Role:

Service design lead, thought partner, workshop facilitator, deliverable designer

Partners:

Product Manager, Business Ops Lead, Subject Matter Experts, Product Designers, UX Researcher, Content Designer

Activity Overview:

• Research Synthesis

• Market Research

• Problem Reframing

• Co-Creation Sessions

• Concept Sketches + Cards

• Synthesis and Iteration

Opportunity

The pre-existing medical health questionnaire experience was entirely manual. Clients had to remember each doctor appointment, medication, and illness they had over their past 10 years. On average, it took 36 minutes for clients to complete the task, with some taking 2 hours to complete and others regretting they ever started the process, which led to a drop-off in sales.

Approach

When I first learned about the project I spent time understanding what the biggest challenge was with the current experience. With our core team, I established success metrics and goals, and learning about current state. One of the biggest concerns was making sure the experience before and after worked well with this experience. I built the team, led workshops, sketches, and created the prototypes for testing.

Impact & Results

We designed and tested the Online Medical Health Questionnaire vision, which included a storyboard and concept cards. We raised the client satisfaction score from 84% to 97%, reduced the time to complete to 30 minutes, and raised the first day completion rate to 62%. We showed our success with product leaders to get budget to build out the end-to-end experience.

Stakeholder Intake

We determined 3 core goals

• Decrease the Time to Complete from 36 minutes to 30 minutes

• Raise the Client Satisfaction Score from 84%

• Raise the First Day Completion Rate from 40%.

Establishing a Team

There was no existing team at the time and our company hadn’t completed a project with Product and Design partners together. I thought was time to set a new precedent, so I found our colleagues who I knew would eventually help to build out the experience.

Current State

We sifted through the research we did have to start to piece together a blueprint. One of the most difficult parts of this step was keeping track of the current state of Pre-Authorization, a digital product that was already being built and is the experience before the questionnaire.

Problem Re-Framing

We learned certain pieces of this questionnaire cannot can’t change unless there is a change in regulations. As a result, we discussed how we might make the Digital Products that can change work in unison with those that can’t or are already being built. The goal was to reduce as many client pain-points as possible.

Concept and Narrative Creation

As a team, we thought about each piece of the experience. We thought about crazy ideas, silly ideas, and practical ideas. Based on our ideas I created a target state storyboard and 3 concept cards for us to iterate on before testing.

Testing & Iteration

After creating concept cards, we tested them with clients who had used the Medical Health Questionnaire within the past year. We conducted a survey and 1:1 interviews.

• 774 survey respondents

  • 82% had not seen or do not remember seeing the online MHQ before

• 9 user interview participants

  • Participant ages ranged from 25 to 78

  • 2 participants had positive survey responses

  • 2 participants had negative survey responses
    5 participants had neutral survey responses

After-Action Review

I was very proud of assembling a cross-functional team. Not only did I receive notes along the way saying how thankful teammates were about the way we worked together, but I also received 100% project satisfaction rates when I sent out my end of project review. I also look back about how we discussed success measurement to create a very clear idea of the data points we were trying to move in a fond way.

Now, I still think about how I might refine the questions I ask at the start of a project to get to the root of the project purpose and how I might socialize it afterward with the right people to get the experience built out faster.