How do we engage with patients using their therapy data?
Identify opportunity areas for consumer engagement in the realm of data and health through co-creative workshops and both qualitative and quantitative user research.
PROBLEM
As a reaction to the healthcare market changing, a business group at the company is exploring ways of engaging with patients as direct consumers. Since we have devices that collects data, how can we leverage this to engage with our patients directly? What value can we bring to patients with the data our devices are collecting?
OUTCOME
Identified opportunity areas, recommended focus to explore, and identified values to be measured as a way to test the level of user engagement.
METHODS
Co-creative workshops
Quantitative user research: 1 on 1 interviews & online forum
Qualitative research: online surveys
MY ROLE
Design Lead, working closely with People Researcher to:
Plan and conduct qualitative and quantitative user research
Plan and facilitate co-creative workshops
Collaborate with marketing and engineering
Present recommendations to business
Qualitative user research
We worked with an internal consultancy group to conduct online user research. We had a pool of 12 patients in an online forum. We kicked it off with 1-on-1 interviews via online video calls and over the course of a week we used the online platform to ask questions and allow for group discussion.
From this research, we identified three main buckets of why users need data and captured their attitudes towards health and data into three persona clusters.
Co-create workshop
We planned and facilitated a multi-day co-creation workshop with our business colleagues to identify opportunity areas and create concepts around those areas. We baked in a user-feedback session in the middle of the workshop to quickly confront our assumptions.
Framework & opportunity areas
The output of the workshop was a framework that captured three things:
How users are looking at sleep therapy: This defines the type of data/information we can use to engage with users
Why users are looking at data: This defines the goals we can help users achieve with data
Six opportunity areas across this landscape
Post workshop, the team selected one area to move forward with, based on the size of opportunity for business based on the level of interest from users, and overall how much we can learn from an experiment based on this topic.
Designing concepts for that opportunity area
We conducted a second workshop where we refined the opportunity area's scope by selecting a health domain. We then identified specific needs that needed to be met and refined the values we needed to provide to make it desirable by the user by using a tension plot. We designed concepts based on these values as tangible digital app concepts we could test in the next phase.
Confronting with users led to a re-focus
With those concepts, we conducted 1-1 interviews and ran an online survey. What we learned was that the opportunity area (let's call it Z) we were tackling was interesting, but there was a bigger user need that we thought was being met, but in fact wasn't. So we re-prioritized opportunity X before tackling opportunity Z. We leveraged the learnings from the research to inform the starting point for the long-term experimentations that the team conducted later on.
