If a tree falls in the forest but no one is there to see or hear it, did it really fall? As I pondered this philosophical question, the thought that fell in my mind was, “If a private exchange platform has great features and performs impressive functions but has a sub-standard user experience (UX), is it a great private exchange (PIX)?” The truth is, while an exchange can be highly functional, if people find it difficult to navigate, or simply get lost trying to use it, they probably won’t continue long enough to explore its great features and impressive functions.

As you strive to pick the right private exchange for your clients, the user experience is one of the factors you must consider. As an expert adviser to your clients, earn your group’s trust by making great recommendations, such as a private exchange that makes life easier for them and their employees. A health care exchange with a great member experience makes it easy for employees to independently make their plan choices while getting educated about their benefits. While there are many, here are three user experience features that create a positive experience for users: 
 

Simple step-by-step instructions

Having step-by-step instructions conveniently on each page makes it easy for the member to access helpful information and tips at each stage of the enrollment process, eliminating confusion and stress.
 

Informative Videos

Our brains respond better to images and visuals versus text…so much so that visuals are processed 60,000 times faster in the brain than text. It’s just easier sometimes for people to watch a video explaining something as opposed to reading about it. A platform that has relevant videos to assist employees in making their health care selections on each page, makes it easy for a user to quickly get the information he or she needs to make the right choice. A video is worth a 1,000 words. A plus is having a video library that allows them to look up other topics and understand how their benefits work. 
 

Articles written in plain language, passing a health literacy policy 

Health literacy, the ability of a person to understand or get the information they need to make the right oral health choices, is a big deal. It’s tough for employees to make benefits choices that impact them and their families when they don’t understand the insurance language being used. In fact, it can be downright intimidating. So, an exchange must make sure that everything the member will read is written in plain language. If the communication on the platform adheres to a health literacy policy, then that’s taking it up another level.

In light of the current benefit trends toward health care consumerism, where members are taking more leadership of their benefits and have been given more options, it’s important that the exchange you recommend actually makes life easier. To do so, it must be easy to navigate, easy to understand and gives members the tools they need to make informed choices. So, yes, ensure that the exchange meets your groups’ needs in terms of functionality but don’t forget to make sure that the user experience is a great one. Both are important.