Mobile solution and user experience for health insurance exchanges / marketplace

1. Mobile Exchange Solution – The Power of Mobile

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About the Presenter
KuljeetKaur has worked with Public or Private Exchanges since the Health Reform law was passed in 2010. She worked directly with the leadership at CMS to plan the operations and design of the Federally Facilitated Exchange and Medicaid Modernization and Expansion programs and with all states and territories to help them implement their individual solutions to meet the Affordability Care Act regulations.
Prior to her focus on Exchanges, Kuljeetas 16+ years of experience, including leading teams at Booz & Company, Price Waterhouse Coopers, and other management consulting firms to help clients such as Kaiser Permanente simplify their benefits administration functions.
Kuljeethas a Bachelors in Computer Science and an MBA from the Booth School of Business at the University of Chicago

3. Discussion Topics
User Experience Overview
Mobile Overview
Private Exchanges and Mobile
Mobile Strategy
Designing a Private Exchange Mobile Experience
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4. User Experience Overview
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5. What is User Experience?
Every aspect of the user's interaction with a product, service, or company that make up the user's perceptions of the whole and it’s value
The feelings that a user is presented with before and during their interactions
(UX) User Experience is more than (UI) User Interface design
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The User Experience Design Process

7. Designing the Experience
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In designing for the experience it’s not enough to simply design for the tasks that the user is to accomplish
Meeting a users expectations on how the application should work is critical
Experience design will set the tone for the perception of the applications and brand value
Understanding how the user will interact with a given solution in the course of their day
Understanding these gives the ability to narrow the gap between the business objectives and meeting the experience expectations of a user

8. Designing the Experience
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9. Mobile Overview
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10. Mobile as a viable platform
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Source: Morgan Stanley Research

11. A growing trend in healthcare
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A New Age of Healthcare
Emergency Response
Health Insurance
Health Monitoring
Medical Guides and Health Management
Points of Care Locator
Patient Tracking
Buy insurance, update policy details, etc.
Monitor heart rates blood pressure, sugar levels, exercise routine, fitness, etc.
Medical and health tips and guidance that can also manage personal health, facilitating improved access, increased quality, and reduced cost
GPS enabled app to locate help at the time of care
Checking in with patients, monitoring wait times, providing status updates and analyzing staff productivity
An app that alerts the doctor / hospital in case of an emergency

12. How big is mobile adoption?
User demand has driven mobile adoption
More than 80% of American adults have a cell phone, mostly smart phones
Over 10m iPhone 6 and 6+ were sold in opening weekend
Each year, mobile visit grows more than 400% and mobile search grows more than 1000%
Most companies have or are exploring mobile options at varying stages of their workflow
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13. Who is the mobile user?
Along with personal preferences we:
Solve different problems
Work in different conditions
Integrate into different environments
A typical mobile user is:
On the move
Engaging on quick and urgent tasks
Looking for a light-weight solution that can work in on-line and off-line fashion
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14. Private Exchange and Mobile
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15. The State of Private Exchanges
By 2015 most health insurers are either adopting or looking into single-insurer exchanges or multi-insurer exchanges in the public and private sector
A little less than half of the insurers are leveraging private exchanges for small group
The biggest focus for the exchange is on consumer shopping and enrollment experiences
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16. Mobile and Private Exchanges
Some of our clients have as much as 60% of consumers using their services via a mobile device
Smart phones in most cases are an extension of a user
Devices are rarely out of a hands reach
There was no good reason not to offer a mobile solution
By the time you think about going mobile, you’re to late. You already need to be there or working on it
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17. What mobile means to Brokers
Brokers need an application and tools that will allow them to be more productive. Based on the feedback we’ve gotten, we’re are looking into providing tools like:
Intelligent route planning
Intelligent appointment scheduling and conflict resolution
Ability to be given a prospect’s contact information, mobile-to-mobile, then added directly to forms
Virtual assistant AI
Off-line intake
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18. Mobile Strategy
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19. Mobile Initiative
So, how did we start the process taking all that has been said into account?
Mobile adoption metrics and mobile usage patterns were identified
We reached out to our user base and conducted surveys, heuristic evaluations, cognitive task analysis and more
In short, we listened and learned what was needed
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20. Devising a mobile strategy..
We had to focus on key areas,
Engagement, Design, Build and Transformation.
Engagement
Reduce the number of steps for a user to complete a task
Restructure content within a given “page” for mobile consumption
Break up longer tasks across multiple “off-screen” panels
Take new device size requirements into account. The design slightly changes based on available screen real estate
Design
Leverage gesture controls for mobile devices
Provide on screen instructional overlays
Create interaction and design patterns that meet current trends within mobile application design
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21. Devising a mobile strategy
Build
Evaluate current desktop code base for any possible reuse within a mobile web application
Work extensively with engineering on back-end challenges that might be encountered with fractured data from a bad connection
How is data stored? On the client device (local) or on the server side?
Code had to be rewritten smaller and much more efficient for delivery to mobile devices
Transformation
Assist the user in a smooth transition from a desktop to a mobile and not lose context
Convey to users that our mobile application will be just as easy to use and possibly easier then our desktop apps
Provide confidence to our users that the data within our mobile application is secure
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22. Native vs. Web App
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Decide to develop it’s mobile solutions as web based applications
Building a web based application allows a company to:
Reduces time to market by using web technologies
Deploy quickly without the need for app store approvals and delays
Allows for quick incremental updates, again without the need for app store approvals
A hybrid application can always be created later on. That allows for deployment within an app store

23. When Responsive Design Fails
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Apple doesn’t do everything right the first time out
When they took a responsive approach to their site, it failed
They, rethought the approach and architect a solution that worked

24. Designing a Private Exchange Mobile Experience
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25. How to Eat an Elephant?
Things to think about when re-architecting a large enterprise solution for mobile
Scale
Complexity
Be selective. Not everything is going to translate to a mobile device
Usage
A decision was made to address the “experience” problem and allow a product to be architected from solving that
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26. Re-thinking, Not Just Re-sizing
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We had to look at our existing applications and analyze aspects within them. And make determinations as to what would make sense on a mobile device
The technology that drives current solutions also had to be analyzed
Capability, size, efficiency and the ability to possibly meet a users expectations on a mobile device with existing workflows and UI
Rethinking for a mobile required thought into what are the best aspects that make sense for a mobile delivered solution

27. Do and Don’ts
Maintain simple branding and design elements
Navigation must be intuitive and uncluttered
Consistent branding
Use lists and rich formatting
User popular keyword suggestions
Include calls-to-action
Give users the options to navigate back to the full site
Optimize load times
Short landing page url
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Avoid pinch and zoom
Avoid horizontal scrolling and minimize vertical scrolling
Determine minimally optimal data fields
Avoid re-directs
Avoid pop-ups
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28. Don’t Forget About Compliance
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All sensitive healthcare related communication should be encrypted and password protected
User authentication, firewalls, physical control, delivery and receipt authentication; security preserved even in case of loss
User education and acceptance of terms and conditions so that there is clear understanding of risk and proper behavior
Proactive risk assessment and preparation for potential audits and worst case scenarios

29. How Will They Find Us?
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Direct Access