to complete the onboarding process, as they can plan and allocate their time accordingly.

  • Chat-bot design for increased engagement

    A chatbot-like design mimics natural conversation, which can make the onboarding experience feel more interactive and personalized, potentially increasing user engagement and satisfaction.

  • Easily digestible formatting for streamlined interaction

    This design approach simplifies the user experience by presenting information in a digestible, step-by-step format, which helps users focus on one task at a time and reduces cognitive overload.

UX Case Study 2 - Redesigning the b.Well "Data Connections" Feature

b.Well Connected Health

2023

b.Well connected health focuses on expanding healthcare interoperability and improve health management. Their Data Connections feature aims to let users easily sync all their health records in one place, but many struggled with the confusing user flow and poor experience.

To address this, our team undertook a comprehensive redesign to improve usability, engagement, and overall satisfaction.

Role: UX Writer

Tools: Figma & Plugins

Team Members: UX Designers, UX Reseacher, Product Manager, Developers

Duration: 4 weeks

Intuitive Redesign & Simplification

Our main strategy involved overhauling the user interface to make it more interactive and user-friendly. We achieved this with:

  • Interactive Design: We introduced dynamic elements to create a more engaging, guided experience that reduces cognitive load and improves user interaction.

  • Simplified Content: We simplified content and terminology, added tooltips, and structured guidance to make steps clear and easy to follow, reducing user anxiety.

  • Onboarding Guidance: We implemented feature onboarding that provided clear, step-by-step instructions for the entire flow.

Gamification

To further enhance user engagement and encourage completion of the data connection flow, I suggested adding the following gamification elements to the experience:

  • Progress Bar: A visual indicator of the user’s progress that fills up as they connect to more of their providers, giving a clear and motivating visualization of their journey toward 100% completion.

  • Interactive Elements & Rewards: Incorporating interactive elements like success animations and rewards for achieving milestones, such as successfully connecting to a provider or insurance. This not only made the experience more enjoyable but also incentivized users to complete the process.

Results

Enhanced Engagement

The new interactive design and simplified content turned the experience into more of an experience rather than a daunting task, with 37/40 users preferring the added gamification elements.

Improved Comprehension

Tested users reported a significant drop in cognitive load, finding it easier to connect to providers. 40/40 tested users experienced minimal confusion with the new flow compared to the original. We continued refining the design based on feedback.

Increased Completion Rates

The clear flow and gamification elements motivated users to complete the process, with many appreciating the visual representation of progress and success messaging. Data connection flow completion rates increased by 65%.

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