Ux of medicare big design 2014

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UX of Medicare: Building Strategic Models Elizabeth Rosenzweig Principal Consultant, Adjunct Faculty, Bentley University Founding Director, World Usability Day [email protected]

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•  Medicare, CMS, UX •  UX Work •  Strategic Model •  Next Steps

This presentation

*  Centers for Medicare and Medicare Services

CMS and Medicare

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Medicare.gov

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*  NHC *  Allows consumers to assess information about nursing homes. *  Contains quality information on every Medicare and Medicaid-‐certified

nursing home in the country, including nearly 16,000 nursing homes nationwide.

*  December 2008, CMS enhanced its Nursing Home Compare website to include Five-‐Star Quality Rating System *  A set of quality ratings for each nursing home participating in Medicare and/

or Medicaid, .

*  Goals of this rating system *  Provide consumers and their families with an easy way to understand

nursing home quality *  Improve quality of care in nursing homes in the USA

Nursing Home Compare (NHC)

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*  The impetus for the Five-‐Star Quality Rating System was to continue the efforts of the Omnibus Reconciliation Act of 1987 (OBRA '87), a nursing home reform law, and to help consumers, their families and caregivers more easily differentiate quality among nursing homes and compare nursing home performance.

*  Nursing home quality ratings are derived from several sources of data including: *  Results of annual health inspections *  Current staffing levels in the nursing home *  Performance on a series of Quality Measures

*  A star rating is provided for each of these three sources, and the three individual ratings are combined to calculate an overall (or composite) quality rating for each nursing home.

The Five-‐Star Quality Rating System

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5 Star Rating System

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*  Create a Strategic Model that was extensible

What they asked us to do

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*  The motivation for creating a Strategic Model is focus the product to ensure it is: *  Meeting the needs of all users *  Creating confidence in the information presented on the

website/product and in the social media channels *  Encouraging product developers/marketing teams and

consumers s to utilize the information to improve nursing home quality

*  Create a model that was extensible across Medicare.gov online toolset

Motivation

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•  Identification of key business and product goals •  Identification of users needs to facilitate further innovation •  Strategic Roadmap that is correlated to Product/ Services

Lifecycles •  Strategic Model includes key tactics that map to product

goals •  Specific methodologies and tools to support Strategic Model

•  Key elements of iterative design and development incorporated into overall UX Strategic Model

UX Strategy Work

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*  Top Level Goals for NHC: *  1. Help educate consumers about nursing home quality *  2. Improve the overall quality of nursing home care

Strategic Plan: NHC Goals

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*  Agreed upon assumptions create basis for the strategic plan development: *  Business goal to improve quality of care in nursing homes *  Product/Service goal to provide a tool for people to find and compare

nursing homes *  Information provided the product/service will help many people live

healthier lives

*  Areas for Strategic Development 1.  Awareness Strategy *  Creating knowledge of the website, 5 Start Rating System online and offline

2.  Usability Strategy *  Ensuring the website meets the needs of users

Strategic Plan: Assumptions and Strategy Areas

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•  Review goals •  Match data collected to goals •  Adjust model as necessary •  Iterate as many times as you have resources

Successful User Experience Strategic Model

Set/Reset Goals

Data Collection

Data Analysis

Review Goals

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*  Bentley User Experience Center (UXC) partnered with Abt Associates to develop the Strategic Model for the NHC website and the Five-‐Star Quality Rating System. This model will is extsenible and will be used across other CMS platforms

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Strategic Model Development

Expert Review

Goal Identification

Usability Test

Surveys, Focus Groups

Web Analytics, Social Media

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Project Milestones

Competivie Analysiss

Focus Groups Survey

Social Media

Web Anayltics Personas

Expert Review

Fall 2011

Utest

Winter 2011 Summer 2012 Fall 2012

Winter 2013 Spring 2013 Summer 2013

Utest

Utest Utest

Fall/Winter 2013

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*  In developing this strategic plan, the website user groups are identified:

Persona: Identify key Audience

Consumers of Nursing Homes Advocacy groups Nursing home providers The marketplace (i.e. researchers, corpora>ons)

Strategic Model: Goals Long Term Goals Intermediate Goals

Defin

e the strategies

1. Create confidence in the Five-‐Star Quality Ra>ng System

2. Help consumers make decisions using the Five-‐Star Quality Ra>ng System

4. Create knowledge of the ra>ng system among nursing home providers

5. Mo>vate nursing homes to provide beNer care to residents

7. Assist consumers in finding nursing home informa>on

8. Help consumers find and compare nursing homes

3. Communicate the impact of the Five-‐Star Quality Ra>ng System

6. Encourage the market to use the Five-‐Star Quality Ra>ng System

Help educate consumers about nursing home quality and improve the

overall quality of nursing home

care.

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*  In order to meet the high level strategic goal of improving the overall quality of nursing homes, the following intermediate goals need to be met based on the target user group/audience:

Intermediate Goals by Persona

User Groups & Intermediate Strategic Goals

Goal Consumers Advocacy Groups Providers Marketplace





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Intermediate Goals by Persona, contd.

User Groups & Intermediate Strategic Goals

Goal Consumers Advocacy Groups Providers Marketplace





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*  The following tools were used to collect information about NHC and the Five-‐Star Quality Rating System; the information collected provides the foundation for the strategic plan.

Tools

Competitive

analysis

Focus groups

Usability testing

Surveys

Web

analytics

Social media

Expert review

Strategic Model

Strategic Plan

Persona

Design

Ideation

Intermediate Goals by Tools

Tools & Intermediate Strategic Goals

CompeIIve analysis

Expert review

Focus groups

Usability tesIng

Surveys

Web analyIcs

Social media

Personas





Intermediate Goals by Tools, contd. Tools & Intermediate Strategic Goals

CompeIIve analysis

Expert review

Focus groups

Usability tesIng

Surveys

Web analyIcs

Social media

Personas





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NHC Before

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Landing Page

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NHC Landing Page-‐ original

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NHC AXer UX

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Landing page

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Next Steps

* Review Web Analytics * Monitor Social Media * Usability Test on newest revision * Update Strategic Model

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UX of Medicare

* CMS, Medicare, NHC * UX Work * Strategic Model

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Questions?

Elizabeth Rosenzweig Principal Consultant, Adjunct Faculty, Bentley University

Founding Director, World Usability Day [email protected]

Ux of medicare big design 2014

Design

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