The Inaccessible Social Welfare

Medicaid was signed into law in 1965 in the United States designed to provide health coverage for citizens. There are close to 16 million disabled and elderly beneficiaries. Its major roadblock is its complex eligibility determination process, causing a slow rate of enrollment.

Increasing the accessibility of the social welfare program, was the prime focus for us during this project. This focus also won us an Honorable Mention at the Creative Communication Awards 2019 in the User Experience design category.

Our Client

A leading consultant company in the healthcare sector, wanted to build
a web application for their field agents to help senior citizens
in successfully applying for assisted medical care.

The goal was to help more and more senior citizens reap the deserved
benefits of assisted medical care and close the gap separating
aided healthcare funding and the needy.

Understanding the Process
  • Assigning cases as per the availability and work load of the field agent.
  • Potential for error in documentation while entering data from paper forms to excel sheets.
  • Delay in the procurement of documents prolongs the processing cycle
  • Excessive dependency on individual field agent.

Mission Statement

Build an interactive and responsive web application that simplifies the Medicaid application process and ensures high acceptance rates.


At Koru, our design process is focused on improving the usability, accessibility, and delight provided in the product interaction. Keeping the user in the center of the creative process leads us to create designs that are clutter-free, easy, intuitive, scalable, engaging and provide a fabulous experience to the users.


  • Conducted user and stakeholder interviews to discover the top 5 tasks that each identified user type would perform using the application.
  • Uncovered challenges, limitations, instructional gaps, dependencies, and motivations that the users have.
  • Listed the top 5 problems faced by the agents currently.


Developed process maps, workflows, and user journeys to come up with a list of top findings.


  • Understand and review data that a provider would refer to for a patient during the visit.
  • Review the visit process from the provider’s perspective
  • Review and study documentation generated post appointments


  • Journey map for office/virtual visits
  • Clinical information referred to by the physician
  • Actions that a provider could take
    • Prescribe medication
    • Prescribe lab/diagnosis
    • Refer to another doctor
    • Set a follow up appointment
    • Change the parent diagnosis


  1. Complex and extensive application form
  2. Slow-moving workflow of the paper-based form
  3. Higher rates of rejection owing to inconsistent information provided
  4. Complex queue management system
  5. Completion of the form and documentation requires multiple visits

Building the Design Brief


For Field Agent

  • Sourcing correct information and documentation
  • Reducing time taken to complete application
  • Simplifying workload management

For Applicants

  • Pleasant, non-intimidating interactions
  • Simplifying the application
  • Helping him directly contribute to the process

UX Approach

A viable direction was to split the system in two – one app for the field agent and another for the applicant.

With each applicant contributing to the application process, the agent can pack more within a single appointment while meeting with multiple applicants.

The applicant isn’t intimidated by the simplified application, thus giving responses that are more accurate, and saving on the agent’s time and efforts as well.


We brainstormed and picked specific areas for enhancements considering the top challenges and focus areas in mind to develop the proposed features for the Field Agent and Applicant.

Direction A

Direction B

Direction C

On Field Agents

UT allowed us to validate and test our concepts and fine-tune those that resonated better with the users. The agents found it easy to understand and navigate around the app.

On Applicants

The workflow was simplified as compared to the Field Agents’ version, and the focus was on the Applicants’ needs and limitations while interacting with technology.


From Field Agent

Field agents responded well to working with complex workflows and having a feature-rich interface.

From Applicants

  • Applicants found it difficult to simultaneously focus multiple things.
  • Cognition areas like vision, motor skills, tech-savviness had a huge influence on their ability to work with the solution.


Transforming the wireframes and prototypes to actual images with themes, components, and styles applied to them.

Applicant’s App


Conversational Copy

Warm and personal
language was used to create
a pleasant interaction experience.

Distinct Spacing

To assist people with motor skill issues in easy navigation.

Minimal Features

Guided walkthrough of controls and features for the user to discover, making it less overwhelming for seniors.


Warmer, yellow-based tones with a distinct contrast to make sure the screens are easy on the eyes.

Agent’s App


  1. Kanban vs List View
    Lets the users manage their cases with a listing style they prefer.
  2. Data Sync Indicator
    To notify the latest data sync, with a feature to do it manually anytime.

Quick Preview of Case Status Users can view the status of each case with a single glance for better workflow management.

Access to Documentation
Direct access to attached documents for each case provides a better understanding of the case’s progress.


With the Field Agents’ application, we had to work towards creating a tool that let them gain some much-deserved control over their own work schedules. By immersing ourselves in understanding the crucial role they play in the workflow, we were able to come up with a digital solution that gave them exactly what they needed to do their best work.

Working on the Applicant’s app opened up creative avenues like never before. The challenge here was to scale the technology to the level of those who weren’t too familiar with it, and packing in as much power by way of safeguards, along with ease of access and visuals.

This experience was a series of contrasts that allowed us to stretch our capabilities to accommodate these vastly varying user needs. It only goes to highlight the power of user-centric thinking which enables us, designers, to come up with the right solution.