HEALTHCARE
Getting in touch with the real patient journey to improve market acquisition
Client: Large Hospital System focused on cancer treatment services
Role and Contributions: Design research, user experience design, visual web design
Duration: 12 weeks
Objectives: Though people who visit the hospital campus were blown away by the atmosphere, the smiles, and the sense of community, we wanted to ensure this experience is demonstrated across the end-to-end patient journey, including upfront digital channels and their pathway to becoming patients.
Deep qualitative research including in-home ethnographic interviews, campus shadowing
Create design principles and a design system for the hospital website
Develop concepts based on qualitative and quantitative research while tailoring to segmentation data and sizing opportunities
PROCESS HIGHLIGHTS
Conducted a series of ethnographic interviews in the homes and hospital campuses of cancer patients across 3 states to understand first hand their values and needs when seeking care during life altering moments.
Created a gallery walk of behavioral driven personas and cross-cutting themes
Established a set of design principles to guide concept development and design system
Prioritized concepts by feasibility, consumer value, and business impact
RESULT