Statement from CEO Rose Naff

TALLAHASSEE, Fla. – “In just the past week, it has become apparent that interest in Florida’s Health Insurance Marketplace is bigger than we planned for and the time is more right than we thought. Interest is up and the first time a Floridian visits the new Marketplace is critically important. A consumer’s first impression can be long lasting and a pleasant user experience can lead to a more satisfied customer.

“A newly added task to the implementation timeframe is re-tooling the Marketplace front door. The effort is intended to streamline the shopping experience by minimizing the number of user clicks and will enhance inter-site navigation and transfer.

“Therefore, in addition to revising the front door, all aspects of the Marketplace infrastructure are currently being revisited. We are re-checking the scalability of consumer facing elements as well as the back office and all connectivity in between.

“Whether the purchase to visit ratio is 1 to 10, 1 to 100, or 1 to 1000, we want to have every confidence that we have accounted for the appropriate load bearing aspects of the web-based solutions we are deploying. The time to find out our load maximum is now, before we cross any volume thresholds and possibly risk a less than perfect user experience.”