Unified Payment Flow
Designing a seamless, secure payment experience across five distinct channels—Guest, Member, SalesConnect, FHCP, and FFM—creating consistency while respecting unique user contexts and operational requirements.
Duration
6 Months
My Role
UX Designer
Channels
5 Unified
Impact
2M+ Members
Project Overview
Creating payment consistency across Florida Blue's complex digital ecosystem
Guidewell serves a diverse ecosystem of members, partners, and stakeholders, each accessing payment services through different entry points with unique needs and operational requirements. The challenge was creating a unified payment experience that maintained consistency while respecting the distinct contexts of each channel.
This project required deep systems thinking—understanding how different user types, business processes, and technical constraints intersected to create a cohesive yet flexible payment architecture.
-
35%
Reduction in payment abandonment
-
50%
Faster transaction completion
-
5
Separate workflows unified
-
90%
Cross-team alignment achieved
The Challenge
Fragmented payment experiences were creating confusion and operational inefficiency
Inconsistent experiences: Each channel had different UI patterns, workflows, and error handling
User confusion: Members moving between channels encountered completely different payment interfaces
High abandonment rates: Complex, unclear payment flows led to incomplete transactions
Operational burden: Multiple systems required separate maintenance and caused support complexity
Security gaps: Inconsistent implementation of security measures across channels
Key Pain Points
Information Overload
Payment management pages contained too much information, overwhelming users and obscuring primary actions.
Unclear Navigation
Users couldn't understand their current location in the payment process or how to move forward effectively.
Fragmented Workflows
Each channel had evolved independently, creating five different approaches to essentially the same core functions.
Security Inconsistencies
Different channels implemented security measures differently, creating vulnerability gaps and user confusion.
Design Process & Journey Mapping
Systematic approach to understanding and unifying complex multi-channel workflows
Original Path
Fragmented Experience:
-User enters payment area
- Encounters channel-specific interface
- Navigates confusing information layout
- Struggles with unclear next steps
- May abandon due to complexity
- Different experience per channel
New Path
Unified Experience:
-User enters streamlined payment flow
- Consistent interface across all channels
- Clear information hierarchy
- Obvious next steps and progress indicators
- Confident completion of payment
- Same quality experience everywhere
Comprehensive User Findings
This project invested heavily in user testing across all five channels, requiring 2-3 months of iterative testing to reach the final unified experience.
Make Payment Testing
Tested the core payment initiation flow across all channels to identify common patterns and channel-specific needs.
Key Finding:
Users expected consistency but needed channel-appropriate context and security levels.
Payment Method Testing
Evaluated different approaches to payment method selection, storage, and security across user types.
Key Finding:
Guest users needed more guidance while authenticated users preferred efficiency and saved methods.
Cross-Channel Validation
Tested users moving between channels to ensure consistent mental models and expectations.
Key Finding:
Visual consistency was crucial for building trust across different access points.
Design Solutions
A unified system that balances consistency with channel-specific needs
UI Pattern
Honorable Results
-
35%
Reduction in payment abandonment
-
50%
Faster transaction completion
-
5
Separate workflows unified
-
90%
Cross-team alignment achieved