Overview
BCBSND’s global site redesign modernized the UI to align with the company’s evolving brand. The goal was to create a friendlier, more approachable experience while building a system that improved usability, accessibility, and long-term scalability.
The Problem
As BCBSND’s brand evolved, the digital experience lagged behind. The challenge was to update the UI and establish a consistent, accessible design system that supported growth and met compliance requirements.
Responsibilities:
UX/UI design, design system creation, accessibility standards
Collaboration:
Flint Group, internal developers, and brand stakeholders
Software:
Figma
Global UI Updates
A refreshed global system introduced updated typography, color tokens, and reusable components built for consistency and scale. Pages now share a unified structure that simplifies authoring while maintaining accessibility and visual balance.
Navigation System Redesign
The navigation was redesigned for flexibility, allowing one- to four-column layouts that adapt to different site needs. This gave authors more control while ensuring the menu remains clear and responsive across devices.
Shop Experience Redesign
The shop flow was rebuilt around clarity and comparison, enabling users to browse and evaluate plans side by side. Simplified visuals and optimized checkout reduced friction and improved plan selection confidence.
Iconography
A new icon library was developed to support the expanded system, using secondary colors to add warmth and visual pop. Each icon was designed for clarity and accessibility, creating a consistent visual language across the site.
Outcomes & Impact
A More Modern Site
Delivered a refreshed, approachable web presence aligned with the evolving brand.
Scalable Components
Introduced flexible components that improved current usability and supported future needs.
Improved Accessibility
Redesigned elements met accessibility standards while adding clarity, vibrancy, and consistency.
