2025 - 2026
2025 - 2026
Blue Cross Blue shield
federal employee program
Blue Cross Blue shield
federal employee program
Blue Cross Blue shield
federal employee program
Role
Role
Lead UI Designer
agency
agency
BBDO Chicago
industry
industry
Healthcare
Tools
Tools
Figma, Adobe CC & Tableau
overview
overview
overview
My role
My role
Lead UI Designer on the BCBS FEP account at BBDO Chicago.
Part of a 40+ person team serving the largest health insurer for the federal workforce, covering over 5.5 million employees, retirees, and their families.
Lead UI Designer on the BCBS FEP account at BBDO Chicago.
Part of a 40+ person team serving the largest health insurer for the federal workforce, covering over 5.5 million employees, retirees, and their families.
scope
scope
I work across three teams: web, advertising, and CRM.
On the web side, I partner with account and strategy to design new pages and refresh existing ones based on client needs. That includes leading the redesign of the Ask Blue FEP Plan Finder as the sole designer.
On the advertising side, I design across digital display and out-of-home ads. For CRM, I create emails for current and prospective members year-round.
I work across three teams: web, advertising, and CRM.
On the web side, I partner with account and strategy to design new pages and refresh existing ones based on client needs. That includes leading the redesign of the Ask Blue FEP Plan Finder as the sole designer.
On the advertising side, I design across digital display and out-of-home ads. For CRM, I create emails for current and prospective members year-round.
projects
projects
projects
2025
2025
AskBlue fep plan finder tool
AskBlue fep plan finder tool
what is it
what is it
Federal employees use this tool to compare medical, dental, and vision plan options. It's especially critical during Open Enrollment, when the decisions they make affect a full year of coverage.
Federal employees use this tool to compare medical, dental, and vision plan options. It's especially critical during Open Enrollment, when the decisions they make affect a full year of coverage.
problem
problem
Health insurance is notoriously hard to navigate, and research consistently shows that roughly 50% of insured adults struggle to understand their coverage.
On the existing interface, key information like premiums, out-of-pocket costs, and enrollment details was hard to find and even harder to compare across plans.
Users faced information overload, got lost in jargon, and left without completing enrollment.
Health insurance is notoriously hard to navigate, and research consistently shows that roughly 50% of insured adults struggle to understand their coverage.
On the existing interface, key information like premiums, out-of-pocket costs, and enrollment details was hard to find and even harder to compare across plans.
Users faced information overload, got lost in jargon, and left without completing enrollment.
process
process
Working with the UX team, we narrowed the focus to three areas:
Working with the UX team, we narrowed the focus to three areas:
#1
Plan Overview
Introduced a bento box layout that surfaced the most critical information upfront: premium, enrollment code, and a plain-language plan summary.
Users could now understand their recommended plan at a glance above the fold, before even scrolling.
Introduced a bento box layout that surfaced the most critical information upfront: premium, enrollment code, and a plain-language plan summary.
Users could now understand their recommended plan at a glance above the fold, before even scrolling.
#2
Plan Comparison
Redesigned the table to lead with the most important fields: monthly premium, deductible, and out-of-pocket max.
Bolder tab designs and clearer visual hierarchy helped users compare plans without getting lost in fine print. Also, a weighted "Best Match" indicator was added so the recommended plan was always easy to identify.
Redesigned the table to lead with the most important fields: monthly premium, deductible, and out-of-pocket max.
Bolder tab designs and clearer visual hierarchy helped users compare plans without getting lost in fine print. Also, a weighted "Best Match" indicator was added so the recommended plan was always easy to identify.
#3
Enrollment & Support
Restructured the page to surface commonly asked questions and simplified the language throughout, cutting jargon and making the path to enrollment more direct.
Restructured the page to surface commonly asked questions and simplified the language throughout, cutting jargon and making the path to enrollment more direct.
The redesign extended across the dental and vision plan tools as well, applying the same content hierarchy and design language for a consistent experience across all three.
The redesign extended across the dental and vision plan tools as well, applying the same content hierarchy and design language for a consistent experience across all three.
impact
impact
The redesign launched ahead of Open Season and delivered the strongest results BCBS FEP has seen. Tool usage up 40% and enrollments from users who completed the quiz up 60%. Reducing friction at the decision point was what moved users from browsing to enrolling.
