Blue Cross Digital Experience

Led end-to-end design initiatives across the BX+ Customer Portal, BlueCross HK Mobile App, SuperAgent+, and the corporate website. Maintained and enhanced key features to improve usability, streamline workflows, and boost user engagement. Restructured the corporate website’s information architecture and revamped the direct channel buy journey to simplify navigation and elevate customer satisfaction. Collaborated on a unified design system to ensure cross-platform consistency, reduce design-to-development gaps, and accelerate delivery across multidisciplinary teams.