Federal Broadband Benefit Application Web App
Visuals are balanced with accessibility.
Barack Obama
“The Internet is not a luxury, it is a necessity.”
Project Background
In 2024, people are talking everywhere about how AI is changing the world. However, there are still 17 million unconnected households in the United States without home internet due to affordability.
Despite the availability of federal internet benefits, many users encounter challenges when applying for them through the government agency's website (https://www.usac.org/).
Goal
Our goal is to design and develop a web app to help underserved communities apply for the internet benefit (called ACP benefit) easily and increase the benefit enrollment rate.
Company
EducationSuperHighway - a nonprofit organization funded by Mark Zuckerberg and the Gates Foundation
Team
1 Product Manager, 1 Researcher, 7 Software Engineers, 1 Data Analyst, 1 UX/UI Designer
My Role
Led the design from conceptualization to launch in 6 months
Impacts
Identify Problems
Major Problems with Current Application Process
Lengthy application process (21 mins)
Unfriendly for users with limited digital literacy
Solution
Reduce Application Time to Increase Completion Rate
Problem
The average application time on government agency’s website is 21 mins which is lengthy leading to a low completion rate.
Solution
Step 1 Simplify User Flow
Most users only use the product for a one-time application, so account registration is unnecessary.
Step 2 Consolidate information
Step 3 Visualize application process
Results
Reduce application time from 21 mins to 5 mins
Completion rate increase by 4 times
Challenge
Work Under Uncertainty and Ambiguity
Problem
Have to start design while waiting for API access approval
Solution
One-week intensive design workshop from 9am - 5pm with stakeholders
Identify Target Users
User Pain Points
Solution
Build Trust to Increase Conversion Rate
Problem
Low conversion rate for users come from social media ads.
Solution
Identify design elements that help build trust by user interviews and focus groups
Focus Group with Users
@Birmingham, Alabama
Outcome
The conversion rate of users arriving from social media stands at 7%, significantly surpassing the industry benchmark of 1%.
Solution
Build Trust to Reduce Dropoff Rate
Problem
On the SSN page, where users are asked to enter their SSN, the dropoff rate is 12%, which greatly impacts the completion rate.
Solution
After testing, we discovered that users trust "256-bit encryption" the most.
User Testing for Improving Copy
Outcome
The dropoff rate was reduced from 12% to 1%.
Challenge
Looking Good and Working Well
Problem
Traditional government application website is unappealing and outdated.
Solution
Used eye-catching visual designs
Design Principle
Aesthetic Usability - Users tend to believe that things that look better will work better.
Addressing Accessibility
We're targeting 17 million unconnected households, with 10%-20% requiring assistive technology. We try to meet WCAG AAA standard as best as we can.
Examples of Accessibility Compliance
Legal Team Communication
The design needs legal approval if it falls into the listed topics.
Data collection and storage
Acceptance of legal terms
Integration of third-party data or services
Features involving minors or those under 13 years of age
User communication, including chat and text.
An Example of Design & Legal Reaching Agreement
Established Design Review Process
As the lead UX/UI designer, I established a design review process within our dynamic startup environment.
Build A Design System
Build an evolving and scalable design system to maintain design consistency.
Reflections
We successfully reached over 12,000 users across our three pilot cities within three months of our launch. Our enrollment rate skyrocketed by 4X compared to traditional government enrollment portals. I feel fortunate to work with such a wonderful and talented team.
