Prioritizing content through design.
Blue Shield of California’s speed in which the COVID-19 microsite went online meant that, due to the global pandemic, the design of the landing page leaned on old templates. After the company streamlined its remote work, we found ourselves a year into the pandemic with users’ changing content needs and old templates no longer in internal circulation. With the UX team, I redesigned the content flow and overall look of the COVID-19 microsite to keep more in line with the company’s brand standards and meet our users halfway to the content they were looking for.
As the web lead, I utilized user data, including web analytics and UX research, to understand how our users were absorbing the content. It was crucial to make content, template, and design decisions based on that data.
Blue Shield of California