Population Health Services Digital Re-design
Emphasizing: clinical user research, cross-disciplinary stakeholder workshops, user story creation, design prototyping and testing
Population health services have traditionally been administered telephonically. These services include case and disease management for health programs such as Diabetes, COPD, Heart Failure, Coronary Artery Disease and other chronic conditions.
As market, clinical, and consumer needs evolve, pressure has mounted to overhaul the telephone-based service model with digital experiences for both consumers and clinical users. The main challenge this product portfolio faced was in the definition phase of which requirements are desirable, feasible, and viable to all stakeholders involved. The complexity of the health services, user interactions, and healthcare system in general made for a robust design challenge.
- Definition of user needs from a consumer and clinical standpoint
- Organized list of features broken down into user stories
- Digital prototypes that set the vision for the service
- Practical roadmap for the organization to take steps towards future-state
- Stakeholder buy-in across disciplines such as marketing, product, and operations
First, our team began by analyzing the service experience in it’s current state. Call listening and analysis, consumer interviews, internal stakeholder working sessions, and deep dives into critical touch points gave us a knowledgable foundation for barriers and opportunities. For example, call listening of clinical and consumer experiences provided insight into which interactions were better suited for automation in a digital tool over other interactions that would still require nurse oversight. Additionally, clinical observations/interviews and ethnographic consumer interviews provided the team with insight about inherent needs, expectations, and functionality for both sides of the service.
Second, we planned and executed a stakeholder workshop with leaders across product, clinical, marketing, and engineering. The goal was to familiarize ourselves, as a group, with the current front- and back-stage technical processes, interactions, and user needs. Thereafter, we used the time together to develop new ideas about how the service can, and should evolve. We used those ideas to generate themes and dove deeper into specific functionality necessary to bring to life each requirement. With the use of structured frameworks, we normalized the workshop participants’ ideas into user stories and epics.
Lastly, we partnered with an external design agency to create storyboards, feature-set, and prioritization in order to develop a functioning digital prototype. The prototype set the vision for where and how the service is to be created. It was most helpful in garnering leadership buy-in, driving development efforts, and supporting consumer testing. From there, product continued to partner with our internal engineering teams to develop the digital experience on our own tech stack.