Smart Search Update

Smart Search delivers an enhanced search experience by leveraging intelligent algorithms, contextual understanding, and dynamic filtering to surface highly relevant results aligned with user intent. Powered by advanced AI and machine learning, it has significantly transformed member services—streamlining operational workflows, reducing search friction, and improving overall user satisfaction.

Project Overview

The Smart Search feature within the Find Care flow was designed to improve accuracy and precision by simplifying how members search for healthcare providers.

My Role

Interaction Design, Visual Design, UAT and Execution Support, Post-iteration support

Teammate(s)

Lead Visual Designer: Lauren Leonard

Duration

6 Weeks

Deliverables

Wireframes, Prototypes, Usability Testing Plans and Reports, Final design specs and handoffs

Setting the Stage

At Florida Blue (Blue Cross Blue Shield of Florida), the search function is often the first touchpoint for members—whether they're looking for a doctor, changing their primary care provider, or checking the cost of care.

This project focused on improving the daily workflow by enhancing the provider search engine—the core tool members rely on to navigate healthcare services. Given the broad range of tasks handled through search in a high-demand environment, optimizing this experience led to greater efficiency for both internal teams and the members they support.

Understanding the Problem

The original search tool presented significant issues in both accuracy and usability, which led many members to abandon it in favor of external solutions like Google.

User research revealed that participants lacked confidence in the Smart Search results when attempting to find specific providers. The interface forced users to scroll through long, medical procedure descriptions before reaching the desired provider, creating hesitation and confusion. Even when the provider’s name was spelled correctly, the relevant result often appeared near the bottom of the list, reducing efficiency and trust in the tool.

Identifying Key Pain Points

1. Image button section below the search bar draws more attention than the search bar does

2. The size of the search bar is so narrow that pushes options with long content outside of the list box

3. The result may be nearly down to the bottom after the long scroll, even if the search word is exactly the same as the result.

4. I also did live observations. I reached out to an participant named Mary and asked her to walk me through a few tasks while I observed. Seeing the flow in real time revealed exactly where things slowed down or got confusing.

Analyzing Competitors

I audited platforms like Oscar, Kaiser, and UnitedHealthcare to understand best practices.

✅ Clean and easy-to-use search experience using tabs.
❌ Accessibility issue – Tabs aren’t screen reader–friendly, and it’s unclear which one is selected or how to navigate between them.

✅ Clear display of providers and conditions.

❌ Too many clicks – It takes extra steps to actually reach the needed information.

✅ Straightforward organization into four main categories.
❌ No free text input – Users must click through each step, making the process slower and less flexible.

Mapping the Journey

I mapped out every step smart search take—from entering the keyword to finding the results. Journey mapping helped surface high-impact, low-effort changes.

And since this wasn’t just a keyword search, I collaborated with backend team to fix the existing data modal with Kore.ai. For pages that have similar functionality, I introduced Reusable UI components to keep consistency.

Documenting UI Pattern

I explored different UI patterns for the search experience and chose a list box and combo box—it kept the brand and did not change too much from the older interface because most of members are not young . Based on feedback from UI developer accessibility review and business stakeholders, I narrowed the search entry points to five key categories except for “All”: conditions and services, costs of care, specialty, provider name, and facility name.

Delivering Results

Desktop

Native Mobile

Final Takeaway

  • Designed with a conversational mindset—prioritizing clarity, tone, and user guidance, especially during search and address input moments.

  • Collaborated closely with engineering to align on feasible solutions and minimize unnecessary complexity.

  • Developed reusable patterns like the List box and Combo box that can scale across various smart search.

  • Navigated cross-functional misalignment by clearly communicating user needs and the rationale behind design decisions.

  • Proactively connected with teams managing the member-facing experience to share insights and align on a consistent approach—strengthening collaboration and driving broader organizational value.

  • Remained adaptable, helping the team pivot quickly when priorities or scope changed.

  • Established clear KPIs early to drive prioritization and measure the impact of our design decisions