Selecting Insurance Plan Shouldn’t Require a Rocket Science Degree
For the New Yorkers who don’t have insurance through their employer or other means, get their coverage through New York State of Health. In 2018, 12 carriers offer individual plans, 15 offer “Basic” plans, and 5 offer small business insurance. That’s a lot of digging to find the best match an individual has to complete. This project tackled improvement specifically to the plan search/browse, and plan selection workflow.
To establish empathy for users of NY Healthcare Marketplace, I delayed visiting the homepage . Instead, I read articles and news stories to fully understand target users and their first hand problem. Only then, did I choose to visit the page: taking notes of pain points, user flows, and anything else that stood out.
Oh boy, was it confusing!
New Yorkers need an improved Healthcare Marketplace website to browse and sign up for insurance plans best suited for their needs.
Identifying persona(s) was fairly easy, given that a lot of information of enrollees exists online. It became apparent early that two personas were needed to best suit users’ needs.
Selecting Plan for Self
40 years old
Selecting Plan for Household
Husband (38), wife (36), with a 6 year old child
Speak Spanish at home
HS diploma (both), some CC
Combined income: $33,000
Leaders Lead, Questions Don’t
Interviewing Target Users
With questions drafted from assumptions, I utilized an online service to conduct a questionnaire (N=10). To ensure I spoke to the correct user group, a specific criteria had to be put in place.
Q1. How are you currently receiving healthcare coverage??
Through Affordable Care Act (Obamacare) *
Through another member in my household *
Through my employer
I don’t have insurance
Q2. How long does it take for you to decide on the final plan for the upcoming year?
I choose the same plan year after year
I decide in a few hours
I take a few days to decide
I take weeks to look into my options
I haphazardly choose a new plan last minute
Q3. Do you spend time comparing plans before making a decision?
I do not compare
Q4/5. What is the FIRST (& SECOND) factor when you’re deciding on a healthcare plan?
In/Out of Network Providers
Max Out of Pocket
Q5. If you had a magic wand, what would improve healthcare selection process?
Comparison charts between my top picks
Details on how NEW plan is different from my LAST YEAR’S plan
Contact person to ask specific questions
Explanations of difficult terms (Coinsurance, Health Services Account, Outpatient Services)
More specific filters to narrow down selection
Plan ratings from previous enrollees