The redesign launched ahead of Open Season and delivered the strongest results BCBS FEP has seen. Tool usage up 40% and enrollments from users who completed the quiz up 60%. Reducing friction at the decision point was what moved users from browsing to enrolling.
To view the redesigned summary page, complete the plan finder questionnaire for medical, dental, or vision. Once finished, you'll be able to explore the new design.
To view the redesigned summary page, complete the plan finder questionnaire for medical, dental, or vision. Once finished, you'll be able to explore the new design.
2026
CRM Email marketing
2026
CRM Email marketing
what is it
what is it
CRM email is one of the primary ways BCBS FEP communicates directly with its members and prospective enrollees. Emails go out year-round to roughly 4 million people a month, covering Open Season enrollment, plan benefits, preventive care, and everyday health topics.
Some are standalone sends. Others are part of longer journeys spaced over several weeks to guide members through a decision or keep them engaged.
CRM email is one of the primary ways BCBS FEP communicates directly with its members and prospective enrollees. Emails go out year-round to roughly 4 million people a month, covering Open Season enrollment, plan benefits, preventive care, and everyday health topics.
Some are standalone sends. Others are part of longer journeys spaced over several weeks to guide members through a decision or keep them engaged.
process
process
Getting people to click in an inbox is harder than it sounds, especially for a healthcare brand. It comes down to pairing the right message with a design that makes acting on it feel easy and non-committal.
I developed a new template for monthly member emails that the client approved. The designs have a distinctive look, all while using the standard BCBS color palette and typography guidelines.
Getting people to click in an inbox is harder than it sounds, especially for a healthcare brand. It comes down to pairing the right message with a design that makes acting on it feel easy and non-committal.
I developed a new template for monthly member emails that the client approved. The designs have a distinctive look, all while using the standard BCBS color palette and typography guidelines.
impact
impact
Since BBDO took over email design for BCBS FEP, the account has seen measurable increases in engagement and CTA interactions across sends. The new monthly template is now the standard for dental and vision emails going forward.
Since BBDO took over email design for BCBS FEP, the account has seen measurable increases in engagement and CTA interactions across sends. The new monthly template is now the standard for dental and vision emails going forward.
2025
BCBS FEP Internal tableau dashboard
2025
bcbs fep internal tableau dashboard
what is it
what is it
An internal executive-level tool that consolidates all marketing KPIs into one centralized location.
Before it existed, performance data was scattered across multiple reports, spreadsheets, and platforms, making it difficult for the client to get a clear picture of their marketing performance.
An internal executive-level tool that consolidates all marketing KPIs into one centralized location.
Before it existed, performance data was scattered across multiple reports, spreadsheets, and platforms, making it difficult for the client to get a clear picture of their marketing performance.
process
process
The dashboard is organized around how BCBS structures their business. The top level is an executive summary showing the most important KPIs at a glance: media spend, impressions, non-member leads, and campaign sessions. From there, the client can filter down by plan type for a more granular view.
Every KPI includes context, either a comparison to goal or a previous time period, so the numbers always mean something. Everything was built to match the BCBS design system so the dashboard felt like a natural extension of the brand rather than a generic reporting tool.
The dashboard is organized around how BCBS structures their business. The top level is an executive summary showing the most important KPIs at a glance: media spend, impressions, non-member leads, and campaign sessions. From there, the client can filter down by plan type for a more granular view.
Every KPI includes context, either a comparison to goal or a previous time period, so the numbers always mean something. Everything was built to match the BCBS design system so the dashboard felt like a natural extension of the brand rather than a generic reporting tool.
impact
impact
I had never used Tableau before this project. I taught myself the platform as the work progressed, and by the time it launched I was confident in it. The client now uses it as their primary window into marketing performance and was extremely happy with design and layout of the dashboard.
Note: Data shown is illustrative and does not reflect actual client figures.
I had never used Tableau before this project. I taught myself the platform as the work progressed, and by the time it launched I was confident in it. The client now uses it as their primary window into marketing performance and was extremely happy with design and layout of the dashboard.
Note: Data shown is illustrative and does not reflect actual client figures.
Niko Sarles
based in Chicago, il
Niko Sarles
based in Chicago, il
Niko Sarles
based in Chicago, il