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Solving Big Problems:UX of Medicare
Elizabeth Rosenzweig
Principal Consultant, Adjunct Faculty, Bentley UniversityFounding Director, World Usability Day
erosenzweig@bentley.edu
NYC UXPA April 25, 2017
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• The developing field of UX
• Medicare, CMS, UX
• Nursing Home compare and UX Work
• Strategic Model
• Continuing work
Today
UX Geography: An Exercise
Who are you?
How many years at your job? In the field?
What do you do for a living?
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Program integrates design, human factors, research and business
UXC works on real world projects
Graduate student /research and design assistants bring on the job experience to their work at the UXC creating strong teams and successful outcomes
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Bentley User Experience Center Human Factors in Information Design
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Working with junior designers
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UXPA Mentoring
Medicare.gov
Centers for Medicare and Medicaid Services
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Centers for Medicare and Medicare Services
CMS and Medicare
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Nursing Home Compare (NHC)
Case Study: Nursing Home Compare
Medicare.gov
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Create a Strategic Model that was extensible
What they asked us to do
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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 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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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.govonline toolset
Motivation
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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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15,000 nursing homes
1.7 million licensed beds
5 rating categories
Rating 1 to 5 stars
Ratings comparison charts State averages
National averages
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Nursing Home Compare is Big Data
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
Before
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Medicare.gov 2011
NHC Landing Page
Click 2
Click 3
Click 4
Click 5
Click 6
Click 7
After
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NHC 2017
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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 Development1. 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 extensible and will be used across other CMS platforms
Strategic Model Development
Expert Review
Goal Identification
Usability Test
Surveys, Focus Groups
Web Analytics, Social Media
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Project Milestones
CompetivieAnalysiss
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
UtestUtest
Fall/Winter 2013 Winter 2013,14,15,16
Utest
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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, corporations)
Strategic Model: Goals
Long Term Goals Intermediate Goals
Def
ine
the
stra
tegi
es
1. Create confidence in the Five-Star Quality Rating System
2. Help consumers make decisions using the Five-Star Quality Rating System
4. Create knowledge of the rating system among nursing home providers
5. Motivate nursing homes to provide better care to residents
7. Assist consumers in finding nursing home information
8. Help consumers find and compare nursing homes
3. Communicate the impact of the Five-Star Quality Rating System
6. Encourage the market to use the Five-Star Quality Rating 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
1. Create confidence in the Five-Star Quality Rating System
2. Help consumers make decisions using the Five-Star Quality Rating System
3. Communicate the impact of the Five-Star Quality Rating System
4. Create knowledge of the rating system among nursing home providers
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Intermediate Goals by Persona, contd.
User Groups & Intermediate Strategic Goals
Goal Consumers Advocacy Groups Providers Marketplace
5. Motivate nursing homes to provide better care to residents
6. Encourage the market to use the Five-Star Quality Rating System
7. Assist consumers in finding nursing home information
8. Help consumers find and compare nursing homes
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
Persona Design
Ideation
Intermediate Goals by Tools
Tools & Intermediate Strategic Goals
Competitive analysis
Expert review
Focus groups
Usabilitytesting
Surveys Web analytics
Social media
Personas
1. Create confidence in the Five-Star Quality Rating System
2. Help consumers make decisions using the Five-Star Quality Rating System
3. Communicate the impact of the Five-Star QualityRating System
4. Create knowledge of the rating system among nursinghome providers
Intermediate Goals by Tools, contd.Tools & Intermediate Strategic Goals
Competitive analysis
Expert review
Focus groups
Usabilitytesting
Surveys Web analytics
Social media
Personas
5. Motivate nursing homes to provide better care to residents
6. Encourage the market to use the Five-Star Quality Rating System
7. Assist consumers in finding nursing home information
8. Help consumers find and compare nursing homes
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Outcomes
Raise quality of care as measured by 5 star rating
Families and caregivers report better experience when searching for and placing patients in nursing homes
UX improves quality of life
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Continuing Work
Review Web Analytics
Monitor Social Media
Annual Usability Test on newest revision
Update Strategic Model
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• Our developing field of UX
• Medicare, CMS, NHC and UX
• Strategic Model
• Continuing work
Today
Questions?
Elizabeth RosenzweigPrincipal Consultant, Adjunct Faculty, Bentley University
Founding Director, World Usability Dayerosenzweig@bentley.edu
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