Connecting public health data capabilities with the onboarding, operating models and shared decisions needed to support them.
Explore CDC Data ExchangeBlue Cross NC · Professional experience
Design for the
whole experience.
Nine years of product design and strategy, connecting what members and agents needed with the systems that served them.
What sits behind
a better experience?
My early work focused on the things people could see and use: billing, rewards, provider search, navigation and enrollment. These were important problems, but the same friction kept appearing between products, information, teams and decisions.
Over time, I moved from improving individual features toward understanding those relationships. BlueConnect 2.0 introduced behavioral models, lifecycle journeys and customer jobs into the discussion. Agent 2025 carried that perspective into the systems agents relied on to serve their customers.
Turn understanding
into direction.
For member experiences, I helped translate complex account and policy states into clearer pathways for payments, AutoPay, confirmations and reinstatement. Shared interaction patterns and information architecture gave the portfolio a more coherent foundation. The work made consistency useful: people could recognize how an experience worked, while teams had patterns they could build on.
I initiated the agent strategy effort alongside my existing work, then secured support from my manager and product strategy. Leading a researcher and designer, I connected agent interviews with enterprise stakeholders, product inventories, role hierarchies and ecosystem mapping. We examined how agents actually worked across quoting, enrollment, commissions, client service, training and support.
We developed four behavioral archetypes and twelve future-facing concepts, focusing the vision on the Ally and Champion archetypes: relationship and service value. Validation challenged ambitious dashboards while basic billing information was still missing. We treated dependable essentials and role-based access as foundations, then refined where notifications, client history and guidance could help without duplicating agents’ existing tools.
From more information to a useful next action.
EVIDENCE
Different working needs
Individual, group and agency-support roles needed different information.
DESIGN CHOICE
Role-aware actions
Show relevant exceptions and connect them to the work that follows.
TESTED DIRECTION
Notifications with purpose
Refine the concept around billing, renewals and client service, not another feed.
A useful concept has to fit the way people work.
An actionable tool,
not another feed.
The notification concept made a larger design tension tangible. Agents wanted help noticing what mattered, but their work differed by role and market. Individual-client alerts did not automatically fit group-support work, and more analytics could become more information to manage.
In validation, I explained the notification center as a workflow tool: filtered for the person’s responsibilities and connected to an action. Feedback about overdue premiums, client interaction history and existing systems helped us refine the broad vision into more specific, useful support.
A stronger basis
for what came next.
Across the portfolio, I contributed product designs, reusable interaction frameworks, research-informed information architecture and future-state experience strategy. For Agent 2025, the concrete work included behavioral archetypes, ecosystem and role models, concepts tested with agents, and a shared direction for prioritization.
The future-state concepts were paired with staged execution planning and a nearer-term improvement workstream. Access, useful client context and dependable operational basics became foundations for the wider vision. The strategy created a basis for deciding what to do next without treating every concept as an immediate release.
The organization
is part of the experience.
Blue Cross NC changed the scale of the questions I asked. A member or agent experiences the combined effect of products, policies, information, support and responsibilities. Designing well means understanding those connections, then making specific choices about what should change.
