Check the acquisition promise
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Blue Cross & Blue Shield of Rhode Island · iOS
Explore the ad evidence, study the storefront, and build your next acquisition hypothesis.
01 / Creative research
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Explore apps with direct store-link matches. Compare their hooks and formats without assuming the same approach works here.
Browse observed advertisers ↗Store rankings and revenue estimates describe market context. They do not establish ad spend, conversions or ROAS.
Review the market context ↗02 / Storefront & product
Study the product story and store experience behind the acquisition funnel.
03 / Market context
Keep revenue, downloads and store rankings separate from advertising performance.
Can’t log in. Allows me to reset my password and then says my details should be the same as the website and won’t open. Can’t set up Face ID because it won’t scroll down to the check box and continue button. Now I’m locked out of the website as well. Why advertise an app that doesn’t work? We pay you thousands of dollars a year for overpriced healthcare, the least you could do is give us the illusion that the system is working for us with a functioning app. Pathetic!
When prompted for Face ID I present my face and then receive an error message “session has expired” and it does not login. Then I put in my email and password. Again, I receive an error message “session expired” and I do not log in. Why even develop and publish the app if your users can’t even login? You make it extremely painful just to pay a bill, as if giving you thousands of dollars a year wasn’t painful enough. Better yet, if you can’t pay your bill, your coverage simply expires. Frustration is built in, while you give money to a company that provides a terrible user experience. Ah the joy of health insurance.
Using this app is like hitting yourself over your own head with a hammer repeatedly: it feels so good when you stop. The lists of qualified healthcare providers are outdated, so attempting might still connect to a doctor who might still be in practice… or not. Might be a paint store. The cost-calculator is completely broken and just spins fecklessly, leaving you wondering if the cost of a visit is just too high for modern computing power to even calculate. There is no method of scheduling an appointment via the app, implying that, a mere 23 years into it, BCBS has not yet taken the leap into the 21st century. Some of the buttons say things like “find a doctor,” and “find a cost,” but don’t actually do anything. So, they’re not so much links as non-sequitur suggestions. If health insurers are looking to improve their dismal reputation by streamlining and facilitating the process of navigating the administrative burdens of the healthcare system, they should hire an app developer and not an oral surgeon because trying to do anything on this app is like pulling teeth.
Here’s what you can do with myBCBSRI • Use one login for website and app • Use Face or Touch ID • View your BCBSRI medical, dental, and pharmacy ben...