PayFlex was a national provider of healthcare and benefits management services and a companion to Aetna’s plan offerings. On January 17, 2024 PayFlex was rebranded to Inspira Financial. The goal of this redesign project at the time was to create an experience that more directly delivers on Payflex’s business strategy & value proposition: “Make it simple to plan, save, and pay for personal well-being.” In approaching this challenge, I lead a team of 3 UX & UI designers to introduce a more optimal information architecture, a re-envisioned user experience, comprehensive visual design system, and transition to the AEM content management platform.
To start things off the team collected and compare data related to Payflex competitors and select out-of-category web experiences, highlighting strengths and weakness via heuristic evaluation to identify key opportunity areas for the upcoming design phase
As part of the discovery phase the team also underwent exercises in interviewing and defining various priority personas that would be the main focus as part of the re-envisioned experience. Focusing on plan sponsors, brokers and members, through several online interviews we gained insights into website behaviors and interactions that would begin to inform how we approach an experience that would uniquely fit their needs.
The PayFlex brand identity was dated and in need of a refresh to give it a modern look and feel. We came up with a more intentional vibrant color palette, an authentic approach to photography and iconography that effectively assisted in story-telling while feeling more own-able.
Given that individuals might be seeking out different information than a plan sponsor or broker, the team created an initial landing page which lets users self-identify, taking them then to a tailored experience that would better fit their needs. Individuals are able to log into their member portal and gain a better understanding of their benefit options while Plan Sponsors and Brokers are served information tailored to the advantages in partnering with Payflex to their organizations and clients.
Once establishing & aligning on the sitemap, information architecture and wireframes with stakeholders, the team then applied the brand direction to the new site experience. In addition to the detailed design phase, the team also worked to put together detailed documentations and a component library to assist in the development phase.
