mad*pow's amy cueva at ahip 2015
TRANSCRIPT
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@ Amy Cueva
@ MadPow - Founder & Chief Experience Officer
@ HxRefactored - Chair of Design Track – April 5-6, 2016
CUSTOMER FOCUSED INITIATIVES
WHICH IS THE RIGHT ONE?
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zzStrategy & Service Design
Behavior Change
Organizational Design & Training
Design & Implementation
Research & ValidationEMPATHIZE
ENVISION
MOTIVATE
TRANSFORM
EXECUTE
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1. Business Alignment2. Experience Evaluation3. Opportunity Prioritization4. Experience Ideation and Validation5. Experience Monitoring and Guidance
FOCUSING CUSTOMER EXPERIENCE EFFORTS
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WHAT IS MOST IMPORTANT?
BUSINESS ALIGNMENT: 1
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EXPERIENCE ECONOMY
IT IS AN
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Increase top line revenue via: • Customer Attraction
• Competitive Differentiation
• Customer Retention
Increase bottom line revenue via: • Channel Migration/Self Service
• Informed Decisions
• Condition Management
BUSINESS OBJECTIVES
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• Give me access to the best care.• Save me money.• Make things easy to understand.• Answer my questions easily and accurately.• Be easy to do business with. • Do the work for me where possible.• If there is something I should know, tell me proactively.• Keep up with my expectations for experience excellence.
CUSTOMER EXPECTATIONS
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Explicit Intention: Figure out what is wrong with me.• Initiated Interaction: Find a specialist.• Motivation: Diminish anxiety. Feel better. Implicit Intention: Save money.• Prompted Interaction: Review specific ways to save
money in the future.• Motivation: Financial wellbeing.
EXPLICIT vs. IMPLICIT CUSTOMER INTENTIONS
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SHARED VALUES + SHARED ACTION = SHARED PROFIT Cindy Gallop
(FINANCIAL & SOCIAL)
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BIZ & CUSTOMER ALIGNMENT
Improved Rentention
Not having to learn a new plan
Satisfaction focused initiatives can yield loyalty and retention.
Decision support can deliver cost savings.
Business Customer
Cost savings via informed
decisions
Access to quality care with budget
in mind
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SEGMENT ALIGNMENT
Health Status
Motiv
ation
Healthy & Motivated to Stay Healthy
No Conditions Yet but Little Health
Motivation – At Risk
Motivated to Manage a
Condition Well
Not Motivated to Manage Condition
Focus Initial Efforts Here
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Masseuse
PCP
Support Network: Friends & Family
Pharmacist
Lawyer
Chiropractor
Health Coach
CSR
CSR
CSR
HR
Cardiologist
Nurse
Therapist
Weight Watchers
Gym
Lobbyists
Social Worker
Politicians
Lobbyists
Patient Advocate Translator
Financial Entities
Transportation Service
Heart Health Start Up
Hospital Network
Hospital
Cardiology
Lab
Pharmacy
Pharma
PBM Insurance Company
Insurer for Hospital
Federal Government
HHS
FDA
CDC
Legislature
Executive Branch
Employer
Condition Management Companies
Information: Google, Web MD, YouTube, iTunes
Condition Management Start Up
Walk in Clinic
Organizations & Non-Profits
Health Tech
Health Exchanges
State Government
Local Agencies
Health Communications
Patient Community
THE HEALTH ECOSYSTEM
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JOURNEY ALIGNMENT
Brand Perception
Plan Exploration & Selection
Onboarding 1st Use Preventative Engagement
Episode Diagnosis Treatment Planning
Condition Management
Something Goes Wrong
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HOW ARE WE PERFORMING?
EXPERIENCE EVALUATION: 2
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Awareness of Health Problem Evaluate Whether or Not to Seek Medical Help Lab Test Sample Results and ResolutionWaiting PeriodSeek Health Care Solution
- RESULTS
-MAILROOM
- RECEPTIONIST
- LABRECEPTION
- BILL
- RECEPTIONIST
- LABRECEPTION
-DOCTOR
- PATIENT’S ROOM
-DOCTOR
- PATIENT’S ROOM
- LAB TEST REQUEST
-RECEPTION
- CLINIC- PHONE
COPAYFILL
PRESCRIPTIONSCHEDULE
APPOINTMENTGET DOCTOR
EXAMRESULTS INTHE MAIL
WAIT FOR RESULTS
LEAVESAMPLEREGISTRATION
CHOOSE LAB TEST SERVICE
PRESCRIBED LAB TEST
GET DOCTOREXAM
REGISTER/ COPAY
ANXIETY & DEPRESSIONWORRY
SEARCH SYMPTOMS
SCHEDULE APPOINTMENT
EVALUATE MEDICAL
NOTES
SEARCHSYMPTOMS
NOTICES THEY ARE UNWELL
HAVING A LAB TEST
WAKE UPAT DAWN
DROP KIDSAT SCHOOL
JOURNEY MAP
TOUCH POINTS
USER JOURNEY
LINE OF VISIBILITY
BACK STAGE
FRONT STAGE
INTERACTION ZONE
DATABASE LOG SAMPLE
-TRANSMIT TEST REQUEST-PERFORM TEST-LOG TEST-REQUEST PAYMENT
I feel really dizzy. This isn’t
usual.
