Defining strategy for healthcare users

Case study content

Approach
Results
Activities
Work samples

After close to a decade in business, priorities for the business were changing and called for some radical rethinking. For example, shifting from a roadmap defined by client requests to one determined by a central vision became a big priority.

I took it upon myself to conduct a large piece of research and design to help understand and re-imagine how we could support healthcare users in the future.

Here we will review the output from some of my activities on this project.

Approach

The overarching goal of the project was to establish, with data, insight and collaboration, a future vision for member interaction. Because of the ambitious premise of the project, the discovery phase was robust. I therefore planned, on a two-weekly basis, readouts on a rolling basis. This kept stakeholders engaged with progress, and insights as they emerged.

The research fed into a number of workshops and working sessions. Working sessions with care and support teams was focused on understanding their experiences, as well as aligning member use cases. On the other hand, workshops were intended to be generative and future facing.

More importantly, all the findings were collected in a Service Blueprint. This asset became a useful tool, supporting strategic conversations and directing strategy from AI priorities to care team purpose and tooling.

Results

The research project had a number of unintended, helpful effects. First, the service blueprint and its corresponding assets proved to be supportive across the organisation, guiding road-map decisions at end of year planning. Moreover, the research used to develop it was quickly absorbed into the CX organisation, providing long term insight and data for the business.

In addition, we analysed 10 years of medical data to establish unique segments. The research provided the most human-referencing design asset and helped drive understanding with respect to health and service complaints unique to segments or their families.