Payment Flow for Multiple Channels
The Payment Flow supports multiple channels—including Guest, Member, SalesConnect, FHCP, and FFM—designed to deliver a consistent, secure, and seamless payment experience across diverse user journeys. By applying standardized processes, clear messaging, and adaptable workflows, the payment system ensures clarity and confidence for users regardless of their entry point.
Integrated across Florida Blue’s digital ecosystem, this multi-channel payment flow fosters alignment between business units and technical teams, reduces friction, and accelerates transaction completion. It serves as a critical foundation for enhancing member satisfaction and operational efficiency while maintaining compliance and security standards.
Project Overview
This project developed a unified payment flow that supports multiple user channels including Guest, Member, SalesConnect, FHCP, and FFM. The goal was to create a seamless, secure, and intuitive payment experience tailored to the unique needs of each channel while maintaining consistency across the entire system.
My Role
Interaction Design, User Testing, Visual Design, UAT Support, Execution Support
Teammate(s)
Lead Visual Designer: Lauren Leonard
Duration
6 months
Deliverables
Wireframes, Prototype for testing, Final version to devs
Setting the Stage
As Florida Blue serves a diverse membership and partner ecosystem, providing a seamless, secure payment experience across multiple channels is essential. Members and guests access payment services through different entry points—whether directly as members, via SalesConnect representatives, through Federally Qualified Health Centers (FHCP), or the Federally Facilitated Marketplace (FFM). Each channel presents unique user needs and operational requirements, making consistency and clarity critical to avoid confusion and friction. Additionally, stringent security and compliance standards demand robust solutions that protect sensitive financial data while enabling smooth transactions. This project aimed to unify and streamline the payment experience, balancing flexibility with standardization to enhance trust, efficiency, and satisfaction across all user journeys.
Understanding the Problem
Because the payment flow across multiple channels was poorly designed, users faced confusion, inconsistent experiences, and increased friction, leading to abandoned transactions and frustration. Lack of clear communication or mismatched workflows between channels created errors and delays, damaging trust and satisfaction. Security gaps or compliance failures risked exposing sensitive financial data, resulting in regulatory penalties and reputational harm. Additionally, fragmented processes increased operational complexity and maintenance costs, hindering scalability and responsiveness to evolving member needs. Ultimately, a subpar payment flow undermined Florida Blue’s ability to deliver reliable, member-centered service and weakens overall business performance.
Identifying Key Pain Points
Because this work consists of multiple channels and workflow, I will show the most iconic issues with the original payment system.
Too much information on the payment management page
Unclear path and indication
Mapping User Journey
The top priority is to simplify the entire flow, making it clear and logical for members during navigation.
Original Path
New Path
Initiating User Testing
This project heavily invested on user testing. After 2-3 months of testing, we could reach to the final version of all payment experience across the entire site.
Testing Example: Make Payment
Testing Example: Payment Method
Documenting UI Pattern
As part of the final deliverable, we included both the new UI pattern - File tab, and all the possible scenarios.
Final Takeaway
Designing the payment flow across multiple channels—Guest, Member, SalesConnect, FHCP, and FFM—required creating a seamless, secure, and consistent experience tailored to diverse user needs and contexts. Prioritizing clarity and ease of use ensured users could confidently complete payments regardless of their access point. Close collaboration with cross-functional teams helped align technical feasibility with business requirements, while adaptable design patterns supported scalability across channels. Emphasizing robust security and compliance built trust across all user segments. Continuous user feedback guided iterative improvements, resulting in a unified payment journey that strengthens Florida Blue’s commitment to accessible and member-focused service delivery.