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Journey mapping for a health app

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This presentation discusses why customer journey mapping is useful through a case study where they were used to inform the design of a mobile health app. It includes examples of various maps used for health and the design of other services.

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Journey mapping for a health app

  1. 1. JOURNEY MAPPING (CONNECT) Designing a Mobile eHealth Tool for over 50s at Risk of Cardio-Vascular Disease. Jacqueline (Jax) Wechsler http://stickydesignstudio.com.au http://cocreatingchange.com
  2. 2. Talk Outline 1. Connect Project Overview" " 2. What is Journey Mapping?" " 3. Using Journey Maps on the Connect Project " " 4. Why (I think) Journey Maps are cool......."
  3. 3. Project Background Sticky Design Studio was commissioned to deliver some wire-frames for a mobile application aimed at creating health related behavior for cardio-vascular disease patients. " " Target Users : Patients over 50 with low technical literacy. A user-centred design process was followed involving design research with patients, internal workshops with George Institute health researchers, prototype development and user validation of prototypes." Persona Workshop Desk Research Project activities. Design Strategy Workshop Design Research Design & Test (users) Specify & Deliver
  4. 4. Journey Maps are...... Visualisations that show a person’s interaction with a product or service over time using multiple touch-points (e.g. web, mobile, in-store etc.)
  5. 5. Journey Maps remind us that..... Products or services are located in the context of a person’s life.
  6. 6. Journey Maps remind us that...... and products / service interactions are a part of a broader continuum of activities that occur over time.... helping us design for temporal human experience......
  7. 7. Journey Mapping
  8. 8. Journey Mapping
  9. 9. Journey Mapping
  10. 10. Journey Mapping The Patient Journey through the QLD healthcare system! From http://www.health.qld.gov.au/ehealth/journey.asp
  11. 11. Journey Mapping Mapping A Path to Better Healthcare! From http://www.good.is/posts/mapping-a-path-to-better-health-care
  12. 12. http://media.dmnews.com/images/2013/04/10/customer_journey_map_364001.png
  13. 13. Journey Mapping http://momentumdesignlab.com/wp-content/uploads/2012/10/customerjourney.jpg
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  36. 36. http://www.servicedesigntools.org/sites/default/files/ res_images/CJM.png http://sva.isotope221.com/mta-map-paper.html
  37. 37. Journey Maps provide flexible frameworks for us to.....
  38. 38. Think with cognitive maps
  39. 39. Talk with
  40. 40. Talk with CURRENT USER JOURNEY (EPISODE) Pre-CVD Episode Admission Treatment Info gathering Discharge Home Rehab Continued Care Lifestyle management My wish for the LIFESTYLE CHANGE REHAB NO CHANGE IN LIFESTYLE NO REHAB O SMOKING O TIREDNESS O HIGH CHOLESTEROL O OVERWEIGHT O CHEST PAINS O SHORTNESS OF BREATH WARNING SIGNS GP Specialist Pharmacist Family Friend Support MEDICATION ADVICE LITERATURE I was in denial of my CV problems. In hindsight I could see myself as high risk. I was still in denial – I drove myself to hospital; I took a cab. It was like being in the movies with lots of people around me – I was the patient in the scene. I knew I was VDIH,ZDVQ·W worried as I we being taken care of. I was given enough information and FRQÀGHQFHLQ my treatment, but I went and did more research at home. I was left on my own to take care of myself upon discharge from hospital. I was rested but I was bored just watching TV and teleshopping. ,GLGQ·WERWKHUZLWK rehab. It was hard to get to and I had to wait. I preferred to do my own thing, so I took up ZDONLQJ,GLGQ·WERWKHU going to rehab and no one called me so I thought it was OK. My GP takes care of the medical side. I have to take care of my lifestyle EXWLW·VKDUGWRGR)DPLO and friends moral support is very important to help me change and for my well being. I lack discipline with my lifestyle diet and exercise. I like food WRRPXFKDQG,GRQ·W have time for exercise. I changed my eating habits and stopped smoking because the episode was scary DQG,GRQ·WZDQWWR experience it again. future of my health To be healthy in my old age To be treated faster To have a healthier heart To be able to achieve my goals without pain or worry To have any health problems be addressed promptly To overcome the need for medication OPPORTUNITIES INSIGHT JOURNEY PHASES
