Kaiser Permanente / ACA

Designing a Cure for Healthcare Confusion

  • Health care
  • Platform
Kaiser Permanente / ACA
When the Affordable Care Act took effect, every healthcare company was challenged with creating and marketing new coverage options. Kaiser Permanente turned to our expertise to create a new online shopping experience featuring their new plans. We took a holistic approach and provided strategy, UX, user design, web development and support services.


The complexity of this undertaking was enormous due to daily changes in legal mandates, a constantly changing scope and organizational challenges. Adding to the confusion, customers had no idea how the new changes would affect them.  


We streamlined the purchase experience while accommodating for the complexity of data sources. Our strategy team leveraged “human-centered design” to pave a clear user path so both desktop and mobile visitors could easily find the right healthcare plan. The new KP shopping tool that we created makes it easy to find the best value and to show or hide tax credits.


Within 90 days of its launch, the new KP site surpassed 1 million user visits while accepting nearly 40,000 new applications. KP met the federal mandates but the real benefit was happier, healthier customers.

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