Helping Thousands of Students Avoid $1,300 Fees Through Better Navigation

Goal: Redesign and migrate a critical student health insurance site to AEM, improving navigation and helping students avoid costly $1,300 fees due to lack of awareness.

Outcome: Clearer IA, updated branding, and school-specific navigation that increased findability of resources and secured a #1 Google ranking for “student health insurance.”

The Challenge

The previous Student Blue site was outdated, difficult to navigate, and disconnected from the BCBSNC brand ecosystem.

• Students often didn’t know they were enrolled and were charged unnecessary $1,300 fees.

• Multiple portals (StudentBlue, BlueConnect, BlueLink) created brand and navigation confusion.

• The project required migration into Adobe Experience Manager (AEM) under members.bluecrossnc.com, which came with component and layout constraints.

My Role and Approach

• Supported the redesign using BCBSNC’s design system, while managing AEM constraints.

• Developed new IA and navigation patterns for school-specific content.

• Collaborated closely with another designer and marketing stakeholders to validate and iterate solutions.