Consumer Health Insurance Enrollment Experience for National Non-Profit Coalition

A digital toolkit of human-centered design standards that can be used at scale to make it easier for Americans to enroll for health insurance online

Forty million Americans will become newly eligible for health coverage when the Patient Protection and Affordable Care Act (ACA) is fully implemented in 2014. Some will be enrolling in health insurance for the first time, while others will experience changes that provide increased access to affordable health coverage. In anticipation of this transition, the law requires the development of electronic enrollment options for health insurance plans operated by state and federal governments under the ACA. To assist public and private agencies in meeting these requirements, a coalition of nine national and state-based foundations, led by the California HealthCare Foundation (CHCF) worked on a project to develop a digital enrollment prototype for Americans seeking health coverage. The goal of the project—called Enroll UX 2014—was to create a detailed reference design of an easy-to-use consumer health insurance enrollment experience. IDEO was selected to lead the consumer research and design effort. After a yearlong collaborative process, the resulting 300-page design specifications manual and design reference prototype illustrates a customizable and human-centered approach to public and private health insurance enrollment.

IDEO’s core challenge was to create a flexible set of design standards that could make it easier for Americans to enroll online for health care coverage. The scope and complexity of this design challenge required a multi-part design solution that was inclusive, responsive, and respectful of state-to-state variation and resource constraints.

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Project date: 2012