Medicare.gov has many pieces, includig tools to compare doctors, nursinghomes and more. This presentation shows how a good user exerperience strategy contributed to a more successful user experience,

1. Bentley
University
UX
of
Medicare:
Building
Strategic
Models
Elizabeth
Rosenzweig
Principal
Consultant,
Adjunct
Faculty,
Bentley
University
Founding
Director,
World
Usability
Day
erosenzweig@bentley.edu

2. Bentley
University
2
• Medicare,
CMS,
UX
• UX
Work
• Strategic
Model
• Next
Steps
This
presentation

3. * Centers
for
Medicare
and
Medicare
Services
CMS
and
Medicare

4. 4
Medicare.gov

5. Bentley
University
5
* 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)

6. Bentley
University
6
* 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

7. 7
5
Star
Rating
System

8. Bentley
University
8
* Create
a
Strategic
Model
that
was
extensible
What
they
asked
us
to
do

9. Bentley
University
9
* 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

11. Bentley
University
11
• 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

12. Bentley
University
12
* 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

13. Bentley
University
13
* 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

14. Bentley
University
14
• 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

15. Bentley
University
15
* 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
*
Strategic
Model
Development
Expert
Review
Goal
Identification
Usability
Test
Surveys,
Focus
Groups
Web
Analytics,
Social
Media

16. Bentley
University
16
16
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

17. Bentley
University
17
* 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)

18. Strategic
Model:
Goals
Long
Term
Goals
Intermediate
Goals
Define
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.

19. Bentley
University
19
* 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
1.
Create
confidence
in
the
Five-­‐Star
Quality
Ra>ng
System
2.
Help
consumers
make
decisions
using
the
Five-­‐Star
Quality
Ra>ng
System
3.
Communicate
the
impact
of
the
Five-­‐Star
Quality
Ra>ng
System
4.
Create
knowledge
of
the
ra>ng
system
among
nursing
home
providers

20. Bentley
University
20
Intermediate
Goals
by
Persona,
contd.
User
Groups
&
Intermediate
Strategic
Goals
Goal
Consumers
Advocacy
Groups
Providers
Marketplace
5.
Mo>vate
nursing
homes
to
provide
beNer
care
to
residents
6.
Encourage
the
market
to
use
the
Five-­‐Star
Quality
Ra>ng
System
7.
Assist
consumers
in
finding
nursing
home
informa>on
8.
Help
consumers
find
and
compare
nursing
homes

21. Bentley
University
21
* 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

22. Intermediate
Goals
by
Tools
Tools
&
Intermediate
Strategic
Goals
CompeIIv
e
analysis
Expert
review
Focus
groups
Usability
tesIng
Surveys
Web
analyIcs
Social
media
Personas
1.
Create
confidence
in
the
Five-­‐Star
Quality
Ra>ng
System
2.
Help
consumers
make
decisions
using
the
Five-­‐Star
Quality
Ra>ng
System
3.
Communicate
the
impact
of
the
Five-­‐Star
Quality
Ra>ng
System
4.
Create
knowledge
of
the
ra>ng
system
among
nursing
home
providers

23. Intermediate
Goals
by
Tools,
contd.
Tools
&
Intermediate
Strategic
Goals
CompeIIve
analysis
Expert
review
Focus
groups
Usability
tesIng
Surveys
Web
analyIcs
Social
media
Personas
5.
Mo>vate
nursing
homes
to
provide
beNer
care
to
residents
6.
Encourage
the
market
to
use
the
Five-­‐
Star
Quality
Ra>ng
System
7.
Assist
consumers
in
finding
nursing
home
informa>on
8.
Help
consumers
find
and
compare
nursing
homes

24. Bentley
University
NHC
Before

25. Bentley
University
Landing
Page

26. Bentley
University
NHC
Landing
Page-­‐
original

27. Bentley
University
Click
5

28. Bentley
University
Click
6

29. Bentley
University
NHC
AXer
UX

30. Bentley
University
Landing
page

31. Bentley
University

32. Bentley
University

33. Bentley
University
33
Next
Steps
* Review
Web
Analytics
* Monitor
Social
Media
* Usability
Test
on
newest
revision
* Update
Strategic
Model

34. Bentley
University
34
UX
of
Medicare
* CMS,
Medicare,
NHC
* UX
Work
* Strategic
Model

35. Bentley
University
Questions?
Elizabeth
Rosenzweig
Principal
Consultant,
Adjunct
Faculty,
Bentley
University
Founding
Director,
World
Usability
Day
erosenzweig@bentley.edu