1. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY PHDSC December 21, 2012 2012 Health Consortium Website Evaluation Study

2. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 2 Agenda  Study Overview Study Objectives Methodology Questionnaire Design  PHDSC Findings  Conclusion and Recommendations

3. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Study Overview 3

4. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 4 Study Objectives  Examine key drivers of satisfaction for customers’ online experience with the PHDSC Web Resource Center  How well does the site help Consortium members secure the information sought?  Identify areas of the Resource Center needing improvement in order to better serve the public health community  What value do Consortium members place on the information available on the Resource Center?

5. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 5 Methodology  Online interviews were completed between November 7th, 2012 and December 7th, 2012 454 names and email addresses were provided 23 completed surveys (response rate 5%) – Study findings should be viewed as directional, as they are based upon a small number of users Respondents were asked to evaluate the PHDSC’s website usefulness around information/content, navigation, appearance and speed by toggling between the PHDSC website and the questionnaire  Screen shots of the PHDSC website were taken while in the field.

6. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 6 Questionnaire  Before the respondent provided their satisfaction with the website, the questionnaire instructed respondents to perform the following tasks: Review the membership section Find the Hit Standards Resource Center Drill into the Resource Center and… – Find the Public Health Participation in Health IT Standardization section – Search for an HIT Adoption Story – Submit an HIT Adoption Story After locating each section, respondents were asked a series of questions regarding that section

7. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Methodology 7 Website is opened in a separate window to be enlarged

8. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Demographics 8 Screener QuestionPercent Visited PHDSC website before? (% yes)78% Visited PHDSC Health IT Standardization Resource Center (% yes)39% Reason for Not Visiting Resource Center Not aware before today73% Not sure what the Resource Center is about18% Resource Center is not relevant to my work or interests9% N=23

9. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY PHDSC Membership 9 N=23 61% of those interviewed were PHDSC members. Among non-members, nearly 9 in 10 are not aware of the benefits of membership and nearly 6 in 10 are not sure if they want to become a member.

10. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY PHDSC Performance Versus Other Industries 10 Relative to other industries, the customer experience with PHDSC website faces challenges. Overall Website Evaluation^ *attribute wording differs for other industries: “range of services” ^Responses are based on a 1 – 10 point scale, where 10 is “outstanding”, 5 is “average” and 1 is “unacceptable.”

11. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Navigation 11

12. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Navigation – Top level drop downs should be active on all pages 12 Dropdown menu is available only on the home page. Sidebar menus are used on the individual pages. Users need to go back to the home page to access another path. How could navigation be improved? “The Top level pull-down menus only appear on the home page and not the lower pages” “Drop down menu on submenus also”

13. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 13 Why this feature is effective: “Consistency across website pages reduces the amount of time customers must spend learning the page layout, allowing them to focus their attention on finding the information they are seeking” “Customers can access key links at any point on the site” Navigation—Provide consistent, easy-to-locate links Duke Energy offers a consistent layout throughout much of their site to help customers locate links.

14. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Navigation – Use consistent labels 14 The headings “Health IT Standards” and “HIT Standards Resources” while similar are not the same and may be confusing to customers. How could navigation be improved? “It's sometimes hard to know whether to look in individual sections or Resources” “Make the pages less busy, be more consistent in how navigation happens”

15. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Navigation - Use consistent colors for the same links 15 Using the same color for the same link will help guide the user

16. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Navigation – Use distinctive section titles to avoid confusion 16 How could you improve navigation? “The survey asked me to find the Resources" section. However, the "Resources" tab was unpopulated. And the "Health Information Technology Standards" page does not include the word "Resources" in the title” The site is not intuitive for users when clickable links are not consistent. Clarify section titles.

17. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 17 Navigation–Using consistent color for buttons and key elements will guide the user Discover selectively uses orange to draw the eye of the customer to key navigational elements and calls to action Discover: #1 in Navigation

18. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 18 The same strategy is used for highest ranked esurance Most buttons and links are highlighted in blue, making it simple for the shopper to learn and identify throughout their website visit Source: J.D. Power and Associates 2012 Insurance Website Evaluation Study

19. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Appearance 19

20. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Appearance of the website 20 How could appearance be improved? “Less information – focus on key elements and rely more on navigation menus and search” “There is too much information on the home page, making it hard to notice key things like become a member” “The Resources tab over to the right of the website leads to undeveloped pages. You might consider labeling the page with the current content Health Information Technology Standards Resources in the drop down menu” The amount of information on the Home page may be complicating readers’ use of the site. Perhaps better identifying the key elements and relying on navigation and search will help improve the customers’ experience.

21. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Appearance - Keep pages uncluttered – use more white space 21 When there is so much information on the page, it is difficult for users to know where to focus. How could appearance be improved? “Less clutter” “It’s kind of packed and colors are not appealing” “Different colors and type faces not uniform for type of subject- causes your eye to jump around looking for stuff”

22. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 22 Travelers offers simple layouts and clean lines to minimize distractions Shoppers can easily identify the different areas of navigation and content reducing the chance the shopper will be distracted and keep them focused on their task

23. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 23 American Express uses a simple layout, white space, and uncluttered page to rank first for Appearance By using a three-column layout, American Express provides an intuitive layout that is familiar to customers

24. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Speed 24

25. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Speed – Inconsistent navigation and cluttered pages impacts users’ perceptions of speed 25 “Become a member” can be clicked. Other orange headers (such as Spotlight) are not. Cluttered pages with many different potential links makes it challenging for users to find what they are looking for. How could the speed be improved? “Lots of information; needs to be clear in how to find things. Many times I would click on a link and it would take a long time to load the page” “Also the frustration of the submenus not having drop down list results in me hovering over menu options for a long period of time”

26. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 26 Effective navigation and appearance improve perception of website speed Discover Card uses consistent navigation, section titles, layout, lack of clutter, white space, color for links, and bold fonts to improve navigation and appearance.

27. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Clarity of Information 27

28. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Clarity of Information 28 How could clarity of information be improved? “work very hard on the description of the content to make it as user friendly as possible. “streamline and put most important information in succinct, organized place” “There is such a depth of information on the website, I would recommend a training module on navigating the website so people know what information is there” Need for more clarification of everything that is on the website. Help the user find what they need to find.

29. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 29 Travelers offers simple layouts and clean lines to minimize distractions Shoppers can easily identify the different areas of navigation and content. Shoppers can click to get more information on a topic.

30. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 30 American Express uses a simple layout, white space, and uncluttered page to rank first for Appearance By using a three-column layout, American Express provides an intuitive layout that is familiar to customers

31. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Features and Functions 31

32. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Features and Functions – Sitemap missing 32 Clicking on Site Map links to page that says “Coming Soon” How could the features or functions be improved? “Nothing wrong with a site directory to help folks find things”

33. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 33 Features and Functions – Offer site training and glossary Resource Tab leads to under construction pages How could the features or functions be improved ? I expected a training module that would go step to step through the subject. Add the glossary, which is not populated right now

34. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Task Evaluation 34

35. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Ease of Completing Tasks 35 TaskVery Easy Somewhat Easy Neither Difficult or Easy Somewhat Difficult Very DifficultAverage Membership Section25%15%35%25%0%3.40 Public Health Participation in Health IT Standardization Section 27%23%32%18%0%3.59 HIT Standards Resources Section10%14%38%33%5%2.90 HIT Adoption Stories Section23%36%23%18%0%3.64 Submit an HIT Adoption Story41%9%36%9%5%3.73 Overall, users were least successful in finding the HIT Standards Resources Section. They had an easier time finding the Submit an HIT Adoption Story section once they had located the HIT Adoption Stories section.

36. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Ease of Completing Tasks 36 For the most part, PHDSC users were able to complete the tasks requested. However, relative to other Industries, their average overall “ease of completing tasks” score* was lower. Scores are an average of all tasks in the survey and are based on a 5 point scale from “very easy” to “very difficult.”

37. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY HIT Adoption Stories – Clearly define how user can search for stories 37 How could the search process for HIT Adoption Stories be improved? “Allow browsing without keyword selection” “Need more examples of the stories to get and idea of what we can search for” “New Users may not know the right questions to ask”

38. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Submitting an HIT Adoption Story 38 How could the process of submitting stories be improved? “What are the benefits to submitting? Provide a clear explanation of why someone would” “Why should I submit a story” “How does PHDSC verify that the story submitter is allowed to submit a story” “I haven’t heard much about stories on the listsev” “The collection of boxes does not offer a description of what is expected. Should I check one or many” Provide clarification on how to submit stories and the reason behind it.

39. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 39 Provide More information - use visible buttons and links GEICO has a section dedicated to shopper education with the header just above the fold.

40. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 40 Provide more information - esurance provides easy access to information within the quote tool Thorough information is provided to shoppers during the quote process not forcing shoppers to abandon the quote

41. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 41 Break the story submit process in multiple steps: Allstate simplifies the insurance quote process by clearly defining each step The steps are clearly defined and allow the shopper to navigate back to modify their information

42. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Conclusion and Recommendations 42

43. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY 43 Conclusion and Recommendations  Navigation Define focal points on main menu and submenus Header drop downs need to be active on all pages Label sections consistently Better definition of sections Use colors, text and buttons to emphasize callouts and navigation  Features or Functions Add site map Provide training modules and glossary of terms  Appearance Reduce clutter on the page and emphasize important elements (i.e. become a member) Less focus on having everything on one page and more clickable bullets

44. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY  Clarity of Information More user friendly language Clearly define what information is available and how to access it  Speed Improve consistency in navigation and appearance throughout the site Increase white space and remove clutter  HIT Adoption Stories Improve and provide more information for submitting stories. Improve process for finding/searching for stories. Resource Center Improve navigation Use consistent colors and fonts Conclusions and Recommendations (cont.) 44

45. © 2012 J.D. Power and Associates, The McGraw-Hill Companies, Inc. All Rights Reserved. J.D. POWER AND ASSOCIATES PROPRIETARY AND CONFIDENTIAL—FOR INTERNAL USE ONLY Thank You! 45