Overview

Commonwealth Care Alliance is a non-profit community-based healthcare organization dedicated to providing the best customized care to individual members of all ages with special healthcare needs throughout Massachusetts. 

When we began the project, CCA had 4 unique sites that we recommended they combine into one cohesive digital presence to ensure architectural and visual consistency across the organization. This challenge involved an extensive discovery phase auditing each page on each site to determine what content needed to be carried over to the new platform.

The old sites featured text-heavy pages with minimal prioritization of content and limited next steps during enrollment processes. Since Google Analytics showed the most common services that CCA’s website users searched for included “finding a provider”, “enrolling as a member or provider”, and “obtaining membership plan information.” we segmented our key audiences and introduced clear calls to action for each. We developed an environment that allowed users to find and experience customized content, images, and tools based on their needs. 

MY ROLE: UX Designer at Boston Interactive

UX TEAM SIZE: Myself & oversight by UX Director

INDUSTRY: Healthcare, Insurance, Non-Profit

What We Did

Wireframe to Design

Goals & Objectives

• Combine 4 sites into 1 unified CCA brand experience

• Abide by ADA compliance and ensure the experience is prioritized for the use of screen-readers and low-vision users

• Increase member enrollment by simplifying the step-by-step process and providing additional information only when needed

• Improve member & caregivers experience by adding content that is empathetic to their needs and concerns

• Attract new employees by focusing on the direct patient care experience they’ll receive, the innovative programs they’ll be exposed to and the difference they’ll make in people’s lives

• Support and deepen partnerships with providers by telling the stories of current providers and show relevant data regarding the effectiveness of their programs (i.e. lower hospital admittance)

Target Audiences

During the discovery phase we discovered there are two main audiences: those who need care and have different types of care needs, and those who provide and prescribe care like referrers and staff. We learned the majority of CCA's members and caregivers are senior citizens (and sometimes those with disabilities) so it was crucial for our team to ensure ADA compliance throughout the site's development. We included tools such as the ability to enlarge the website’s text on any page to ensure the needs of all users were accommodated. We used The Interaction Design Foundation's 4 guiding principles to help us design for accessibility: be perceivable, operable, understandable and robust. 

Key Accessibility Guidelines

Competitive Analysis

We did a competitive analysis of CCA's competitors and best-in-class organizations in the broader industry and their evaluated digital presence using the following specific dimensions: navigation, segmentation, health plan benefits, enrollment, and stories.

Strategic Recommendations

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