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State of Arizona Microsite

Web Development, Design, and Product Management
Project Overview
Create a new marketing microsite targeted to State of Arizona employees for the to pick Blue Cross plans over competitors.
My Contributions
Assisted with design. Managed backlog, sprints and stakeholder relationships. Collaborated with designers and developers to develop UI elements and integrated the code with Sitecore CMS.
Dynamic Web Application
Web Development, Design, and Product Management
2020
Outcomes
- Increased conversation rate for State of AZ members.
- Increased healthcare plan sales.
- Increased NPS by 3 points in 4 months.
- Decreased call volume related to State of AZ member inquiries.
This project was a fast follow through with a 3 month time to market window. With a new contract established with the State of Arizona; Blue Cross needed a new microsite to help State of Arizona Employees in selecting the plan that fit them best.

The microsite was designed to provide useful and detailed information in an easy to digest and streamlined fashion. Market analysis was conducted to understand competitors offerings and user research helped gain insights around key functionality users expected to have.

After the design was established, it was quickly developed using HTML, CSS, and JavaScript and integrated with Sitecore CMS to allow for fast content changes. The integration with the CMS proved to be vital to the sales team, since we were able to adjust our content and plan information as the market and our competitors shifted strategies.