Opportunity: Healthcare has been able to rely on business to business sales for decades. With the changes in healthcare, and the general changes in expectations for a good experience by the majority of consumers, health care companies are seeking tools to highlight the voice of the customer. Employees who work on health care 40+ hours per week may not realize the challenges of managing one's health care. The personas were created to give a face and a voice to member archetypes.
Process: Over the course of 18 months, a small team reviewed both a large set of internal personas and an even larger set of primary research. From this work, the insights were boiled down to 5 personas representing members from Millenials to Baby Boomers. Once the personas were honed, creative staff put together easy to read posters with basic information and cardboard cut outs were designed to represent these members. A conference room was turned into a "persona room" where 5 exhibits were created representing the basic traits of each based on a room in their home. This allowed employees to further walk in the shoes of these individuals and understand the nuances of their lives in total, not just their healthcare experience, but who they are as a whole. Based on employee feedback, we knew we couldn't stop at just creating eye-catching collateral, but needed to lead workshops to engage employees and help them understand when, where, why and how to bring the personas into their design process. Outcomes: Not surprisingly, digital, product and marketing teams were quickest to bring these personas into their work. They used personas in journey mapping exercises, user stories and to inform marketing materials. Every team (over 200 employees) who went through the workshop stated it gave them increased empathy and a way to better understand our consumers. |
