Health benefits for gig workers

Uncovering the rise of the gig workforce

View of man working and phone with Bluecross benefits page

Overview

Blue Cross Blue Shield of Massachusetts (BCBSMA) in partership with IDEO Colab exploring the future of work and the growing gig workforce.

Timeline
1-year incubation

Role
Lead designer / design researcher / strategist

  • Framed the opportunity around the freelance economy

  • Led research and concept development with internal teams and IDEO CoLab

  • Designed and tested value propositions, journeys, and product concepts

  • Developed and pitched a comprehensive business case to leadership

View of bundled insurance options for gig workers
Checkout screen for benefit purchaser

Challenge

By 2028, an estimated 50% of U.S. workers are expected to participate in the freelance or independent workforce. Most of these workers:

  • Lack of employer-sponsored health benefits

  • Struggle to navigate complex insurance choices alone

  • Face income volatility, irregular schedules, and changing needs

For BCBSMA, this shift threatens traditional employer-group models—but also opens a strategic opportunity in the **individual merged market

View of all screens from business case

Business Case

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