Issue Brief , Report | Jun 29, 2016

Improving Online Health Insurance Marketplaces: The Critical Nature of Direct Observation in Assessing the Consumer User Experience (UX)

Claudia Page

As the fourth open enrollment period under the Affordable Care Act (ACA) approaches, online health insurance marketplaces must consider ways in which they can assess the consumer user experience in order to make continued improvements.  Direct consumer observation, known as Consumer User Experience (UX) assessment, represents one such tactic that could serve as a very valuable tool for marketplaces as they continue their future strategic planning.  This issue brief, prepared by Claudia Page, examines UX assessment channels and provides a closer look at what can be learned by directly observing actual consumers as they apply for coverage.  The issue brief includes observations from work in California, Maryland, and Minnesota, providing specific examples of actionable solutions to website design and navigational flaws that can be identified through this process.