The Problem: Members don't know what they're covered for, who's covered, or what to do next before their insurance even kicks in.

The Strategy: Claude responded: Meet members where they are on Day 0 with a personalized, guided dashboard that surfaces the right information, benefits, and actions based on their specific p…Meet members where they are on Day 0 with a personalized, guided dashboard that surfaces the right information, benefits, and actions based on their specific plan turning a confusing first login into a confident first step.

Result: Increased member satisfaction from day one, with members feeling informed, confident, and ready to use their benefits before their coverage even starts.

Project Summary

When Blue Shield of California members log into the portal for the very first time (Day 0, 30–45 days before their policy effective date), the experience fails to give them the clarity and confidence they need. Members struggle to understand their coverage, access their ID card, find their benefits, and know what to do next — leading to high MSAT (Member Satisfaction) drop-off at a critical moment in the member journey.
What's Broken

No personalized or actionable dashboard on first login
Members can't easily confirm eligibility, coverage dates, or who's covered
Benefits like $0 preventive care go unknown and unused
No goal-setting or onboarding assessment to surface relevant features
The experience is generic — not tailored to the member's plan or health profile

The Goal
Design a smarter, more personalized pre-onboarding experience that gives new members immediate value — the right info, at the right time, before their coverage even starts.

User flow

User flow

Getting into Lo-Fi so we can do user test