BCBS Pharmacy Experience
Background
Overview
The Blue Cross Blue Shield (BCBS) Pharmacy Experience project involved a comprehensive update to the existing pharmacy platform, including a transition from the ExpressScripts API to the CareMark API. As UI/UX Designer, I was responsible for a range of critical tasks, including the creation of new user flows, wireframes, the design of interactions and animations, the production of high and low-fidelity prototypes, and the documentation of all design system modifications. The primary objective of this redesign was to enhance the user experience, provide plan members with a clearer understanding of their pharmacy benefits, and improve overall user satisfaction and self-service utilization.
The design of the Pharmacy experience when I started the project.
Users and Pain Points
The legacy BCBS Pharmacy Experience was encumbered by several key issues:
Outdated Design: The platform's design was not contemporary, which negatively impacted the user experience.
API Transition: The transition from the ExpressScripts API to the CareMark API presented a significant technical challenge that necessitated a user-centric design approach.
Limited Benefit Visibility: Plan members experienced difficulty in obtaining a clear and comprehensive view of their available pharmacy benefits.
These issues collectively contributed to user frustration, low self-service utilization, and a diminished perception of the platform.
The MVP For Medication Pages
Updated design based on feedback and dev constraints
Price + Order Medications and Find a Pharmacy
Solutions
The redesign of the BCBS Pharmacy Experience yielded several notable solutions:
New Pharmacy Hub Page: A new pharmacy hub page was created, providing users with a centralized view of all their available pharmacy benefits.
Design System Overhaul: The design system was updated with new animation and interaction patterns, empty states, card designs, and typography standards, resulting in a modernized and consistent user experience.
These solutions were implemented to address the identified problems and to furnish users with a more intuitive, informative, and engaging experience.
Pharmacy Hub Concept
Pharmacy Hub Flexibility and Empty States
Future State of the Hub with dynamic info displays
Challenges
The project, while successful, was not without its challenges:
Rotating Product Owners: The project experienced frequent changes in product ownership, with at least six different product owners during the project lifecycle. This necessitated a high degree of adaptability.
Development Team Shifts: Changes within the development team presented challenges to project continuity and consistency.
Outdated Design System: The existing design system was outdated, requiring considerable effort to modernize it.
API Limitations: The CareMark API had various data issues (Availability, Formatting, Structure) that made it a challenge for us to display data on our site
Initial card design iterations
Footer for pharmacy pages allowing users to have exit points
Impact
The redesign of the BCBS Pharmacy Experience produced significant positive outcomes:
Positive User Sentiment: User surveys indicated a marked improvement in user sentiment and satisfaction.
Increased Self-Service Utilization: Pharmacy self-service utilization increased by 25%, demonstrating that users were more capable of independently managing their pharmacy needs.
Improved Net Promoter Score (NPS): The Net Promoter Score (NPS) increased by 300%, signifying a substantial enhancement in user loyalty.
Final Pharmacy Hub Designs
Final Mobile Medication Designs
