Florida Blue - Copywriting, UX Writing

Making health insurance easier to navigate

With frog design, I pitched in on a massive site redesign for Florida’s local Blue Cross Blue Shield provider, Florida Blue.

We reworked a lot of dense, nearly incomprehensible content pages to be clear, readable, and easy to navigate for patients, doctors’ office staff, and admins at companies who provide coverage for their employees.

We also created a copy guide to set up Florida Blue’s in-house content staff for future success.

Most of the many site pages we reworked are for logged-in users, but you can see some public-facing ones here and here.