  41. 41. Research with interviews/workshops
  42. 42. co-creating maps Research with
  43. 43. Save Me Getting started Get me up and running, Give me what I need to get going Vodafone Business (SME 10-100 Internal Channels) Customer Experience Journey (existing experience) I learn about offerings Recognise my loyalty Review my situation Customer phases of interaction Post Online Call Center (PSM)/ Admin VHA Lead Gen Media Word of mouth I received an offer (DM) I looked on-line I called the Vodafone 1300 number I received a call I saw some above the line promotions I was invited to a Vodafone event I meet an Account Manager Sources of highlighted irritants include: • Churn (Project Lost) • TIO • Mapping Workshops • Reason for Call • ACCAN Feedback • Complaints and feedback from PSM, Account Managers etc. • Adhoc customer feedback from Acquistion Keep and Renew Me Initial Engagement Our conversation begins I do my due diligence Is this solution right for me and my business? Billing payments How do I get my bill and how do I pay Show me you care Recognise me for being a valuable customer I am contacted or made aware I research/confirm solution meets my needs Receive delivery Activate Monitor usage Receive bill Pay my bill Resign or leave Marketing communications lifecycle Customer activities or events Stay or go Do I stay or do I go Managing my account (Convenience and Flexibility) Receive bill I was misled on your online capabilities (billing, self service, ordering hardware) I just want to be able to manage everything on line. Why is my account management structure and my key points of contact always changing? Why don’t you have business representatives in your stores? Network (Transparency) Improve coverage and keep me informed of what's going on. My coverage expectations were not met, just be honest. Getting set up (Make it easy) Set me up the first time with what I need to run my business. I don’t want to call the contact centre about roaming/barring/email set up etc. I have no service, my number has ported and I haven’t received the sim. I’m in porting limbo and have no service, you say call Optus and Optus say to call Vodafone. Products and Hardware (Make it simple and competitive) Why do I feel I know more about telco products than you do. Why do I have to call you to get my service credits applied? Billing (Make it easy) Pay at Post Office Receive offers on-line My first bill doesn’t make sense. Give me one bill for all my services that I can understand. Educate me and manage my expectations. Make it easy for me to see the expenditure and usage breakdown. Lead Generation (Know your customers) Why am I contacted by multiple telemarketing channels all representing Vodafone (even as an existing customer)? Account / Service Management (Be proactive) Give me a single point of contact who knows my business and my situation Build a two way relationship with me, own my issue and get back to me! Provide me with relevant updates that will save me money or add value to my business. Manage my expectations when you know my business will be impacted. Grow with me, be consistent and show me the love me for the life of the relationship. Keep me and my team connected Let me know when I can upgrade my fleet 1 5 6 7 8 Key opportunities/ customer experience focus areas 2 3 VF Business SME Customer Service Map 201010-01-v2 My Workplace I visited a store In Store I was referred by a colleague / friend I filled out a please contact me form Business Sales call center answered I provided personal information I gave my details to the in-store staff I was advised a sales rep would call A sales rep called me to make an appointment Sales Acquisition VHA Account Manager “Are you still keen to proceed?” Appointment is made I receive a follow-up Sales rep comes to my work place We discuss my pain-points ($) Rep qualifies my position / needs Get advice from business colleagues I receive a follow-up email Follow up call I do online research (VF, competitors, whirlpool etc.) Compare options to my current offer Negotiation I am keen to sign up I sign the contract ID check conducted Credit check I receive my hardware, handsets / SIMs Welcome letter received Handsets distributed to team My hardware fund is set-up (I receive my pins/password) I order my handsets Call 1300 # if no. not ported