A dozen clients, three platforms, one member experience.

Onlife Health is a wellness company owned by BlueCross BlueShield of Tennessee, covering more than 10 million lives. Health plans and employers license its portal so their members can take a health assessment, work with a coach, follow courses and track progress toward a goal.

When Furiae came on board, the product had grown into three separate platforms with hundreds of screens, serving more than a dozen clients. The interface had not been updated in years. Screens looked dated, behaved differently from one platform to the next, were not responsive and lacked clear calls to action.

The first request was modest: review the application and recommend improvements. The review made the case for something larger, and the project became a complete rebuild.

We started with an eye-tracking review of the existing dashboard. People scan a page in predictable ways: an F shape down the left side, most attention in the top left corner, then a Z across the rest. The question was whether the dashboard let them.

It did not. Placement was not the main problem. Volume was. Long runs of text and too many calls to action pulled attention in every direction, and the gaze path never settled into a reading pattern. Random eye movement signals confusion, and confusion ends in people leaving the screen.

Personas kept the clinical paths concrete. Each one follows a member from a health concern, through a first engagement with the product, to an action.

The sitemap came first: one login, one health assessment, one dashboard, and every program reachable from it.

We wireframed the core flows in grey before any visual design: dashboard, activity, coaching and weight management. Each was drawn for desktop, tablet and phone together, so responsive behavior was designed in from the start. The mobile app got its own set of 40 wireframes.

The wireframes became clickable prototypes in InVision. We put them in front of members, and also in front of Onlife's sales team, client sales teams and consultants, because they had to sell the product and explain how a client could customize it.

In July 2015 we took 11 mockups of the redesign to a focus group of 20 participants, 13 women and 7 men: the dashboard in two client brandings, trackers, the message center, the device dashboard, the health assessment and coaching. Every session was scored on four measures: efficiency, accuracy, recall and emotional response.

Participants also told us which sites and apps felt great to use, and those became the benchmark: QVC, Pottery Barn, Dropbox, Pinterest, Google, Samsung S Health and Apple Health.

Scrolling was the loudest complaint, and we did not take it at face value. Every focus group complains about scrolling, and heat-map studies show people scroll anyway. The real problem underneath was weight: the dashboard gave everything the same volume. So alongside the fixes we started an alternate, card-based dashboard to test against the long page.

In fall 2015, with the redesign implemented, we went back for hands-on feedback in a practical setting. This round covered the pages nobody had seen yet and the things we changed after round one: icons, devices and graphs. It also tested goal setup in the mobile app, and when to ask members for feedback and App Store reviews.

Participants worked through ten scenarios, six on the web portal and four in the mobile app, from logging in with a mailed brochure to messaging a coach, setting a goal and updating a tracker.

The finished platform covers the health assessment, coaching, self-guided courses, trackers, device sync, points and rewards, biometrics, reports, a symptom checker and video lessons. Every module is built from the same components and follows the same rules.

Members see their own numbers first: assessment results, biometrics against healthy ranges, and trackers for nutrition, weight, stress and cholesterol. The same data prints as a report to take to a doctor.

The iOS and Android app opens on the day's numbers: steps, nutrition, sleep, weight, active minutes. Trackers, coaching and messages sit one level down.

Eight colors with Pantone references and a single icon font, so new modules and new client brands start from the same parts.

The health assessment tells the system a member's age, habits and risks. We designed the dashboard to use that. A new member sees a simple default with a nudge to finish the assessment. Each answer after that unlocks the data and shortcuts that fit them: someone who reports high blood pressure sees that tile first, and someone who wants to eat better gets a one-click link to the weight management course.

What the dashboard promotes depends on the member. Coaching for people who ask for help, challenges for the competitive, the symptom checker when something feels wrong, and device-linked trackers for the numbers they watch.

We also wrote the analytics and A/B testing plan for the mobile and responsive application: the questions to ask of the data, eleven experiments, and a monthly release cycle that tests two or three things at a time and ships the winners.

Every measure improved between the two rounds. Recall moved the most, from 67 to 86.

Three platforms became one, and two legacy platforms were retired. Every client moved to the same product, configured for their own brand and programs. Testing did not stop at launch: we kept a standing loop of user testing and client reviews.

Alongside the product, we rebranded seven business units and built a shared media library of more than 1,200 assets, which cut marketing production time by 40%.