First Class User Experience for Affordable Care Act Enrollment Terri Shaw Project Director Enroll UX 2014 NASHP 24 th Annual State Health Policy Conference October 4, 2011

Project Objectives  Provide federal and state governments with a human- centered design to support enrollment  Help achieve a first-class user experience that promotes informed enrollment decision-making  Help ensure that large numbers of eligible consumers successfully enroll in and retain coverage

Public/Private Partnership

11 Participating States Alabama, Arkansas, California, Colorado, Illinois, Massachusetts, Minnesota, Missouri, New York, Oregon, Tennessee

UX 2014 Design Partner  World-class design, engineering and innovation firm  Works across industries for diverse clients  Solves complex problems through design thinking

Project Overview  Individual market; SHOP and assisters being added  All insurance affordability programs (Medicaid, CHIP, tax credits, cost sharing reductions, BHP)  Full eligibility, enrollment, plan selection and retention experience  Multiple pathways  Designing for diversity  Vendor neutral

Design Phases / Timeline

Research Phase

Design Principles Principles are grounded in user needs and serve to inspire creative solutions to address those needs.  Give me direction  Keep me moving  Support me my way  Be a good neighbor

Behavioral Segmentation Helps to design a system that is responsive to people’s different needs, desires and expectations.

Initial Design: System Flows and Wireframes Where we are in the process: Preliminary drafts Placeholder language Still some missing pieces

System Flow The diagram serves as a high-level illustration of the proposed flow and functionality.

Example Wireframes Work in Progress

DRAFT

Multiple Channels – Emphasis on Mobile

Preliminary Visual Design DRAFT

Status of Key Issues  In Refinement Help center and “Learn More” content Design for accessibility and ADA compliance Design for translation to other languages Mobile interactions Calculators and similar tools Introduction and guided interview to assist with plan comparison  In Development Exceptions, exemptions, and special circumstances Additional coverage options and programs Rules and flows for specific populations Rules and flows for retention Privacy and security, including authentication  Beyond Scope Final wording of content

Next Steps  Design Refinement Phase Further review and user evaluation Comprehensive design specifications and manual Working functional prototype Communications materials for sharing design  SHOP UX system flows and wireframes  Tools for assisters

Public Website

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