Florida Blue
Florida Blue (a Blue Cross/Blue Shield company) has always been forward thinking when it comes to health insurance, but their website was stuck in the past. Too-long pages, confusing navigation, and clunky content were sending their members away from the site and to call centers, driving up costs.
They hired Frog Design to create a beautiful, intuitive experience that would serve members more efficiently.
As the lead writer on the project, I helped develop the brand tone and voice, collaborated on content strategy, and then rolled up my sleeves and wrote the Florida Blue website top to bottom.
This video walks you through a typical new member experience, and is a good representation of the full site.
You can explore the fully revamped site here.