Speakers: William Pappalardo, Tufts Health Plan Tim Reilly, Prolifics Abstract: In this session, you will learn why Tufts Health Plan chose IBM's Customer Experience Suite and Employee Experience Suite to replace their existing portal portfolio. Tufts Health Plan wanted to ensure they had a world class future looking user experience platform in place before modernizing and investing in new capabilities for their users. The session will detail how they subsequently planned and delivered an effective online experience using portal, web content management, forms, social solutions and more. The team will discuss their business priorities, technology selection, lessons learned, and what's up next in their roadmap.

1. ECE203: Tufts Health Plan Creating a World Class
Future User Experience
Platform
Bill Pappalardo, Tufts Health Plan
Tim Reilly, Prolifics
© 2014 IBM Corporation

2. Introductions
Who we are
William Pappalardo is an IT Director at Tufts Health Plan. He is responsible for implementing
all new applications as well as enhancing and supporting all existing applications. He has over
25 years of experience implementing a wide variety of applications onto many different
platforms.
Tim Reilly is a User Experience Practice Director with Prolifics, specializing in Portal and Web
Content Management. He has led the implementation of many global projects using IBM
WebSphere Portal and has extensive background in enterprise portal architecture. He
specializes in providing Enterprise Java and Portal solutions leveraging IBM's Exceptional
Web Experience products. He has over 10 years of experience with WebSphere Portal and is
a former Apache Software Foundation committer
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3. Agenda
Tufts Health Plan and a Successful Digital Experience
The Challenges and Opportunities
Our Assessment and Implementation Process
Lessons Learned
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4. Tufts Health Plan and a
Successful Digital Experience
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5. Tufts Health Plan
About Us, Who We Are
Since 1979, Tufts Health Plan has been committed to providing a higher standard of health
care coverage and to improving the quality of care for every member.
Tufts Health Plan, through our philosophy, our people, and our innovation, offers you a local
health plan with a national reputation for excellence. No one does more to keep you healthy.
Mission: To improve the health and wellness of the diverse communities we serve
Vision: Every life improved through access to high-quality, affordable health care
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6. Tufts Health Plan

Second largest health plan in Massachusetts



~ 1M Members
Ranked by NCQA as one of the top US Health Plans for the past 9 years and also ranked as one
of Top 10 Places to Work in Massachusetts in 2013
Serves 3 lines of Business



Commercial Membership (Generally < 65 years of age)
Medicare Membership
(Generally 65+ years of age)
Medicaid Membership
(Need based insurance)

Partnered with Cigna HealthCare in 2004 to service multi-state employer groups

Expanded coverage to Rhode Island in 2009

Company tag-line: “No one does more to keep you healthy”

7. Digital Experience Platform
What is a World Class User Experience?

User Experience Strategy and Design
– Beyond User Interface Design
– What type of experience will customers,
employees and partners have with your
organization as whole?
– Multi-discipline approach is need to create a
strategy and execute that strategy in the
context of a digital experience.
–
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What does it mean to be “World Class?”

8. Digital Experience Platform
Advantages of the IBM Suite
From Essential to Exceptional – customers are making the transformation today with exceptional digital experiences...
Faster time to market & delivery
84% faster time to find experts
61% faster service delivery to new customers
Increase win rates
60% increase in online sales conversion
85% sales conversion rate when use web tools
Lower Operational Cost
62%customers didn't need to call
2X increase self service transactions
Increase Customer Satisfaction
30% higher rating for web self service than help desk
30% increase in referral rates
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9. Digital Experience Platform
Importance of a Digital Strategy and a Digital Platform to Match

“Like most business strategies, various interpretations exist, but in general, a “digital
strategy” involves:
– Working within the digital landscape to drive more customized, personalized (and, in
many cases, self-service) interactions with customers, employees, citizens and other
stakeholders.
– Leveraging data-driven decision making to make those interactions more effective
– Using an organizational model that is more nimble and reactive to changes in the
digital environment”

Whitepaper available at IBM.com:
“Creating a digital strategy to provide exceptional digital experiences”
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10. Challenges and Opportunities
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11. Project background – Initial Challenge
 IT:
– Aqua Logic User Interaction (ALUI) portal product was being sunset by the
vendor
• Originally developed by Plumtree Software
• Ownership transferred from Plumtree to BEA and then to Oracle
– Oracle’s upgrade path for ALUI was to migrate to their latest product,
WebCenter Portal
– The ALUI to WebCenter Portal upgrade required a significant source code
migration which opened up other market options

