SOLUTION

Being a part of the original site development in 2018, I now had the opportunity as the Art Director to re-imagine and guide the creative strategy of the design. I recognized opportunities to improve the site’s UI/UX and ADA compliance; key areas I became proficient in since the site’s original launch. 

In collaboration with the lead designer and developer, we identified templated page designs to provide flexibility for the varying content buckets for each drug covered on the site. Additional items we strived to enhance included:

• ADA compliance best practices with proper color contrast, especially across all buttons and text links

• Keeping the layout simple and clean, allowing for an enhanced user flow

• Elevated and modern aesthetic while leveraging existing BCBSAZ branding and components from other health initiatives sites for consistency

• Effective typography use for improved readability

• Simplified navigation to quickly and easily find important information related to specific drug use

• Improve site speed and load time

• Modified footer design for more emphasized call-to-action

• New imagery for cohesion with revised content

• Restructuring the backend set-up in Wordpress for easy admin use

My responsibilities exceeded beyond just the creative aspects of the project. I was also heavily involved in the client relationship and ensuring every component, whether content structure or development, was executed with quality standards. I worked closely with the account team to best allocate hours and outline the scope of work, keeping in mind client budget and goals for the site.