State of Florida ACA Marketplace
Government Healthcare Platform & Audience UX
Project Background
When the Affordable Care Act rolled out, Florida became one of the most complex and closely watched markets in the country. We led audience experience and front-end development for Preferred Medical Plan's ACA marketplace—building the public-facing system that guided residents through enrollment, subsidies, and plan selection.
Our focus was simple: make one of the most complicated government programs feel human, usable, and accessible. We designed every path through the system for real people—families comparing options, first-time enrollees sorting through paperwork, and multilingual households navigating sensitive choices.
That work helped nearly a million Floridians secure coverage in the ACA's pivotal first year.
Highlights
• Served as Audience Experience Lead and Front-End Developer for ACA Phase 2 rollout
• Designed and built user journeys for plan selection, subsidy calculation, and enrollment
• Architected segmentation logic around household structure, income, health needs, and language preference
• Built a bilingual (English / Español) interface optimized for clarity and conversion at scale
• Developed an interactive premium estimator to make complex financial decisions intuitive
• Tuned interface and workflows for Florida's diverse audience and policy landscape
• Delivered a secure, compliant, high-performance platform integrated with state and federal systems
• Partnered with Centresource (Nashville) on platform integration and backend coordination