12. Opportunities of New Technology
 2013 implementation would accelerate 2014 opportunities
– Migrate and upgrade current Member portal.
• Member feedback: complex plan designs, consumerism and competitive pressures escalate
need to improve upon ALUI-based user experience launched in 2008
– Address escalating need for personalization and real-time response to support employers with
custom plan designs
– Migrate Public website to mitigate growing risk for inconsistent information across platforms (singlesource, centralized content management)
 Expand internal and external collaboration and communication
–
–
–
–
–
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Unify wholly-owned subsidiaries
Improve project execution through increased integration between IT & Business
Extend Connections to remote workforce
Interact with entire organization through moderated blogging
Increase self-service business features for real-time customer response

13. Assessment Project Scope
 In Scope
– Complete the assessment of Web portal strategy
• Incorporate input from a previously completed IT Strategy Assessment
• Gather input from the existing portal business owners
– Complete analysis of portal technologies
• Java based products (Oracle, IBM, LifeRay)
• .Net based products (Microsoft)
• Cloud solution options
• Removing portal product from the architecture
– Finalize assessment deliverables:
• Solution recommendations
• Business case for 2013 implementation
 Out of Scope
– Enhancements to the web portal
• Identified as an IT Infrastructure Project

14. Portal Assessment Timeline
1/2
1/9
1/16
1/23
1/30
2/6
2/13
2/20
2/27
3/5
3/12
3/19
Requirements
Requirements
Kick-off
Reviewed and
Reviewed and
Responses
Responses
Approved
Approved
Requirements
Selection
Selection
Criteria
Criteria
Selection Criteria
RFP Development
Reviewed and
Reviewed and
Vendors
Vendors
Finalized
Finalized
Shortlisted
Shortlisted
Orals Prep
Orals
Orals
Completed,
Completed,
Vendor
Vendor
Selected
Selected
Orals
Budgetary Docs
RFP Issued
RFP Issued
Final
Deliverable
3/26

15. Critical Decision Points
 Licensing model
 Social capabilities
 Strength of partnerships
 Attention to the sales process

16. And the winner is …

17. 2013 Customer & Employee
Experience Suite
Project Summary
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18. Project Scope
 Creation of a WebSphere portal environment – Target deploy: April 13





Acquire and setup new hardware
Familiarize WebSphere consultants with details of Tufts Health Plan’s portals and existing environment
Establish architectural principles for Tuft Health Plan’s portals on WebSphere
Determine foundational topology for WebSphere portals
Install, configure, and integrate WebSphere portal for all 4 environments
 Migration of existing Broker & Employee Portals – Target deploy: October 13





90% of sales generated thru Broker Portal
Sunsets oldest and most difficult to maintain portal
Implement functional parity with existing portals
Develop experience with new portal technology
Knowledge transfer from Prolific’s consultants to Tuft Health Plan’s employees on nuances of migration
 Out of Scope


Portals other than Broker and Employee
New functionality beyond current state

19. Project Summary
Original plan for 10 month project consolidated to 6 months
–
Four complete environments deployed
•
Portal
•
Forms
•
Connections
Broker Portal migrated and significantly enhanced
–
Highly configurable by business
–
Consolidation of communications to Brokers
–
Increased efficiencies with Forms
–
Sharing internal sales data with Brokers
–
Improved Broker perception
Adhered to Agile Systems Development Life Cycle
Significant project time and cost savings
Project scope driven by timeline and cost
–
Implementation date – immoveable
–
Scope decisions made based on project budget

20. Core Project Team
Tufts Health Plan
Prolifics
•Project Manager
•Management Oversight
•Business Architect
•Technical Architects
•Technical Architect
•Platform Administrators
•Security Architect
•Portal Developers
•Business Analyst
•Usability Expertise
•Platform Administrators
•Portal Developers
•QA Testers
•Business resources

21. Project Timeline Overview
Jan
Feb
Mar
4/1
4/30
5/1
5/31
6/1
6/30
7/1
7/31
8/1
8/31
9/1
9/20
Hardware installed for all
Hardware installed for all
Kick
off
Hardware installed
environments
environments
Dev/QA environment
Dev/QA environment
Databases installed
configured
configured
Mandatory
Application
Application
deployed toto
deployed
Dev and QA ready
QA env
QA env
system
freeze
Production
Production
environment
environment
ready
ready
Application to Dev
Websphere
Websphere
databases installed
databases installed
Application to QA
Prod ready
Final
Application developed and
Application developed and
QA Testing
Deliverable
deployed toto Dev env
deployed Dev env
Prod Deployed