Better go see my doctor.
It’s probably nothing.
I hope... I have to get a lab test?
How long is this going to take?
Oh, these results aren’t bad.
Let’s see what the doctor has to say
about it.
What a relief! It’s not cancer
afterall.
Though I still have minor things to be treated for...
Oh well...
ADHERE TO TREATMENT
At least
everything is under control.
Adjudicate
PAYEREMR
- BILL
Adjudicate
PAYER
REQUEST PAYMENT
ACCEPT REQUEST
TRANSMIT RESULTSTAKE SAMPLE
REQUEST LAB TEST/PAYMENT
EXAMINE / REVIEW PATIENT
HISTORYCHECK-IN
SCHEDULE APPOINTMENT
Oh, what a beautiful morning.
Those kids sure
are a handful!
I wonder what I might have? Is
it serious?
Is this worth a trip to the
doctor?
Which lab
should I go to? Which is best?
Hopefully this is quick and
painless.
All done, now all I can do is hope for
the best.
- PHONE
SCHEDULE APPOINTMENT
-DOCTOR
- PATIENT’S ROOM
EMR
EXAMINE / REVIEW PATIENT
HISTORY
-DOCTOR
- EXAMROOM
MONITER PATIENT
CONDITION
-PHARMACIST
- PHARMACY
- PRESCRIPTION
Adjudicate
PAYER
RECEIVE/FILLPRESCRIPTION
-PHARMACIST
- PHARMACY
-BILL-DRUGS
SCENARIO
THOUGHTS
ALTERNATIVEPATH
TOUCHPOINT
STAGES EMOTIONS
PERSONA
TASK
BACK STAGE PROCESSES
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CUSTOMER NEEDS
HIERARCHY OF
Trustworthy
Easy
Kind
Meaningful
Very Cool Delightful
Relatable
Functional
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BECOME STUDENTS OF THE PROBLEM, INCLUSIVE IN OUR APPROACH.
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Method Spotlight
Humans are complicated. The richness of detail in the story provides both information and inspiration.
ETHNOGRAPHY
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Method Spotlight
Considerations: Hierarchy of Needs, Cognitive Load, Emotional Intensity, Explicit, Implicit, and Unmet Needs, Mental models, Intended Pathways, Intervention Perception
ETHNOGRAPHY
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will tell us where we need to FOCUS, where we are DOING WELL, and where we need to IMPROVE.
EMOTION
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A SPIKE IN EMOTION IS INDICATIVE OF AN UNMET NEED.
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Method Spotlight
TRIADING
Go to my Insurance
Company’s Website
Call My Insurance Company
Ask a Friend or Google
How do you find a doctor? Why?
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Method Spotlight
STAKEHOLDERS Involve Stakeholders: Immerse Employees and Decision Makers in Research. Use Rich Methods like Diary Studies & Secret Shopper.
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Method Spotlight
CALL CENTER Observation & Associate Interviews: What is driving calls? Context? Channel switching? How can they be handled better or avoided all togther?
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Method Spotlight
POST INTERACTION SURVEYS Measure efficacy of pivotal interactions, but don’t forget to measure interactions that couldn’t occur.
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Method Spotlight
ANALYTICS Understanding Customer Behavior: “There is a fundamental different between what people say and what they do.”
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Method Spotlight
DIGITAL MATURITY Can our customer access most needed features while mobile? Do we have the ability to personalize the experience and make anticipatory design a reality?
