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After the Affordable Care Act passed, I provided UX oversight for Pappas MacDonnell's nationally-acclaimed go-to-market strategy for the Connecticut Health Exchange. First, I worked with the application developer, Deloitte, to evaluate and fine-tune the online application experience that was already in progress — ensuring it remained simple, accessible and streamlined for a broad audience, while fulfilling the strategic goals of the marketing plan and adhering to complex federal requirements. Next, I provided site architecture, user experience design and strategic direction for the responsive, educational website component of the campaign. By the end of the first enrollment period, the site had attracted 630,000+ visitors, boasted an average engagement time of nearly three minutes per visit, and was used to complete 200,000+ applications — more than double the goal. In fact, the launch was so successful that a case study featuring Pappas MacDonnell's integrated marketing strategy and execution is now taught as part of the curriculum at Harvard Business School and Harvard School of Public Health. As Forbes put it, "Connecticut isn't just ahead of every other state; it's in its own league entirely." While my role in the overall project was small in comparison to the impressive body of work done by the agency, I am proud of my contributions to the success of this historic project.
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in 2013 for Access Health CT / Pappas MacDonnell / Read the Case Study @ PappasMacDonell.com
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