Health Care Customer ArchetypesInnovating For Key Dimensions ofCustomer Need, Want and Aspiration                         ...
Case: St. Johns Health System                                                          Client challenge:                  ...
American Health Care                                                       Complex • Fraught of Challenges • Diverse      ...
Mental Model Disconnect                  Health Care System                                            Health Care User   ...
Meet "Opal"                                                  St. Johns Senior Archetype     © HumanCentered 2005, All Righ...
Data Points, Touchpoints, and Moments of Truth . . .                                                               Senior ...
Appointment timing (in general)                      Avocations, past careers, lost careers                      Being fina...
“I’m here a lot, don’t treat me like a new patient”                      Caring for peers and those older than oneself    ...
Bathrooms (non-unisex, oversized)                      Café, restaurant, cafeteria                      Can’t easily see i...
Ambient room temperature                      Anxiety regarding health                      Fasting before appointment    ...
Meet "Cleo"                                                  St. Johns Pediatric Persona     © HumanCentered 2005, All Rig...
© HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
© HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
© HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
© HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
Meet "Eve"St. Johns 25-40 Womens Archetype
Innovating across multiple mutually reinforcing areas
Design Applications From St. Johns The Research & Discovery                                            1. "Hard Innovation...
"Test everything against the filters"     © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
© HumanCentered 2004, All Rights Reserved
Health Care Customer ArchetypesInnovating For Key Dimensions ofCustomer Need, Want and Aspiration                         ...
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration
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Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration

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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

Published in: Health & Medicine
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Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration

  1. 1. Health Care Customer ArchetypesInnovating For Key Dimensions ofCustomer Need, Want and Aspiration Michael Eckersley, MFA, PhD Customer Needs Discovery & Innovation Congress, Chicago, 13 June, 2007 © HumanCentered 2007, All Rights Reserved
  2. 2. Case: St. Johns 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. 3. American Health Care Complex • Fraught of Challenges • Diverse Broad in Scope • Good Committed People • Long Attention Span • It Matters Case: St. Johns Health System HC System Lines of Communication Employers Physicians Employees (Insured Lives)© HumanCentered 2004, All Rights Reserved
  4. 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 FinancialPerformance Community Economic Symptoms Relations Pressures Industry Insurance Trends Staff Coverage, Management Costs © HumanCentered 2006, All Rights Reserved
  5. 5. Meet "Opal" St. Johns Senior Archetype © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
  6. 6. Data Points, Touchpoints, and Moments of Truth . . . Senior Archetype Continuum frail robust Persistent Archetype Characters
  7. 7. 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 boredSenior 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?
  8. 8. “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 contactSenior 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?
  9. 9. 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 doorSenior Touch Points Outdoors and wildlife Plants, flowers, atriums, planters looks niceEnvironmental 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)?
  10. 10. Ambient room temperature Anxiety regarding health Fasting before appointment Fresh fruit Internet research Juices to drinkSenior 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
  11. 11. Meet "Cleo" St. Johns Pediatric Persona © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
  12. 12. © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
  13. 13. © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
  14. 14. © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
  15. 15. © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
  16. 16. Meet "Eve"St. Johns 25-40 Womens Archetype
  17. 17. Innovating across multiple mutually reinforcing areas
  18. 18. Design Applications From St. Johns 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. Johns 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
  19. 19. "Test everything against the filters" © HumanCentered 2005, All Rights Reserved© HumanCentered 2004, All Rights Reserved
  20. 20. © HumanCentered 2004, All Rights Reserved
  21. 21. Health Care Customer ArchetypesInnovating For Key Dimensions ofCustomer Need, Want and Aspiration Michael Eckersley, MFA, PhD Customer Needs Discovery & Innovation Congress, Chicago, 13 June, 2007 © HumanCentered 2007, All Rights Reserved

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