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Case Study


The Challenge

The 2011 healthcare reform act changed everything about operating effective healthcare solutions. Highmark, a Pittsburgh-based healthcare provider, needed to develop a future-proofed business strategy that would enable the organization to make healthcare more accessible to customers. They needed to design a new system where customers could easily manage their own healthcare, shifting from a B2B to a B2C model.

The Process

Using a combination of research methods, we mapped the entire end-to-end customer journey experience and analyzed all of the physical and digital spaces where customers interacted with Highmark. By identifying ways to empower people with information and education them about healthcare reform at minimal cost, we designed digital brand patterns for all customer touchpoints.

This scalable set of digital brand patterns acted as a building block for brand consistency on Highmark’s website and created a transparent flow of information to customers. To further improve customer experience, we also built MVPs of new tools that would make managing healthcare easier, including utilities such as a tax savings calculator, health statements, and an out-of-pocket cost calculator.

Human Centered Design

Digital Products & Platforms

The Results

$5 million projected saving

Newly designed materials led to a projected savings in printing costs.

Increase of 2.3 million site visits

Our user-friendly UI/UX increased site visits in the first year.

20% increase

The number of users self-managing their insurance online increased.

Brand experience

We created a consistent and scalable brand across printed communications, member portals, and coverage shopping, along with design patterns to enable more rapid development of new digital products.