Highmark
Highmark Health| Paperless EOBs
Managed, re-designed and led the UX for Highmark Health’s paperless Explanation of Benefits (EOB) opt-in experience, with the goal of increasing digital adoption and reducing print costs.
Role
UX Manager & Designer | Focus: Interaction design, competitive analysis, stakeholder collaboration, usability testing, user testing script writing, user testing content writer
Problem
Many members continued receiving paper EOBs by default, creating unnecessary mail volume, slower access to information, and higher operational costs. Existing opt-in paths were buried, unclear about benefits, and lacked trust-building details around security and convenience.
Approach
Through competitive analysis, extensive user testing, member feedback, and journey mapping, I identified key friction points and pain points in the existing paperless EOB experience. I listened to the feedback of the Highmark members and redesigned a streamlined, progressive opt-in flow that incorporated a bold graphic element as a clear visual cue. The new experience highlighted the benefits of going paperless—faster access, environmental impact, and a secure digital archive—while addressing common concerns around security and the ability to revert. Contextual prompts were integrated across member portal touchpoints. Prototypes were tested and iterated with stakeholders and usability participants.
Outcome
The redesigned paperless EOB experience clearly showed users what opting in meant for them—reducing paper waste while receiving their Explanation of Benefits digitally. It created a clear, low-friction choice while allowing users to manage their preferences. The work supported increased opt-in rates and aligned with Highmark’s broader digital transformation and sustainability goals.