Blue Shield of California

How Critical Mass reimagined the Blue Shield of California experience so that Californians can have an easier time accessing, understanding, and using health care.

Blue Shield of California needed help. In an industry plagued by low customer trust and expectations, their members faced a fragmented digital experience that lacked identity, consistency and credibility. For many members, this made an trying time of life even more difficult. 

With the guiding principles of being simple, human and intelligent, we set out to overhaul Blue Shield of California’s digital experience starting with an all-new responsive website. We restructured and streamlined their information architecture and simplified their array of subdomains and legacy platforms into one site.

A reorganized navigation and intuitive user experience helps customers easily manage their plan, track their claims, find benefits, or get urgent care. The redesigned prospect experience incorporated Blue Shield’s new brand positioning, and more effectively drives new customers to find a plan that best suites their needs.

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Decrease Bounce Rate on Homepage


Increase visits going to login from homepage.


Increase visits going to shops plans.

Focused on Members

Blue Shield of California members can keep their health insurance plan at their side with a completely redesigned mobile app experience. With Blue Shield’s first truly native iOS and Android apps, members can now find a doctor, check the status of claims, access ID cards and find benefit details - anytime, anywhere.

Fingerprint authentication simplifies access to a personalized dashboard that puts the top tasks and key plan information front and center. Needing to show an ID card at the emergency room, finding urgent care, or simply managing deductible and health spending amounts are all in reach with a single tap.

Finding a doctor is now intuitive and painless through an experience that makes it easy to refine results, map desired locations, learn about doctors and understand if they are in-network. Getting plan information and benefit details is equally effortless.

See the Blue Shield of California website here.

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Increase in app users


Increase in mobile app downloads