Project Overview
Tufts Health Plan partnered with Branch Boston to redesign and develop a modern, user-friendly website that elevates its digital presence and strengthens its competitive position in the healthcare market. The initiative aimed to deliver a refreshed visual identity, a more intuitive user experience, and a flexible content management system that empowers internal teams. The result is a contemporary digital platform that reflects the strength of the Tufts Health Plan brand while meeting the needs of diverse audiences.
The Challenge
Tufts Health Plan’s existing website required a design update and a more efficient content structure to better support users and internal content administrators. The challenge was to create a fresh, modern interface while ensuring the platform remained easy to navigate, accessible, and adaptable across multiple domains. Additionally, Tufts Health Plan sought a CMS experience that reduced template bloat, improved editing efficiency, and supported long-term scalability within the Kentico ecosystem.
Our Approach
Branch Boston led a comprehensive digital overhaul grounded in user experience insights, technical best practices, and brand alignment. We prioritized a full design refresh to give the site a clean, contemporary look that would help users quickly find the information they need.
To enhance CMS usability, our team consolidated and rebuilt the website’s templates—creating fewer, more powerful versions using Kentico’s Portal Mode and inline editing capabilities. This shift streamlined content administration while ensuring compatibility with future upgrades.
A core pillar of our approach was flexibility. We developed a robust library of widgets and container styles, enabling content teams to organize, customize, and deploy content with greater autonomy and ease. The new templates were engineered for cross-domain use, allowing teams to switch CSS seamlessly and maintain a consistent brand experience without increasing development time or maintenance costs.
The Outcome
The redesigned Tufts Health Plan website delivers a modern, polished digital experience that enhances both usability and brand perception. Users benefit from a clean interface, intuitive navigation, and improved access to essential information, while internal content teams gain a more efficient and powerful CMS environment. The platform’s flexible template system and cross-domain compatibility reduce operational overhead and support ongoing scalability.
This project exemplifies the successful collaboration between Tufts Health Plan and Branch Boston—resulting in a forward-thinking digital ecosystem that strengthens the brand and positions Tufts Health Plan as a leader in healthcare innovation.
