Case Study: Blue Cross Blue Shield of Rhode Island boosts health insurance conversions with MojoTech’s UI/UX redesign

Fortune 50 Healthcare Insurer boosts plan conversions 161% with MojoTech

Blue Cross Blue Shield of Rhode Island (BCBSRI) faced the challenge of an overwhelming and confusing online health insurance purchasing experience, which led to high customer drop-off rates and an over-reliance on call centers. The non-profit insurer partnered with vendor MojoTech for a UI/UX redesign to simplify the decision-making process and help customers confidently choose the right plans.

MojoTech implemented a solution that included restructuring the site's information architecture, simplifying language, and introducing tools like a multi-step questionnaire and a Save feature. This streamlined the process for customers to discover, compare, and enroll in plans. As a result of MojoTech's work, BCBSRI saw a 161% increase in individual plan conversions, a 40% increase in Medicare conversions, and a 30% increase in cross-sell, while also significantly improving operational efficiency.

Fortune 50 Healthcare Insurer