Alberta Blue Cross^® + UserTesting

To better support members and reduce confusion, Alberta Blue Cross turned to UserTesting to gather real-time feedback from both members and internal teams. They conducted a mix of moderated and unmoderated tests to identify pain points in the existing spending account pages, focusing on comprehension, terminology, and information hierarchy.

Through task-based scenarios, the team assessed how well members understood credit rules and expiration timelines. They also tested visual layouts to ensure critical information, like available credits and upcoming credit forfeitures, was easy to find and act on.

Involving customer service reps in the testing process provided an additional layer of insight. The new designs not only clarified the member experience but also became a valuable tool for training support teams and reducing call volume.

Post-launch, Alberta Blue Cross deployed surveys across digital channels to monitor satisfaction and uncover opportunities for future improvement. The result was a data-backed experience that met the top member needs, simplified internal workflows, and reinforced trust through clarity and transparency.

Alberta Blue Cross’s investment in human insight transformed one of its most complex benefits—spending accounts—into a clearer, more empowering experience for members. What began as a redesign effort quickly became a catalyst for improved service delivery, internal alignment, and customer trust.

Using UserTesting, the digital experience team identified specific points of confusion, validated content structure, and refined design choices through real member feedback. Insights guided everything from language clarity to visual hierarchy, all aligned to the organization’s internal CX trust framework.

The impact was tangible:

• Call volume related to spending accounts dropped 8% year-over-year, reducing pressure on customer service teams.

• Member site satisfaction increased 4% during the busiest Health Spending Account season, reflecting improved comprehension and ease of use.

• The new design became a valuable support tool, helping onboard customer service reps and ensuring consistent messaging.

• UX insights were shared across service and marketing teams, improving communications and reinforcing a more customer-informed way of working.

Accessibility was also a core focus, with improvements in screen reader compatibility, contrast, and keyboard navigation—all contributing to a more inclusive digital experience. Today, this initiative serves as a model for how Alberta Blue Cross brings the voice of the customer into product development, content strategy, and cross-functional decision-making.