Design Strategy in Healthcare

Overview

Our client, a leading accreditor in healthcare compliance, faced diminishing returns from its decade-old technology. Tasked with regenerate their digital strategy, our team went on a 24-week journey to transform their service delivery, enhance customer satisfaction, and drive growth.

An opportunty existed to modernize a digital-first initiative that hadn't seen significant investment in 10 years. With customer satisfaction falling off and operational costs climbing, our client's leadership knew change was imperative to maintain their industry impact and market share.

Objectives

Streamline Accreditation: Redesign the data platform for efficiency and clarity in the customer journey.
Data Utilization: Develop a strategy to minimize unused data and capitalize on analytics for enhanced decision-making.
Tech Stack Innovation: Integrate new tech to reduce operational costs and upgrade the customer experience.

Methods

A robust research phase kicked off the project, focusing on industry standards, subject matter experts, and current system evaluations. We used a variety of methods including:

Qualitative Research: To understand industry benchmarks and customer expectations.
Quantitative Analysis: Using the System Usability Scale to measure the current platform's performance.
Customer Experience Mapping: To identify pain points and streamline user flow.
Prototyping: For iterative design and testing of potential solutions.

Solutions

Data Platform Redesign

We rearchitechted the data collection framework, enhancing data interconnectivity and efficiency. By addressing cross-data dependencies, we optimized the accreditation process, improving both the customer journey and organizational operations.

Strategic Data Management

Our new data strategy targeted the reduction of "dark data" — unutilized information that could drive growth. Leveraging predictive analytics, we crafted a decision-making process that capitalized on untapped customer insights.

Technological Advancements

Implementing modern technologies, we automated routine tasks, integrated advanced analytics, and introduced mobile-friendly solutions to reduce costs and elevate the customer experience.

Outcome

The redesigned platform led to a reduction in operational expenses and a surge in customer satisfaction scores. Additionally, data-centric decision-making positioned Healthcare Client to tap into new market segments with confidence. The new data management strategy empowered teams to develop new strategies for creating data marketplaces.

Within the first week of the project, we interviewed over 24 subject matter experts and business stakeholders. Additionally we triangulated our insights through existing voice-of-customer (VOC) research and industry research. Through a collaborative affinity mapping, we were able to identify the key opportunities for this project.

We leveraged expert walkthroughs and existing VOC research to map the multiple customer journeys. A limitation of this project was the lack of direct research with service operators, resulting in a narrow potential for service design.

Following the strategy phase, we developed a hypothesis tree to help uncover the root cause of many existing issues. Through prioritization, we planned 16 weeks of design and research to best evaluate these hypotheses.

Over 16 weeks, we operated under 6 design sprints. Each sprint was dedicated to resolving 1–2 hypotheses. Using mixed methods, we evaluated the most impactful hypotheses upfront while the design team began initial concept creation. By the end of the project, we designed over 300 new screens, delivered design principles, and proposed a future backlog for features that required further UX and technical research.

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