Leading the pack in an evolving industry.

Health insurance is complicated, and in the era of the Affordable Care Act, it’s changing. When BlueCross BlueShield of Western New York (BCBSWNY) needed to stand out from a flood of competitors on the exchange marketplace, they hired Block Club to design the Exchange Journey, an engaging web experience to reflect the ease of purchasing health insurance from BCBSWNY. They wanted the insurance shopping experience to be simple and pleasant. Using intuitive prompts for user input, Block Club designed individual web journeys to guide each customer toward the best plan for his or her family and lifestyle. Numerous phone numbers were consolidated into one single point of contact for simplified customer support. Clean layouts, large page breaks and gentle color schemes made for a calming user experience, intended to transform a frustrated, confused shopper into a relaxed, satisfied and engaged customer who understands that customer experience and great service are true priorities. Working hand-in-hand with the BCBSWNY digital experience and marketing teams, Block Club has helped to make purchasing health insurance an enjoyable and informative experience for BCBSWNY members.


2015 Blue Cross Blue Shield Association Best of Blue
Integrated Marketing Campaign

2015 Silver ADDY
Digital Advertising: Website

2015 infoTech Niagara BETA Award
Best New Website