ICAN! CoverAll Website
ICAN!
Opportunity: ICAN! has worked to successfully to expand Medicaid coverage for family planning services in the state of Illinois by advocating for and overseeing implementation of legislative and administrative policies. They saw an opportunity to expand their work nationwide sharing their leadership and expertise while partnering with different state policy actors. ICAN! wanted to create a website that would attract new state partners, guide policy makers in how to best expand their state’s Medicaid Family Planning policies, and support healthcare providers in maximizing those benefits.
Project Impact: TBD
ICAN! CoverAll is a website that offers expert guidance to state policy makers and healthcare providers to maximize their state’s Medicaid Family Planning coverage. It’s an expansion of the work ICAN! has done in Illinois to advance Medicaid coverage and position itself as a trusted resource amid growing Medicaid uncertainty. ICAN! CoverAll engages key state decision-makers and coalition partners in new states by providing high-impact, “sticky” content for one-time policy audiences and ongoing tools and training for providers, driving both adoption and sustained engagement. This project includes the integration of a Learning Management System (LMS) and an AI-enabled RAG tool.
My Role: UX Strategy Lead, IA Development, Content & LMS Strategy Lead, Content Management
Team: Patrick Metzger (Product Management), Eliana Teran (UX Designer), ICAN! (Client)
project highlights
AI-Enabled RAG Tool
Medicaid policies vary greatly from state to state, and therefore the support assets and resources that ICAN! creates for their clients also vary. Given that ICAN! is a small team, we set out to create a customizable resource builder that would enable their clients to search, adapt, and create ICAN!-approved assets for specific audiences and contexts within built-in guardrails to ensure consistency and accuracy. To accomplish this, we leveraged an AI-powered search and a Retrieval-Augmented Generation (RAG) AI framework to support a searchable library of tagged resources and component-based design, allowing users to assemble new materials from pre-approved, non-editable content that complies with ICAN! guidelines and eliminates the need for manual review.
IA & LMS Strategy
The ICAN! CoverAll site was built with the mindset of future-proofing. Their work is actively expanding to more states and functions both as a sales pitch to encourage collaboration with new state policy makers and a repository of information and assets for states that are currently engaged. Additionally, an important part of this project was to update their site’s Learning Management System (LMS), restructuring it to support the expansion from 1 state to multiple states, and allowing for flexibility in terms of access (open vs log-in) and future growth. Thoughtful user journeys were created to connect users seamlessly to relevant assets and encourage further exploration of LMS materials; which included setting up multiple “mind maps” to support different user groups, goals and levels of engagement.
Co-Creation Workshop
ICAN! CoverAll senior leadership aimed to transform a PDF guide on expanding Medicaid Family Planning coverage into user-friendly, interactive tools. We led a co-creation workshop to identify and prototype their top three ideas, breaking into groups to develop concepts and present back. This process clarified key fundamentals (e.g., what problem are we solving, what does this tool need to provide, who are the users) while deepening alignment on the client’s vision. Ultimately, the team realized their top two ideas lacked viable use cases or audiences. By involving them in the process, the pivot to the third concept became a natural, shared decision. In just five hours (3 hours prep, 2 hours workshop), we aligned on the most viable path forward.
UX Content Strategy & SEO
The ICAN! website is designed around two core user journeys: creating a high-impact, “sticky” experience for state and policy actors who may only visit once or twice, and providing ongoing value for health and social service providers through state-specific trainings, tools, and customizable resources. Together, these journeys support both national expansion efforts and long-term provider engagement, and throughout the website these user journeys are often intertwined on the same pages. Part of the content strategy was using progressive disclosure and clear visual hierarchy to customize user journeys and help users find the content most relevant to them. Additionally, I managed the SEO strategy, social media metadata, and the alt text for image accessibility.
