Driving Deeper Engagement: Premera SEBB Ecosystem Redesign

Washington State’s School Employees Benefits Board (SEBB) open enrollment requires educators to choose health plans for themselves and their families. Premera’s existing SEBB pages were dense, fragmented, and difficult to scan, making confident decision-making harder than it needed to be.

As the Lead UX Designer and Information Architect, I redesigned the SEBB digital ecosystem— from landing pages to plan comparisons and provider search flows—to make complex information clear, scannable, and supportive for high-intent users.

SEBB members must compare multiple plan types, interpret premiums and deductibles, and confirm if their doctors are in-network—all while navigating unfamiliar terminology and enrollment deadlines. The previous experience relied on long paragraphs, inconsistent layouts, and scattered links, making it difficult for users to understand where to start or how to compare plans.

The challenge was to transform this content-heavy environment into a cohesive, educational ecosystem that helps school employees quickly understand their options and feel confident choosing a plan.

My strategy focused on transforming complexity into clarity through predictable structure, scannable layouts, and human-centered storytelling. I restructured the ecosystem so each page followed a clear rhythm—overview, education, details, and action—while aligning navigation to users’ primary tasks:

• Find a plan
• Find care
• Compare options
• Enroll

The updated IA connected four core experiences—SEBB landing, HMO plan detail, Find Care, and Find a Plan—plus supporting content for events, benefits, and documentation.