Enhancing member self-service through intelligent, conversational search.
Role: Lead Product Designer | Tools: Figma, Mural | Team: 1 UX Designer, 1 DX Manager, 2 Product Owners
2 UX Architects, 2 UI Developers, 2 Business Analysts,1 Data Scientist | Year: 2025
2 UX Architects, 2 UI Developers, 2 Business Analysts,1 Data Scientist | Year: 2025
The Problem
Members using the MyBlue eServices platform often struggled to find information quickly. The existing keyword-based search returned inconsistent results, forcing users to navigate through multiple menus or contact support for help. This led to frustration, increased call volumes, and inefficiencies across support channels. The Product Team identified an opportunity to introduce an AI-powered search bot to simplify information access and improve the self-service experience.
My Role and Approach
I was responsible for leading the UX design of a conversational AI search experience that would help members quickly locate accurate information. The goal was to design a smart, accessible, and trustworthy interface that reduced support calls, improved search accuracy, and integrated seamlessly across eService pages.
Action
Collaborated with Product, Engineering, and Content teams to define key use cases and member needs for AI-driven search.
Conducted journey mapping to identify high-volume inquiry patterns where AI could deliver the most value.
Designed conversational flows and interaction patterns, balancing natural language input with guided prompts for clarity.
Created wireframes and interactive prototypes to test tone, response clarity, and usability with target users.
Partnered with Engineering to ensure technical feasibility and data integration while maintaining compliance and accessibility standards.
Iterated based on feedback from pilot testing to refine accuracy, interface behavior, and member trust indicators.
The Results
✅ Delivered an AI-powered search bot that improved members’ ability to find answers without navigating complex menus.
✅ Reduced call center volume for common inquiries and improved self-service satisfaction.
✅ Established a scalable framework for integrating conversational AI into other MyBlue products.
What I Learned
💡 Effective AI UX design requires striking a balance between open-ended input and structured options to prevent user confusion.
💡 Building trust through tone, response transparency, and accessibility is essential for user adoption.
Influence
Demonstrated the potential of AI-assisted interactions to enhance self-service experiences.
Set a foundation for future AI integrations within the MyBlue digital ecosystem.
Remember
👉 AI should amplify human-centered design — not replace it. Success depends on creating clear, accessible, and trustworthy conversations that empower users to make informed decisions.