Opportunity
A national health insurance provider partnered with a large regional healthcare system, and the two were looking for opportunities to create an experience for their patients and members that was more streamlined, higher quality, and more affordable.
The project scope encompassed research, strategy, and design to help develop a better understanding of member/patient journeys, including pain points, potential shared solutions, and key areas to prioritize.
Role
Lead Researcher
Team Members
3 Experience Strategists, including one intern
1 UX Designer
1 Project Manager
Research Methods
In-depth patient/member interviews
Stakeholder/SME interviews
Contextual inquiry
Market trends analysis
Journey mapping
Primary Research Objectives
- Acknowledging the newness of the partnership and the lack of close familiarity between the two client organizations, understand key SME roles within each organization and their goals for the partnership.
- Understand the behind-the-scenes perspective and mechanics for patient/member-facing roles on both the healthcare and health insurer sides.
- Understand past and current health and health insurance experiences, choices, and behaviors for representative patient-members, and gather their feedback on concepts hypothesized to improved their overall healthcare experience.
Research Deliverables
- Research report encapsulating stakeholder/SME, contextual inquiry, and in-depth patient/member interview findings
- Market analysis report
- Current state journey map
Approach
-
Conduct stakeholder interviews with client team members to understand roles, discover individual and organizational goals, and identify points of alignment and misalignment.
- Conduct several rounds of contextual inquiry shadowing different patient- and member-facing roles within each organization to understand the behind-the-scenes mechanics that drive and shape decisions and interactions.
- Conduct in-depth interviews with patient-members to understand past experiences and behaviors and evaluate potential solutions that could be achieved within the context of the client partnership.
- Conduct a market trend analysis to identify solutions in similar and analogous organizations that could inform the development of future partnership solutions.
- Based on research findings, compile a current state journey map to level-set both client organizations in order to chart a path forward through phase 2 future state ideation.
Client Impact
- Deep insight into the potential of the partnership in terms of patient-member impact and internal feasibility.
- Feedback that informed refinements to potential joint solutions and insights that drove the creation of new potential solutions to be evaluated through future research.
- A roadmap for the evolution of the partnership over time, put squarely in the context of member/patient feedback and benefit.