22. Project Summary
 Project complete within original project timeline and within project budget
– Original timeline was 10 months, project completed in 6 months
– Project was completed slightly under budget
 Initial project deployment scratched the surface of the what is possible with the new Websphere
Portal technology
– Expanded use of Forms, Connections and other Social capabilities
 Very favorable responses to the new technology capabilities both internally and externally
– High demand internally to migrate remaining ALUI portals
– High user satisfaction from Broker community
 Internal acceptance and approval of Agile SDLC
– All portal projects will adhere to this methodology going forward

23. ALUI Broker Portal

24. WebSphere Broker Portal

25. IBM Digital Experience Suites:
Proven Foundation of IBM Technology and Capabilities
IBM Employee Experience Suite
IBM Customer Experience Suite
The Foundation
WebSphere Portal V8.0 | IBM Web Content Manager V8.0 | IBM Forms V8.0 | IBM Web Experience Factory V8.0
IBM Connections v4.5 | Worklight v5.0 | Sametime v9
Foundational Capabilities
Insights through instrumented analytics - Understand changing customer and employee needs with web, social, qualitative
metrics
Personalized and contextual experiences - Experience tailored to the unique audience context, behavior, and device of
choice, delivered consistently across channels
Seamless integration of business applications - Integrated business and social tools to provide a seamless self service
experience
Dynamic, rich content authoring and publishing - Improved LOB authoring, user and social generated assets
management

26. Digital Experience Platform Foundation
Product Mapping
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27. Digital Experience Platform
WebSphere Portal Technical Architecture
Page / Content
Portlet Container and Services
Portlet API
Aggregation
Dynamic
Rules
Server /
Side
Aggregation
iWidget
Feed
AUTHENTICATION
Client
UI Manager
Page &
Themes
Content
and skins
Responsive
Theme
Imper-
Feed
WCM
Tagging
sonation
Reader
Rendering
Search
Live Text
WSRP
Rating
Portal
Web
JEE
JDBC
Services
Handler
Community
AJAX
Portlet
Site
Model
Credential
Pages
Proxy
Composite
Preferences
Admin
Policy/ Per-
Vault
Site-
Security
sonalization
analytics
SingleSignOn
Apps
Templates
EJB
Servlet
Caching
Feed Provider
Web Content Management
WebDAV
.
WCM API
WSRP.
Managed Pages
XML Access
Portal Script
L
, SAM
Oauth
Imp
erso
natio
n
AUTHORIZATION
SiteDesign
Content
Approvals
Authoring
Syndication
Content
Rendering
Projects
RTE
Enterprise
Apps
WCI
and
Remote
BPM
portlet
producer
Content
Portal Database(s)
User profile DB
Content
Repository
LDAP Directorie(s)
 Should the brightest people you have solve this or business problems?
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WebSphere
.

28. Portal Satisfaction Comparison
Original
WebSphere

29. Lessons Learned
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30. Lessons Learned
What Went Well
 Stakeholders were included in day-to-day decision making / escalation points were clearly
defined – they were usually in the room with the team
 Having the decision maker in the room, helped to clarify question and expedite direction
 Resources were dedicated to the project
 People were focused on solving the problem and not the process
 Amount of collaboration and effort was outstanding
 Team likes the sense of ownership: felt like they owned a part of the solution, this contributed
to people giving the extra hours and effort
 Team members felt like their opinions mattered, they weren’t disregarded
 People were encouraged to think outside the box, stepped out of normal processes and
were willing to change, adapt and think outside the box
 Investment of IBM and Prolifics team members throughout the project
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31. Lessons Learned
What Could Use Improvement
 Project moved between waterfall and agile depending on the phase and the ability of various
platforms to adapt. Some could adapt and some couldn’t/wouldn’t – some teams adapted
better than others, when they couldn’t it caused delays
 There was too much overlap of roles, especially initially in the project which resulted in
significant confusion
 Scope and timeline could have been better managed
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32. Future Direction
What’s Next
 Continue to Migrate User Experiences for existing audiences
– Members, Sponsors, Employees, Healthcare Professionals, more
 Enhance, Improve, Existing User Experiences using new capabilities
 New Initiatives and Experiences are being innovated by the business, now that they have
the context of the new platform
 Broaden the Use of Social Capabilities and Social infusion
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33.  Access Connect Online to complete your session surveys using
– any web or mobile browser : http://connect2014.com
– Connect Online kiosk onsite
Bill Pappalardo, Tufts Health Plan, William_Pappalardo@tufts-health.com
Tim Reilly, Prolifics, treilly@prolifics.com
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34. Acknowledgements and Disclaimers
Availability. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates.
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