Blue Cross Blue Shield Tennessee: Streamlining the online health insurance shopping process

A unified site experience focused on the health insurance shopper journey led to less shopper frustration and increased enrollment.

Project Objective
Audit and evaluate content across over five different websites and design a simplified shopping experience for members, healthcare professionals, and employers.

Utilize user research and stakeholder interviews to identify must-have content and reduce the number of pages by over 80%.

The Work
Our initial content audit uncovered an inconsistent shopping experience across the main BCBST website, Medicare / Medicaid websites, and a sprawling providers website. We methodically captured meta data like content topic and taxonomy, and evaluated each page for audience relevance, page organization, how well it delivered on user and business objectives, if the page was redundant, outdated, etc.

With this information, we identified patterns and developed a strategy that defined what content would be critical for a shopper on BCBST’s website. Our content pillars were health care 101, the BCBST difference, plan information, and high volume help topics. With that in mind, we identified key pages on the current site that met those needs most effectively.

Using our shopper journey and consumer insights, we also identified what gaps existed in the proposed content. Pages not marked for migration to the unified site were mined as source material to help us tell a complete story more efficiently. Any page without useful information was earmarked for removal.

We developed a proposed site inventory and site map that brought over 500 pages on five different sites together into a single site experience with under a 100 pages. Each page was mapped to a proposed design template. Content hierarchies were built for each template to inform wireframes, prototypes, and eventually final designs.



  • Content Audit
  • Content Strategy
  • Site Map
  • Content Inventory
  • Content Hierarchy