Users to the rescue: the role of user-generated content (UGC) in the Minnesota affordable care act (ACA) website launch

Abstract

This paper examines the potential of User-Generated Content (UGC) as a site of research for web usability. Specifically, this paper shares a case study of blog responses that detailed user experiences with the 2013 launch of MNsure.org, a high-stakes website created to facilitate the online purchase of health insurance in response to the 2010 Affordable Care Act (ACA). A content analysis of blog responses, informed by qualitative content analysis [1], revealed poor usability of the site, including a low effectiveness rate, several critical errors, and low satisfaction. User stories were remarkably detailed, offering valuable information for website repairs. Connections between UGC and traditional web usability methods such as usability testing were explored in terms of "community," "participation," and "metrics." Overall, the case demonstrated the potential value of UGC content analysis as a complement to traditional usability testing.