Words To Design By

From a TPM post on Kentucky's ACA IT system:

"From a design standpoint, Kentucky made the conscious choice to stick to the basics, rather than seeking to blow users away with a state-of-the-art consumer interface. A big part of that was knowing their demographics: A simpler site would make it easer to access for people without broadband Internet access, and the content was written at a sixth-grade reading level so it would be as easy to understand as possible.
"We wanted it to have a branded feel, but that was not the most important part," said Gwenda Bond, an exchange spokesperson. "The most important part was that it works. I think a lot of people would say that simplicity is good website design."