Clarity + Cohesion Across Healthcare Sites
A major health insurance company partnered with Bounteous to redesign and unify their public-facing websites, creating a seamless digital experience for users. Through a strategic discovery process and a flexible component library, we delivered a refreshed, brand-consistent design system focused on clarity, guidance, and authenticity.
- Experience Innovation and Design
- Content Strategy & Governance
- Enterprise Digital Transformation
- Content Management & Experience Platforms
By The Numbers
- 5 StatesSupported brand operations across 5 states
- 8microsites per state
- 22CMS Components designed and built
Business Issue
The parent company of a state-wide health insurance plan, faced a fragmented and inconsistent digital ecosystem. Over time, their public-facing websites had become disparate due to acquisitions, varying state requirements, and a lack of a unified digital strategy. Each of the eight microsites operated on different CMS platforms and used disjointed component libraries, leading to inconsistent user experiences and inefficient internal processes.
This digital fragmentation affected both end users and internal stakeholders. For customers, navigating the sites was confusing, with different visual languages, navigation patterns, and site structures across states. For internal teams, authoring content was cumbersome and time-consuming, with limited flexibility and no shared standards. It became difficult to maintain brand integrity or deliver a streamlined experience across markets.
We needed to approach the solution with awareness of multiple complexities: diverse audiences across five states, strict adherence to brand standards, and the necessity to work within the limitations of existing technologies including Adobe Experience Manager. Additionally, internal authoring needs varied significantly from site to site, requiring a flexible system that could support state-specific content while remaining cohesive.
Solution
To address these issues, the Bounteous Experience Design team led a full-scale redesign and unification initiative. We began with a robust discovery phase, which included stakeholder interviews, persona and journey mapping, a competitive review, and a full content audit. These activities helped us uncover user pain points, business priorities, and technical requirements—all of which informed the strategy moving forward.
From discovery, we aligned around three guiding principles: deliver refreshing clarity, demonstrate authenticity, and provide helpful guidance. These pillars grounded our design decisions and ensured we remained focused on user needs. We introduced a unified global navigation system that provided consistent access across all eight microsites, and developed a new, flexible component library of 22 elements to support scalability and authoring efficiency. Wireframes and hi-fidelity comps were created for seven key pages, serving as the design foundation for the broader ecosystem.
There were trade-offs and decisions along the way. Balancing consistency with the need for localized content was a challenge, especially given varying state-level regulations and programs. We also needed to ensure that our designs could be efficiently implemented within Storybook and AEM. This meant maintaining constant collaboration with development teams, ensuring our vision could be executed without overcomplicating the CMS environment.
Outcomes
The redesigned public sites marked a major step forward in creating a cohesive, user-friendly digital presence for the health insurance company. By unifying the navigation and component structure, we made it easier for users to find relevant information regardless of which state site they were visiting. The streamlined information architecture, consistent page layouts, and improved content strategy all contributed to a more intuitive and confidence-inspiring user experience.
Internally, the impact was just as significant. The flexible component library allowed content authors to work more efficiently, reducing time spent creating and maintaining pages. With a shared design system in place, teams across states could align on standards and updates, minimizing redundancy and confusion. Initial stakeholder feedback has been overwhelmingly positive, particularly around the ease of navigation and authoring.
Looking ahead, this unified design foundation positions the health insurance company to scale and evolve their digital presence more effectively. As user needs shift and content requirements grow, the component-driven system can adapt without sacrificing brand consistency. The work also sets the stage for future enhancements including personalization, improved accessibility, or deeper analytics, built on top of a solid, user-first experience.
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