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STRATEGIC PARTNERS
PEOPLE
FAMILY & FRIENDS
SOCIAL MEDIA COMMENTATERS
WELLNESS SALESPERSON
STATE/FED LEGISLATION
STATE/FED REGULATORS
HR BENEFITS ADMIN
CONTENT CREATOR
INTERNAL SALES DTF/DSPOC
COMPANY CONTACT
UCCIIT
OFFICE ASSISTANT
3RD PARTY VENDOR
OTHER PATIENTS
GOVN’T ADMIN
BLOGGERS RECEPTION BROKER
HYGIENIST
DENTIST STATES VS. OVERSEAS
CONFERENCES
AT WORK
AT HOME
BENEFITSFAIR
MILITARY EVENTS
PROVIDER OFFICE
EXAM ROOM
WAITING ROOM
PARKING LOTS
COMMUNITY OUTREACH
TRAVELING
ONLINE
IN CAR
REMOTE VS. POPULATED AREA
CO-WORKERS
DEPENDENTS REPORTERS
RECOVERY
KIDS BEGIN DENTAL CARE
USE MYDENTAL BENEFITS
UNDERWRITING
ONBOARDING
CHANGE PLAN
CHOOSE DENTAL
TREATMENT
EMERGENCY PROTOCOL
BENEFITS SELECTION
ACCOUNT INSTALLATION
MEMBER REGISTRATION
MAKE AN APPOINTMENT
SUBMIT A CLAIM
INQUIRY
REFERRALMAKE A PAYMENT
HOME CARE & MAINTENANCE
ONLINE REGISTRATION
CAN CREATION
ACTIVE DUTY ACTIVATION
TRAVEL TO DENTIST
COST-ESTIMATOR
AUTHORIZATION APPROVAL
LODINJURY
STRATEGIC PARTNERS
INFO STORE
AUTHORIZATION SUBMISSION
LOD APPROVAL
MILITARY INSTALLATION
GRIEVANCES
SUBMIT AN APPEAL
AUDITS
GO TO DENTIST
FIND A DENTIST MOVING
PLAN/PRODUCTS
OPINIONLAB
NEWSCOVERAGE
COMPUTER
BILLS
COVERED SERVICES TABLET
EMPLOYER WEBSITES
PROVIDER AMENITIES
BENEFITSGRID
MY DENTAL BENEFITS
WEBSITES
MONEYPHONE
LETTERS (WEB APP)
MARKETING MATERIALS
CHOMPER CHUMS
PREDETERMINATION
GOOGLEMAPS
ID CARD
MEMBERAPP
SOCIALMEDIA
MOBILE APPS UCD WEBSITE
ENVIRONMENTS PROCESSES
DENTAL SUPPLY REP
PEOPLE
ORAL SURGEON
OTHER DENTISTS
PHARMACY
LAB
INSURANCE COMPANY
FAMILY
OFFICE MANAGER
HYGIENISTS
SPECIALISTS
RECORD KEEPING
TRAFFIC
PARKINGLOT
ADMINSPACE
OPERATING ROOM
LOCATION
WAITING ROOM
OFFICE ASSISTANT
RECEPTIONIST PATIENTS
SENDING EMAILS
FILINGCLAIMS
SCHEDULINGAPPOINTMENTS
FACILITY MAINTENANCE
GREETING PATIENTS
CREDENTIAL-ING
OBTAINING LICENSING REQ
CLEANING TEETH
BILLING PATIENTS
CONDUCTING PROCEDURES
BEING ON-CALL FOR HOURS
CONDUCTING EXAMS
PHONECALLS
ORDERSUPPLIES MARKETING
FAX
WEBSITE
MY PATIENT BENEFITS EMAIL
PRACTICE MANAGEMENT
SOFTWARE
DENTAL EQUIP-MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
BANKING
PEOPLE
PARTNER ENROLLMENT DEPARTMENT
PARTNER SALES REP
TPAS
OTHER EMPLOYEES
DENTAL ELECTRONIC
SERVICES
IT SUPPORT
OTHER CARRIERS
PARTNER ACCOUNT
INSTALLATION
TRADEEVENTS
PAPER
HEALTH & BENEFITS FAIRS
OPEN ENROLLMENT
BROKER OFFICE
PRIVATE EXCHANGE
MOBILE
PUBLIC EXCHANGE
ACCOUNT INSTALLATION
MEMBERSHIP AND BILLING
PEGA SYSTEM ANALYST
OPEN ENROLLMENT
ENROLLMENT PROCESS
PERFORMANCE GUARENTEE
RESEARCH ON AN EXCHANGE
REVIEW CLAIMS EXP.
BILLING PROCESS
MEMBER COMPLAINTS
BROWSE ON THE WEBSITE
REVIEW OF LAWS
BILLPAYMENT
REVIEW NETWORK
SUFFICIENCY
DETERMINE FUNDING
NEED FOR INSURANCE
ONBOARDING EMPLOYEES
REVIEW OF COMPETITORS
FINALIST PRESENTATION
DETERMINE BENEFIT
BUDGETS
REQUEST A QUOTE
GEMUS
ERROR REPORTING
PREMIUMFILES CERTIFICATIONS
E-DELIVERY (ENROLLMENT)
SHARPOINT (MAINT. FORMS)
POLICY DOCUMENT
AGL (INSTALLA-TION & MAINT.)
