Web Content Services Migration
As the lead UX Designer embedded within multiple Agile pods, I helped transform Anthem’s public provider experiences across Iowa, Nebraska, New Jersey, Nevada, Louisiana, Maryland, California, and Arizona.
Many thought it was just a lift-and-shift. It was an opportunity to reimagine structure, usability, and performance from the ground up.
Company: Elevance Health, formerly Anthem Inc.
Role: UX Designer
Timeline: 10 Months
Team: 9 Designers
The Challenge
Anthem’s provider websites were aging fast.
Living on an outdated SharePoint 2007 infrastructure, they were difficult to manage, failed to meet accessibility standards, and provided a disjointed experience for healthcare providers. As Microsoft sunset support, Anthem decided to migrate to Oracle WebCenter Sites (WCS) and redesign 8+ state-specific sites.
spanned user-centered design, stakeholder engagement, and QA collaboration.
My Role
Translated prior research (focus groups, card sorts, usability testing) into actionable UX goals
Created responsive sitemaps and page templates aligned with accessibility and brand standards
Designed and QA’d a scalable component library with dev teams
Built 32+ high-fidelity mockups and collaborated with content strategists on site migration
Conducted stakeholder design reviews and assisted in UAT during dev sprints
Selected on-brand photography and created supportive illustrations for consistency
Developed a brand style guide covering typography, color, iconography, and UI patterns
The original Amerigroup Iowa homepage prior to migration
Discovery & Research
Before I joined the project, Anthem’s UX Research team conducted robust discovery work, including focus groups with providers, interviews, and surveys.
Key Findings
Their findings revealed critical pain points:
Confusing site structure and outdated navigation
Inconsistent and overly formal language
Hard-to-find tools, especially Availity, the secure provider portal
Non-responsive, non-accessible interfaces
No analytics and poor SEO performance
UX Goals & Outcomes
Improve findability
We reorganized navigation and content hierarchy to better align with provider workflows, reducing friction and time,
Streamline Availity access
Prioritized clear access points to Availity (the secure provider portal), which housed critical patient eligibility, claims, and benefits info.
Reduce support call volume
Simplified UI and improved content clarity led to measurable drops in calls to Provider Relations centers.
Enhance productivity
Created intuitive layouts that helped providers complete common tasks more efficiently, reducing dependency on support teams.
Elevate visual and functional accessibility
Delivered clean, consistent, WCAG-compliant designs and ensured responsiveness across devices.
Activate analytics + SEO
Enabled WCS analytics and partnered with content teams to implement strategies that boosted SEO across all migrated sites.
Redesigned page templates and mocks using WCS component library and updated brand standards.
Finalized site map reflecting reorganized content and simplified navigation patterns across all eight provider sites.
Refreshed color palette designed to improve visual contrast, brand consistency, and WCAG compliance.
Typography system designed for clarity and legibility across screen sizes aligning with brand standards and accessibility guidelines.
Standardized buttons and WCS components ensured consistent interaction patterns across all migrated sites.
Reflection
This was a foundational project in my UX journey. Not only was it my first at Anthem.
It’s one that taught me how to operationalize accessibility, translate insights into action, and build enterprise-ready systems that scale across regions and brands.