On Oct. 1, an estimated 100,000 Hawaii residents will be able to use an on-line marketplace to shop for health coverage that will start on Jan. 1, 2014. Our marketplace is called the Hawaii Health Connector — a high-tech tool designed to provide access to affordable health insurance options to those without employer-based coverage.

The White House’s decision last week to postpone until 2015 the provision requiring businesses to cover their workers, doesn’t change the enrollment schedule for consumers. In Hawaii, the employer mandate was never as central to implementation because many of our businesses already offer health benefits to their employees.

That said, AARP Hawaii believes the next 90 days are critical for the success of the Connector and must reflect a fully transparent process that responds to consumers. We see two challenges that must be addressed over the next three months. First is the challenge of creating assistance systems and tools that consumers can use to make informed decisions — including call center, provider directories, quality rating information, and more.

The second challenge is launching an easy-to-navigate website with comprehensive information. Creating a website that provides clear information about access, eligibility, quality and costs is essential to enrolling consumers in coverage that fits their needs and budgets. The Connector is responsible for ensuring that the enrollment process is easy for residents to understand and use.

For guidance on what our website should look like, AARP offers recommendations as well as a recent report that highlights consumer-friendly best practices for helping people compare insurance plans and determine the best choice for their individual situation. The report, State Health Insurance Exchange Websites, was developed by the Informed Patient Institute, an independent nonprofit organization whose mission is to facilitate access to credible online information about health care quality and patient safety.

As we move closer to open enrollment, AARP Hawaii encourages the Connector to further engage residents in the outreach and enrollment processes. We believe that involving consumers and advocates as the website evolves provides a win-win situation for everyone. Individuals and small businesses get the opportunity to see what is coming in October, while the Connector benefits from testing and constructive feedback that will minimize bumps in the open enrollment process.

A successful Connector means residents will have access to affordable health insurance coverage. That is why outreach and education are critical. Many Hawaii residents will have little or no knowledge of new coverage options available to them. It’s important for the Connector to make basic information about coverage options, eligibility and timing widely available.

It also means reaching out — and asking for help in reaching those who don’t rely solely on the Internet. While we are moving into a more digitized world, Hawaii remains a strong, face-to-face community that must be respected as we build a Connector that meets the needs of consumers in cyberspace and real space.

AARP encourages the Connector to circulate information about organizations and individuals who have been contracted to provide in-person assistance. People also need to know what protections are in place for consumers. Consumers must receive the right information at the right time and in the right way to help them choose health coverage that will meet their needs.

The Connector must do everything possible to ensure public understanding and involvement in this new way to obtain health insurance. This is Hawaii’s best opportunity to introduce residents to sweeping positive changes in health insurance coverage — and we must make the most of it.

Hawaii consumers deserve a transparent Connector, where everyone can be a part of establishing a program that provides affordable, quality and accessible health coverage. Keeping consumers at the heart of every decision, as engaged participants in the development of the Connector, will ensure that Hawaii has a marketplace that reflects the needs, desires and the heart of our state.