DEMO-GRAPHICS CARD
SALES BROCHURES
GPA (POLICY) COBE (INSTALLATION TOOL)
GEO-REPORT
PRIVATE EXCHANGE
ELECTRONIC FORMS
ADMIN KITS GLI E-QUOTE
ACCOUNT MANAGEMENT
PORTAL
E-BILL
INVOICES
ELECTRONIC COMMUNICATION
PAPER ENROLLMENT
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL SUPPLY REP
PEOPLE
ORAL SURGEON
OTHER DENTISTS
PHARMACY
LAB
INSURANCE COMPANY
FAMILY
OFFICE MANAGER
HYGIENISTS
SPECIALISTS
RECORD KEEPING
TRAFFIC
PARKINGLOT
ADMINSPACE
OPERATING ROOM
LOCATION
WAITING ROOM
OFFICE ASSISTANT
RECEPTIONIST PATIENTS
SENDING EMAILS
FILINGCLAIMS
SCHEDULINGAPPOINTMENTS
FACILITY MAINTENANCE
GREETING PATIENTS
CREDENTIAL-ING
OBTAINING LICENSING REQ
CLEANING TEETH
BILLING PATIENTS
CONDUCTING PROCEDURES
BEING ON-CALL FOR HOURS
CONDUCTING EXAMS
PHONECALLS
ORDERSUPPLIES MARKETING
FAX
WEBSITE
MY PATIENT BENEFITS EMAIL
PRACTICE MANAGMENT
SOFTWARE
DENTAL EQUIP-MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
ECOSYSTEMS
MEMBER
PROVIDER
EMPLOYER
BROKER
ECOSYSTEM AUDIT Evaluate each touchpoint against hierarchy of needs.
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WHERE SHOULD WE FOCUS?
OPPORTUNITY PRIORITIZATION 3
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STRENGTHS & WEAKNESSES What are the biggest experiential strengths, weaknesses, opportunities which represent current gaps and unmet needs?
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EXPERIENCE QUALITY & FREQUENCY
Experience Frequency
Expe
rienc
e Qua
lity
Strong: Frequent Experience Contributor
Weak: Frequent Experience Detractor
Weak: Infrequent Experience Detractor
Strong: Infrequent Experience Contributor
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PATTERNS Do the strengths and weaknesses manifest around a certain persona or intention, a particular part of the journey, a specific channel or tool?
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FOCUS DEFINITION What tool, segment of the journey, or personas are our focus? What are criteria for measuring the success of those experiences?
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WHAT EXPERIENCE WILL WE DELIVER?
EXPERIENCE IDEATION & VALIDATION 4
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COLLABORATION
Diversity of participation helps form focus, iteration helps refine that focus.
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CONCEPTUALIZATION Envision the journey and micro-interactions keeping customer intentions and needs in mind.
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VALIDATION Will the design perform as we intended?
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HOW DO WE ENSURE IMPROVEMENT OVER TIME?
EXPERIENCE MONITORING & GUIDANCE 5
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is a byproduct of how we are organized internally to deliver it.
THE EXPERIENCE
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THE MATURATION OF EXPERIENCE DESIGN INSIDE ORGANIZATIONS
Pretty Stick
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EXPERIENCE PRINCIPLES
GUIDING
Trustworthy
Easy
Kind
Meaningful
Very Cool Delightful
Relatable
Functional
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Consider how business decisions will impact the customer through a gut check or more involved surveys and analysis.
How many members will be effected, and how often?
Positive
Neutral
Negative
BUSINESS DECISIONS GUIDING
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THANK YOU.
@ Amy Cueva
@ MadPow - Founder & Chief Experience Officer
@ HxRefactored - Chair of Design Track – April 5-6, 2016
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Creating the Member Journey Vision: Heal the Pain & Build Trust
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CVS
Helping Consumers Navigate their Health
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Getting the Right Message to the Right Person at the Right Time
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Evidence-basedmaternity decision making for PregnantMe
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Improving the Self Service Mail Order Rx Experience
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Helping New Policy Holders Understand Their Coverage
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HotSeat
HOTSEAT tackles sitting disease through behavior change and game design
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What Motivates?CDC Designs forMedication Adherence
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CVS
Helping a Hospital Empower the Newly Diagnosed
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Molding Technology to Match Clinician Workflows