Cost Transparency
Empowering Guidewell members with upfront, transparent healthcare cost estimates to make confident decisions about their care - from routine visits to complex procedures.
Duration
2 Years+
My Role
UX Designer
Team
Digital
Impact
2M+ Members
Project Overview
Creating the foundation for cost transparency across Florida Blue's member experience
Healthcare pricing has long been one of the most opaque and frustrating aspects of the American healthcare system. At Guidewell, we recognized that this lack of transparency was creating significant barriers to trust, financial planning, and confident healthcare decision-making for our members.
This project set out to fundamentally change how members interact with healthcare costs by creating a comprehensive Cost of Care flow that provides clear, personalized, and actionable pricing information for everything from routine office visits to complex surgical procedures.
-
70 %
Reduction in billing surprises
-
45%
Improvement in member trust scores
-
2M+
Members with access to accurate cost data
-
35%
Reduction in cost-related support calls
Understanding the Problem
Healthcare cost opacity was creating barriers to care and eroding member trust
Confusion and frustration when trying to plan for care.
Unexpected bills that erode trust in the health plan.
Delayed or avoided treatments due to uncertainty around affordability.
Increased burden on call centers and support teams, as members seek answers manually.
Reduced engagement with digital tools, pushing users toward third-party platforms or abandoning self-service options altogether.
Through member interviews and analytics review, we discovered that the absence of cost transparency was creating a fragmented and stressful journey. Members were unable to make informed healthcare decisions, leading to anxiety around both care and financial planning.
The healthcare industry's complex pricing structure-involving deductibles, co-pays, co-insurance, and varying provider rates made it nearly impossible for members to predict their out-of-pocket costs without calling customer service or experiencing surprise bills after care.
Research & Competitive Analysis
Learning from adjacent industries and identifying opportunities for innovation
Since healthcare cost transparency tools were limited across the industry, we expanded our research to e-commerce and financial services platforms to understand how other industries handle complex pricing comparisons and transparent cost discolsure.
E-commerce Comparison Tools
Strengths
- Clean, side-by-side comparison layouts
- Clear display of pricing and feature differences
- Intuitive, filtering and sorting options
Challenges
- Table accessibility issues for screen readers
- Information overload in detailed comparisons
- Lack of contextual guidance for decision-making
Financial Planning Tools
Strengths
- Clear cost breakdowns and projections
- Personalized estimates based on user data
- Educational content alongside pricing Healthcare Competitors
Challenges
- Complex navigation requiring multiple steps
- Overwhelming amount of financial jargon
- Limited mobile optimization
Healthcare Competitors
Strengths
- Integration with member plan details
- Provide network-specific pricing
- HIPAA-compliant data handling
Challenges
- Limited procedure coverage and accuracy
- Poor user experience and confusing interfaces
- Lack of bundled procedure pricing
Design Process & Journey Mapping
A systematic approach to solve complex healthcare pricing challenges
Discovery & Research
Conducted member interviews, analyzed support call data, and mapped existing cost inquiry touchpoints to understand pain points and user needs.
Data Architecture Collaboration
Partnered with backend engineers to restructure existing data modals, aligning with ICD-9 and ICD-10 coding standards for accurate cost calculations.
User Journey Mapping
Mapped every step of the cost inquiry process, from initial search through final cost comparison, identifying opportunities for clarity and efficiency improvements.
Wireframing & Prototyping
Created low and high-fidelity wireframes focusing on information hierarchy, comparison tools, and mobile-responsive layouts.
Component Library Development
Built reusable UI components for cost displays, comparison tables, and estimate disclaimers to ensure consistency across related tools
Testing & Iteration
Conducted usability testing with real members, focusing on comprehension of cost information and confidence in decision-making.
Design Solution
A comprehensive cost transparency experience that empowers informed healthcare decisions
Personalized Cost Estimate: Integration with member plan details to provide accurate, personalized out-of-pocket cost estimates based on individual deductibles, co-pays, and plan benefits.
Provider Comparison Tool: Side-by-side comparison of costs across different providers within the member’s network, helping them make cost-conscious decisions without sacrificing quality.
Bundled Procedure Pricing: Clear breakdown of complex procedures (like surgeries) that involve multiple services, giving members a complete picture of expected costs.
Accessible Design:, WCAG AA compliant interface with clear information hierarchy, screen reader compatibility, and mobile-responsive design
Key User Interface Designs
Desktop
Diverging Page to Single vs Sets of Services
Sets of Services with 3 estimates available in Cost Comparison Page
Filling Provider and Facility for each procedure within Sets of Services
Edge case where one of the estimate cannot load due to system failure
Native Mobile
UI Pattern Update
Contextual Guidance
Added educational tooltips and contextual help to explain healthcare terms and cost factors, reducing confusion and building confidence.
Mobile-First Design
Optimized the experience for mobile devices, where many members first search for cost information while discussing care with providers.
Privacy & Security
Implemented secure data handling practices while balancing personalization with member privacy concerns.
Performance Optimization
Designed efficient data loading patterns to providing fast cost estimates even with complex calculation requirements.
Impact & Results
Measurable improvements in member satisfaction, engagement, and healthcare decision-making
The Cost Transparency project delivered significant value across multiple dimensions - improving member experience and establishing Guidewell as a leader in healthcare cost transparency.
-
70 %
Reduction in billing surprises
-
45%
Improvement in member trust scores
-
2M+
Members with access to accurate cost data
-
35%
Reduction in cost-related support calls