Healthcare pricing is often opaque, complex, and difficult for members to navigate. At Florida Blue, we recognized that this lack of transparency was a barrier to trust, financial planning, and confident decision-making. Members frequently entered care experiences without a clear understanding of what services would cost—leading to frustration, delayed care, or unexpected bills.

To address this, our team set out to lay the foundation for cost transparency across the member experience. The goal was not only to surface cost information, but to design an experience that made it clear, contextual, and actionable. Whether a member was exploring a routine office visit or a complex procedure like surgery, they needed a tool that could guide them through pricing estimates in a way that was personalized, accurate, and easy to understand.

We approached this by mapping real-world use cases, interviewing stakeholders, and researching how members interpret financial data in a healthcare context. The resulting Cost of Care flow served as a central touchpoint—allowing users to search for services, view cost estimates across multiple providers and plan types, and even compare bundled procedures side by side.

By creating this foundation, we not only improved user confidence and satisfaction but also paved the way for future innovation in personalized plan management, price transparency regulations, and AI-powered cost forecasting.