solving big problems: ux of medicare - bentley university of medicare nyc uxpa... · solving big...

Solving Big Problems:UX of Medicare

Elizabeth Rosenzweig

Principal Consultant, Adjunct Faculty, Bentley UniversityFounding Director, World Usability Day

[email protected]

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

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



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





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


Expert review

Focus groups

Usabilitytesting


Social media

Personas



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


Expert review

Focus groups

Usabilitytesting


Social media

Personas





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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 [email protected]

solving big problems: ux of medicare - bentley university of medicare nyc uxpa... · solving big...

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