Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
- 1. 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 © HumanCentered 2007, All Rights Reserved
- 2. Case: St. John's Health System Client challenge: "Design an innovative, state-of-the-art Primary Care 'super clinic’ embodying extraordinary qualities of customer experience." "Create noisy Innovation” © HumanCentered 2004, All Rights Reserved
- 3. 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 HC System Lines of Communication Employers Physicians Employees (Insured Lives) © HumanCentered 2004, All Rights Reserved
- 4. Mental Model Disconnect Health Care System Health Care User Market Service Anxiety, Trends Lines Knowledge Confusion Insured & It’s Lack Family& Health Plans Lives Household Concerns Competition Physician Govt. Relations & Regulation Clinical & Physical, Physical Non-Clinical Plant Mental Health Staff Financial Performance Community Economic Symptoms Relations Pressures Industry Insurance Trends Staff Coverage, Management Costs © HumanCentered 2006, All Rights Reserved
- 5. Meet "Opal" St. John's Senior Archetype © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 8. Data Points, Touchpoints, and Moments of Truth . . . Senior Archetype Continuum frail robust Persistent Archetype Characters
- 19. Appointment timing (in general) Avocations, past careers, lost careers Being financially sensitive (fixed income or not) Cassette tape recorders Doctor or staff “going too quickly” Doctors who are willing to say “I don’t know” Finding desirable movies Finding new meanings in life, since retirement Forgetting “till later” Getting lost Keeping busy vs. Getting bored Senior Touch Points List-making for the doctor appointment Paperwork and forms Individual Preparing for the doctor visit Pride Private transportation options Public bathroom privacy (going slow) Puzzles and other brain teasers Recliners or very comfortable furniture for longer waits Reminders or forgetting altogether Smith-Glynn bills, billing problems, difficulty reading bills Waiting or leaving (with delays) What was it I wanted to ask the doc?
- 20. “I’m here a lot, don’t treat me like a new patient” Caring for peers and those older than oneself Club house and socializing Doctor as “savior” vs. Doctor as peer vs. Doctor as consultant Doctors who listen, take the necessary time, answer questions E-mailing others Extended family relations Favorite clinic staff Grandchild care or sitting Human-to-human contact Senior Touch Points I see lots of older people here, but i don’t know any of them Is the doc being straight with me? Interpersonal Listening to “our songs” Loneliness vs. Companionship Nobody here really knows me Open posture (doctor and staff) Peer group Pets (and aging) Seeing and/or visiting with children at Smith-Glynn Staff and physicians relations Weekly phone calls with family and friends What can my companion do at Smith-Glynn?
- 21. Bathrooms (non-unisex, oversized) Café, restaurant, cafeteria Can’t easily see if my ride has arrived from inside Smith-Glynn Easy in-out regular parking spots Floor texture/material transitions Getting lost in Smith-Glynn Good campus maps and individual facility maps Handicapped parking spots National Avenue “scares me” No cozy space here to sit Not enough seating outside front door Senior Touch Points Outdoors and wildlife Plants, flowers, atriums, planters looks nice Environmental Post-office Safe sidewalks to Smith-Glynn Smith-Glynn as second home Smith-Glynn entry and exit The city bus isn’t an option for me The city bus route map is confusing Smith-Glynn bus stop feels dangerous Smith-Glynn doesn’t even appear on city bus map Unattractive institutional furniture Wheelchairs and walkers at curbside Where do I put my stuff (coat, materials)?
- 22. Ambient room temperature Anxiety regarding health Fasting before appointment Fresh fruit Internet research Juices to drink Senior Touch Points Listening to music or TV in the background to relax Medication side effects Health Not ever feeling 100% Soy milk Need three meals a day Toast Yogurt
- 25. Meet "Cleo" St. John's Pediatric Persona © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 26. © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 27. © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 28. © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 29. © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 43. Meet "Eve" St. John's 25-40 Women's Archetype
- 50. Innovating across multiple mutually reinforcing areas
- 51. 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 Case: St. John's Health System 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) © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 52. "Test everything against the filters" © HumanCentered 2005, All Rights Reserved © HumanCentered 2004, All Rights Reserved
- 53. © HumanCentered 2004, All Rights Reserved
- 54. 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 © HumanCentered 2007, All Rights Reserved