boston uxpa 2016 | what’s worse: a root canal or selecting health insurance

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Whats Worse: A Root Canal or Selecting Health Insurance?Fidelitys Approach to Making Health Care Easier for Everyone

@beckymin@nancy_emerson44

I suspect that many of you have selected health insurance at one point either through your employer or even directly from an insurance carrier or public exchange. So, Ill ask you: what was worse - a root canal or selecting health insurance? How many say a root canal? (raise of hands) How many say selecting insurance?

One of the most surprising, yet sad, statistics is that in a recent survey, 60% of people said that they would rather have root canal/tooth pulled than enroll in their benefits. Ive heard that root canals arent quite as painful as they used to be.and we are trying to make selecting health insurance less painful too.

Fidelity wanted to create a best-in-class service that delivers small and mid-size employers the right health coverage for their employees.

Im Nancy Emerson and Im responsible for customer experience at Fidelity Health Marketplace and my job is to make the selection of health benefits easier and help people feel more confident about their decisions.

Being that we are only about 1 year old, I often get who is Fidelity Health Marketplace? We are a private health care exchange focused on offering small and mid-sized employers - and their employees an easier, simpler way to administer and enroll in health insurance. And, as you may (or may not ) have guessed, we are a Fidelity Investments company.

Typically the next question is: Why is Fidelity getting into the health insurance business? When we ask our customers what makes them nervous about the future health care costs typically lands as either the #1 or #2 concern. We all feel it the crunch of health care costs. This crunch may have lasting effects on your financial health (how munch money you are able to save). At Fidelity, we have the privilege of servicing millions of participants and we see the extent that rising health care costs have had. In fact, 19% of our 401k participants have had to take out a hardship loan to pay for medical expenses and with a hardship loan, you cannot pay yourself back. We believe that we need to bring the world of health and financial planning together to help customers navigate these complex areas - to help them in the near term and longer term. One of the obvious places to start this journey is with the health insurance selections people make once a year during their annual enrollment.

As a new business we set our sights on providing a best-in-class solution for small/mid-sized employees easing their admin burden, while also guiding employees to the health coverage that best met their needs.

Rapidly launch a health benefits marketplace, building a minimal viable product to service small businesses in under a year.GOAL

We have what we think is a great goal, and we wanted to get out into the marketplace as soon as possible. Our plan was to launch a product to a set of pilot clients to continue to learn and refine. So, we set up some time parameters and agreed to go out with a minimally viable product. And although this sounds easy, for a big company like Fidelity, we had to stay focused on being nimble --- which, as you might imagine, is not always that easy.

To help us meet our aggressive goal, we partnered with BEAM.

But its healthcare, which means: equal parts complex problem and significant opportunity.

With anything that needs solving, its typically not solved because its, well, not that simple. And healthcare certainly meets that description. There are lots of moving parts with healthcare - lots of rules, regulations, emotions, players. But, that also makes it ripe with opportunity.

Employees

Employers

BrokersInsurance CarriersMedicalDentalVisionLifeDisability

To give you a sense of the health insurance world, lets review the major players.

Employees they typically engage only when they need to enroll, have some sort of family change that makes them reconsider benefits, or have some health situation that makes them take a long, hard look at what they selected

Employers, particularly Health Benefits Administrators worry about benefits all the time: its a yearly process that isnt just about planning for open enrollment. Theres dealing with preparation, renewals, integration with payroll, making sure they are following the rules, fielding benefit questions, keeping on budget and...

Brokers (the salesforce for the carriers) must keep up-to-date on health insurance options and keep up to date with compliance and changes in health care laws at both federal and local levels. And, keep their clients current.

And if thats not complex enough, lets add some more. Imagine the differences in employers (from the law firms to the manufacturing firms) and the differences in their populations. Then, the employees themselves - young and single, married, married with kids, empty nesters, approaching retirement, dealing with health concerns. Everyone wants a suitable health plan for their individual needs.

How do you break up the general population and provide each of them with the right health benefits? How do you build a solution to meet these different goals in under a year?

We knew that it was totally unrealistic to meet everyones needs so what was the right amount to address?

Minimal Viable ProductRapidly launch a health benefits marketplace, building a minimal viable product to service small businesses in under a year.GOALEmployeesEmployers

So our goal was to tackle two areas first. #1 - the employees. We needed to build out a simple easy enrollment process that guided people to the right fit.

Then, we wanted to focus on the employers to give them the insight and oversight into their employee population.

But the challenge is to get a product out into the market as soon as possible so what does minimal viable product look like? So to tell you about our approach, Ill turn it over to Becky.

Employees

Design SprintsCo-DesignToday well spotlight these portions of our work:

Employers

For today, were going to focus on the end users Nancy just talked about (EMPLOYEES and EMPLOYERS)

Going deep in these two activities: DESIGN SPRINTS and CO DESIGN

IM INTERESTED IN KNOWING How many folks have heard of design sprints?Participated in one?And how about if youve participated in co-design?

Design SprintDesign ThinkingAgileToday well spotlight these portions of our work:

Lately Design Sprints have started ramping up to full-blown trend status, thanks to the work of folks such asGoogle Ventures, including their work last year and the Sprint book and activities they launched this spring (by Jake Knapp and John Zeratsky)The OReilly Design Sprint book (written by Richard Banfield, C. Todd Lombardo and Trace Wax: http://www.designsprintbook.com)

The short hand is design thinking meets agile development.

Its a rapid appproach to investigating IMPORTANT and UNFAMILIAR points about your product ir experience.

We utilized design sprints to define our solution for both employee and employers.

IDEALAUNCHLEARNBUILD

To understand the value, consider the traditional design process

IDEALAUNCHLEARNBUILD

A design sprint is designed to help increase the rate of learning, helping you go from ideation to actionable findings without investing time and money in building and launching.

Establish a common understanding of the problem were tackling.Determine where well focus our efforts.Generate a bevvy of ideas via rapid sketches, critiques.Select the ideas & treatments that well prototype. Move from detailed storyboards to stand-alone prototypes.Prep the guide.

Evaluate hypotheses and get feedback on treatments, from would-be customers.Recap findings, set next steps.

Understand

Diverge

Decide

Prototype

ValidateFive Steps to a Design Sprint

Classically there are Five Steps to a Design Sprint -- basically taking all the crucial steps for good design decisions, but condensing them to focus on a specific problem. [Explain the 5 very topline]

However, to our mind its a mistake to think five steps means five days. Weve found through trial and error that this doesnt work very well for our team and particularly our team when were working with clients. While adhering to the core time-boxing principle, we like to air things out, usually around 8 days, but for very specific questions we collapse to 3. (We have tried one and that was too extreme)The other reason is that there are key steps that preceed this

Provide a quick overview to remind/educate the audience on what a design sprint is could use a better graphic

Plus Two Hidden Steps

Prep

Kick-OffMeetingsCast the teamSource the nestCommit to and book the timeSet expectations Loop in extended stakeholders

Understand

Diverge

Decide

Prototype

ValidateIdentify key user insights (user interviews?)Source competitive, comparable inspirationDefine respondents, recruit them

Kick the tires on sensitive topics Identify any essential constraints

Classically there are Five Steps to a Design Sprint -- basically taking all the crucial steps for good design decisions, but condensing them to focus on a specific problem. [Explain the 5 very topline]

However, to our mind its a mistake to think five steps means five days. Weve found through trial and error that this doesnt work very well for our team and particularly our team when were working with clients. While adhering to the core time-boxing principl