The answer exchange walked users through understanding the Affordable Healthcare Act and how it would make an impact on their tax returns. A community was provided for user's to answer each other's questions.  


The challenge

While I was working at a large fortune 500 company, the Affordable Healthcare Act went into effect. This included the launch of the website. The goal was to educate users on the benefits of having healthcare, - now that it was mandatory. The company would be liable if they didn't explain exactly why health insurance was necessary. This Q&A portal would sit on top of an existing tax application and provide a community. 

 The objectives for micro site were:
• Educate users on the benefits of having healthcare
• Provide easy access to the marketplace
• Answer questions using a predictive model
• Offer incentives for signing up early


Here's some initial whiteboard sketches 



Our main theory was: "Users with similar demographic backgrounds were more likely to be involved in a community and seek answers there." This led us to our Main assumption: "Community will be a good resource for users who want to replicate their behavior offline - in an online world." 

We worked with several other theories:

  • Our users were already comfortable providing personal information in our system
  • The affordable healthcare act was targeting young healthy adults
  • If we personalized the situations we can make users feel comfortable 

That naturally led to these assumptions

  • Users will provide personal information in exchange for more interesting information
  • Matching similar users will increase their engagement 
  • The younger generation is using social media to make decisions

You can read more of the theories and assumptions below:

PERSONA workflows

Next came developing the personas. This was done by several research teams. This was the existing workflow, without any community of Q&A options. 

Let's take a look at "Persona A's" workflow - this is a successful case. The user chose that she doesn't have insurance. She move onto the next screen that tell her she might "qualify" for the Affordable Healthcare act.  


Let's take a look at "Persona A's" workflow - this is a successful case. The user chose that she doesn't have insurance. She move onto the next screen that tell her she might "qualify" for the Affordable Healthcare act.  

Our user indicates she is married, provides her age and her spouse's age. She also  provides information about her family and income. She receives more information and clicks "calculate".


Our user finds out that based on her household income she is eligible for assistance. She is taken to the medicaid website where she successfully signs up.


proposed USER FLOW

Based on that successful workflow and (many) failed one, I came up with the proposed workflow below. 

wireframe walkthrough

Here's where the user starts. They're able to engage with the community right away. There is a quick filter on the bottom for the user to starts with some progress. 


let us know where you live

This is where the portal starts to get to know the user and match them with other similar users in case they have questions. We've provided most commonly asked questions by state. Below the filters are the "Topics", these will continue to populate as we find out more about the user 



The user is given the chance to choose if they have current insurance. The community and portal are constantly growing. 



The user will answer their income using a slider


If the user meets certain criteria such as income, family size, and insurance they're qualified for tax breaks. This page alerts the user about how to claim them.