Blue Cross Blue Shield

High-impact Units

BCBS had purchased high-impact display units on ESPN.com. However, we were at a loss with regards to rich media content and the deadline was quickly approaching. In an effort to provide the best content (given the technical specifications) that would not only boost brand awareness but also increase BCBS’s ROI, I suggested they utilize the existing tv spots the agency had produced within these units. I directed, designed and helped produce both the templates and each iteration of the expandable high-impact units, as well as the companion standard units, to create a cohesive brand engagement with measurable CTA’s.

Responsibilities:

• Art Direction
• Design

Lead Generation

Faced with the mammoth task of creating display media and lead generating dedicated landing pages for multiple consumer segments, six states, and two languages; the agency’s digital strategist and I created a very comprehensive media matrix for BCBS’s digital display marketing. Together, we white-boarded the UX for the landing page templates then I designed, directed and helped produce the standard display units and matching landing pages. These templates were so successful the layout became an agency staple for best practice.

.

Responsibilities:

• Art Direction
• UX Design
• UI Design
• Digital Media Strategy

Educational Microsite

With the passage of the Affordable Care Act (ACA), 30 million Americans became eligible for health insurance for the first time and BCBS needed to pivot to reach this new audience. Realizing the ACA could feel very overwhelming, we wanted to focus on educating new consumers in an accessible, relatable and fun way. The digital strategist and I created the dynamic, one touch, infinite scroll UX for our educational and lead-generating microsite. We defined the content required to properly educate consumers such as instructional/educational video content, dates to remember, basic plan options, and subsidy calculators. To better engage our primary audience segments, I designed the microsite using bright colors, universal flat iconography, interesting dynamic transitions, and inclusive imagery all while adhering to brand standards and ADA compliance. With our microsite’s help, BCBS experienced its highest call volumes, including a record response from the Hispanic community. Federal and state governments recognized BCBS as a role model for helping consumers understand their health insurance options.

Responsibilities:

• Creative Direction
• UX Design
• UI Design

Digital Marketing

From millennials to boomers, individual consumer to multi-generational families, English to Spanish speakers, I concepted, designed and directed the execution of BCBS’s targeted online marketing efforts through ACA pre-enrollment to enrollment deadlines.

Responsibilities:

• Creative Direction
• Concept Creation
• Design