Customer Engagement
Kaiser Permanente ACA
The Ask
Reengineer KP’s Online Shopping Experience

Customer Engagement

A Cure for Health Care Confusion

  • Drive Conversion
  • Educate Customers
  • Modernize Brand

When the Affordable Care Act took effect, every health care company was challenged with creating and marketing new coverage options. Kaiser Permanente asked us to create a new online shopping experience featuring their new plans.

Highlights

  • Information Architecture
  • User Experience Design
  • WCAG Level AA Compliance
  • Functional Requirements Documentation
  • Custom Java Development
  • Integration with Backend Systems
  • Continued Maintenance & Support
Customer Engagement
Kaiser Permanente ACA
The Challenge
Clarify Confusion and Adapt to Regulation Changes

Given the fickle legal mandates, an ever-changing scope, and organizational challenges, this was a severely complex challenge. To make matters worse, customers had no idea how the changes would affect them. So our strategy team got to work using our human-centered design principles. We paved a clear path so both desktop and mobile visitors could find the right health care plan—quickly. Then we streamlined the purchase experience and accounted for the complex data sources. Our new KP shopping tool made it easy to find the best value, even in consideration of possible tax credits.

Customer Engagement
Kaiser Permanente ACA
The Results
200K Applications Processed—Annually
200K

applications processed per year

Kaiser Permanente met the federal mandate of having their new ACA offerings online by October 1, 2013. This beat the federal government site, educated over one million users, and saw 40,000+ applications processed in the first 90 days.

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