Download - Ux of medicare big design 2014
Bentley University
UX of Medicare: Building Strategic Models Elizabeth Rosenzweig Principal Consultant, Adjunct Faculty, Bentley University Founding Director, World Usability Day [email protected]
Bentley University
2
• Medicare, CMS, UX • UX Work • Strategic Model • Next Steps
This presentation
* Centers for Medicare and Medicare Services
CMS and Medicare
4
Medicare.gov
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)
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
5 Star Rating System
Bentley University
8
* Create a Strategic Model that was extensible
What they asked us to do
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
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
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
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
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
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
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
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)
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.
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
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
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
Intermediate Goals by Tools
Tools & Intermediate Strategic Goals
CompeIIve 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
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
Bentley University
NHC Before
Bentley University
Landing Page
Bentley University
NHC Landing Page-‐ original
Bentley University
Click 5
Bentley University
Click 6
Bentley University
NHC AXer UX
Bentley University
Landing page
Bentley University
Bentley University
Bentley University
33
Next Steps
* Review Web Analytics * Monitor Social Media * Usability Test on newest revision * Update Strategic Model
Bentley University
34
UX of Medicare
* CMS, Medicare, NHC * UX Work * Strategic Model
Bentley University
Questions?
Elizabeth Rosenzweig Principal Consultant, Adjunct Faculty, Bentley University
Founding Director, World Usability Day [email protected]