The Challenge
Members often struggled with benefit enrollment, claims, and self-service flows. Content was inconsistent, compliance-heavy, and difficult to understand. The challenge:
Create clear, human-centered content across digital products.
Ensure compliance and accessibility (WCAG).
Standardize content for enterprise scale across multiple teams and tools.
My Role
Led content strategy and UX writing for digital products.
Partnered with product managers, researchers, and accessibility specialists.
Built content models and guidelines to ensure consistency.
Authored content in varying fidelity — from rough drafts to annotated wireframes and copy decks.
Process & Approach
1. Discovery + Alignment — Collaborated with product managers, compliance teams, and UX researchers to align business goals, user needs, and regulatory requirements.
2. Content Modeling — Deconstructed complex healthcare information into structured, reusable content models with metadata and taxonomy to support personalization.
3. UX Writing + Iteration — Created plain-language, actionable content for enrollment, eligibility, and claims flows. Iterated based on usability testing and analytics.
4. Accessibility + Design Systems — Partnered with accessibility and design system teams to embed content guidelines into components and patterns (form fields, error states, help text).
Outcomes
Reduced member confusion and improved usability scores.
Lowered call center volume by clarifying benefits and enrollment content.
Enabled scalable content implementation across BCBS digital tools.
Advanced WCAG-compliant, inclusive content practices enterprise-wide.
Deliverables
Content models and metadata frameworks
Copy decks and annotated wireframes
Messaging frameworks for engagement campaigns
Content guidelines for design system components
