Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration

Michael Eckersley, MFA, PhD

Customer Needs Discovery & Innovation Congress, Chicago, 13 June, 2007

Health Care Customer ArchetypesInnovating For Key Dimensions of Customer Need, Want and Aspiration

© HumanCentered 2007, All Rights Reserved

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Client challenge:

"Design an innovative, state-of-the-art Primary Care 'super clinic’ embodying extraordinary qualities of customer

experience."

"Create noisy Innovation”

Case: St. John's Health System

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HCSystem

Employers

Employees(InsuredLives)

Physicians

Lines of Communication

American Health Care Complex • Fraught of Challenges • Diverse

Broad in Scope • Good Committed People • Long Attention Span • It Matters

Case: St. John's Health System

© HumanCentered 2006, All Rights Reserved

Mental Model Disconnect

Knowledge& It’s Lack

EconomicPressures

Symptoms

InsuranceCoverage,

Costs

Physical,Mental Health

Family&Household Concerns

Anxiety,Confusion

Clinical & Non-Clinical

Staff

Physician

Health Care UserHealth Care System

Govt.Relations &Regulation Physical

PlantFinancial

Performance

Competition

ServiceLines

StaffManagement

HealthPlans

InsuredLives

MarketTrends

IndustryTrends

CommunityRelations

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Meet "Opal"St. John's Senior Archetype

Data Points, Touchpoints, and Moments of Truth . . .

Senior Archetype Continuum

frail robustPersistent Archetype Characters

Individual

Appointment timing (in general)Avocations, past careers, lost careersBeing financially sensitive (fixed income or not)Cassette tape recordersDoctor or staff “going too quickly”Doctors who are willing to say “I don’t know”Finding desirable moviesFinding new meanings in life, since retirementForgetting “till later”Getting lostKeeping busy vs. Getting boredList-making for the doctor appointmentPaperwork and formsPreparing for the doctor visitPridePrivate transportation optionsPublic bathroom privacy (going slow)Puzzles and other brain teasersRecliners or very comfortable furniture for longer waitsReminders or forgetting altogetherSmith-Glynn bills, billing problems, difficulty reading billsWaiting or leaving (with delays) What was it I wanted to ask the doc?

Senior Touch Points

“I’m here a lot, don’t treat me like a new patient”Caring for peers and those older than oneselfClub house and socializingDoctor as “savior” vs. Doctor as peer vs. Doctor as consultantDoctors who listen, take the necessary time, answer questionsE-mailing othersExtended family relationsFavorite clinic staffGrandchild care or sittingHuman-to-human contactI see lots of older people here, but i don’t know any of themIs the doc being straight with me?Listening to “our songs”Loneliness vs. CompanionshipNobody here really knows meOpen posture (doctor and staff)Peer groupPets (and aging)Seeing and/or visiting with children at Smith-GlynnStaff and physicians relationsWeekly phone calls with family and friendsWhat can my companion do at Smith-Glynn?

Interpersonal

Senior Touch Points

Environmental

Senior Touch Points

Bathrooms (non-unisex, oversized)Café, restaurant, cafeteriaCan’t easily see if my ride has arrived from inside Smith-GlynnEasy in-out regular parking spotsFloor texture/material transitionsGetting lost in Smith-Glynn Good campus maps and individual facility mapsHandicapped parking spotsNational Avenue “scares me”No cozy space here to sitNot enough seating outside front doorOutdoors and wildlifePlants, flowers, atriums, planters looks nicePost-officeSafe sidewalks to Smith-GlynnSmith-Glynn as second homeSmith-Glynn entry and exit The city bus isn’t an option for meThe city bus route map is confusingSmith-Glynn bus stop feels dangerousSmith-Glynn doesn’t even appear on city bus mapUnattractive institutional furnitureWheelchairs and walkers at curbsideWhere do I put my stuff (coat, materials)?

Health

Senior Touch Points

Ambient room temperatureAnxiety regarding healthFasting before appointmentFresh fruitInternet researchJuices to drinkListening to music or TV in the background to relaxMedication side effectsNot ever feeling 100%Soy milkNeed three meals a dayToastYogurt

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Meet "Cleo"St. John's Pediatric Persona

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Meet "Eve"St. John's 25-40 Women's Archetype

Innovating across multiple mutually reinforcing areas

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Case: St. John's Health System

Design Applications From St. John's The Research & Discovery

1. "Hard Innovations" Physical Site & Facilities (41 design factors)

2. "Soft innovations” are those extraordinary guest services and resources, unique community features, and deft operating processes that make a meaningful difference in the experience of people within the “hard” walls of the clinic environment.

a. “Useful Media & Materials” (reviewing SJHS health plan and billing materials, print and web marketing communications to recommend specific enhancements) (13 design factors)

b. “Customer/Guest Touch” (reviewing SJHS system behaviors for clinic scheduling, check-in, queuing, hand-off, billing, and customer feedback to recommend specific enhancements) (10 design factors)

c. “Healthful Culture” (reviewing SJHS library, education, and community relations functions to recom- mend specific enhancements) (8 design factors)

"Test everything against the filters"

© HumanCentered 2004, All Rights Reserved© HumanCentered 2005, All Rights Reserved

© HumanCentered 2004, All Rights Reserved

Michael Eckersley, MFA, PhD

Customer Needs Discovery & Innovation Congress, Chicago, 13 June, 2007

Health Care Customer ArchetypesInnovating For Key Dimensions of Customer Need, Want and Aspiration

© HumanCentered 2007, All Rights Reserved