MetroPlusHealth’s website is built to do one thing extremely well: help New Yorkers get to care and coverage without confusion. In a category crowded with jargon and fine print, metroplus.org has to translate a high-stakes decision into clear, human steps—whether someone is exploring insurance for the first time, checking eligibility, or trying to find the right doctor fast. The platform also has to serve a multilingual city, meeting people in the language they use at home and on their phones.
Bellweather supports metroplus.org as an always-on digital front door, continuously improving how information is organized, written, and discovered. Our work focuses on reducing friction across the journeys that matter most—understanding plans, navigating eligibility, and accessing care—through mobile-first UX, accessible design, and plain-language content. We structure dense topics into approachable guides, strengthen information architecture so users can self-serve with confidence, and optimize key pages for search visibility so the right answers show up when people are actively looking.
Two tools extend the site beyond content into genuine self-service. The Insurance Plan Eligibility Tool guides users through straightforward, gamified prompts to help them quickly understand which coverage options may fit their needs before starting an application. And the AI-powered “Find a Doctor” tool breaks down both technical and language barriers by letting users search in plain language and in their own language—typing “I have stomach pain” or “necesito un pediatra cerca de mí”—and connecting with the right provider.
The result is a modern healthcare website that speaks like people do: clear, inclusive, and designed for real life. It’s also a platform that performs—earning 10 website awards to date (including multiple Anthem Awards and Webbys) while contributing to +110.5% brand consideration and +34% new visitors.