I meet my Account Manager Call sales representative if no. not ported Monitor my usage via call center Receive PDF bill Escalate to acct manager if allocated Pay by cheque Pay via Direct Debit Ring Business Care/ your PSM 135 888 if issue Review/adjust my usage Referred back to Business care Acct mgr sales rep visit customer: (billing) Christmas gift / launch gifts from account manager Quarterly visits by acct manager (account check-up) Receive renewal offer from acct mgr (via sales force) I call the call center Call center refers call to acct manager/ PSM I speak to my account manager I call acct manager in pain I am incentivised to stay My issue is resolved manager visits to present offer I review competitor options I am called by competitor Account I discuss competitor options with my business contacts Sign-up Follow-up visit / call from Account Manager Do nothing (stay on same plan) I go to a competitor Is this a compelling deal? Check fails - separate process I want to know more [ business name, current provider, contact details, size and state ] [ quote/proposal, coverage check, bill analysis ] Account Manager introduces me to PSM Invited to events, industry forums (email/call) I played with some handsets Advised a sales rep would be in touch Ask about bill in store Place an order Welcomed to phone/service My AirTime account is set-up Agree on transfer / activation date plan Porting occurs Phone activates Email account and data is set-up I get new acct mgr or PSM Get Setup Sales rep orders my handsets Use, optimise maximise Help me make the most of my service Acct manager (handover) or PSM changes Acct manager works through problem Advised a sales rep would be in touch Catch Me ATL/BTL/ Social Media Receive initial offering [ only for 50-100 numbers ] I research handsets [ only for 50-100 numbers ] Negotiate Make a decision [ only for 10-50 numbers ] Welcome Me Teach and Grow Me Endear Me Get Help (activation) Call PSM for help Call Sales Acquisition Manager for help Call Account Manager for help Acct Mgr Sales Aqu rep visit (provisioning,hands ets etc.) Receive products offer Get Help (billing) A solution is proposed Lorum ipsim Communication from acct mgr about my activity (via Sales Force) Get Help (general) I am referred or contacted Lorem ipsum dolor sit amet, consectetur adipisicing Buy Making a purchase Sales Acquisition Acct Mgr visit my workplace Pay over the phone 135 888 Monitor my usage via call center Rep explains VF offering and how VF can help me Network (Transparency) Improve coverage and keep me informed of what's going on. My coverage expectations were not met, just be honest. 4 Collaborate with
  44. 44. CURRENT USER JOURNEY (EPISODE) Pre-CVD Episode Admission Treatment Info gathering Discharge Home Rehab Continued Care Lifestyle management My wish for the LIFESTYLE CHANGE REHAB NO CHANGE IN LIFESTYLE NO REHAB O SMOKING O TIREDNESS O HIGH CHOLESTEROL O OVERWEIGHT O CHEST PAINS O SHORTNESS OF BREATH WARNING SIGNS GP Specialist Pharmacist Family Friend Support MEDICATION ADVICE LITERATURE I was in denial of my CV problems. In hindsight I could see myself as high risk. I was still in denial – I drove myself to hospital; I took a cab. It was like being in the movies with lots of people around me – I was the patient in the scene. I knew I was VDIH,ZDVQ·W worried as I we being taken care of. I was given enough information and FRQÀGHQFHLQ my treatment, but I went and did more research at home. I was left on my own to take care of myself upon discharge from hospital. I was rested but I was bored just watching TV and teleshopping. ,GLGQ·WERWKHUZLWK rehab. It was hard to get to and I had to wait. I preferred to do my own thing, so I took up ZDONLQJ,GLGQ·WERWKHU going to rehab and no one called me so I thought it was OK. My GP takes care of the medical side. I have to take care of my lifestyle EXWLW·VKDUGWRGR)DPLO and friends moral support is very important to help me change and for my well being. I lack discipline with my lifestyle diet and exercise. I like food WRRPXFKDQG,GRQ·W have time for exercise. I changed my eating habits and stopped smoking because the episode was scary DQG,GRQ·WZDQWWR experience it again. future of my health To be healthy in my old age To be treated faster To have a healthier heart To be able to achieve my goals without pain or worry To have any health problems be addressed promptly To overcome the need for medication OPPORTUNITIES INSIGHT JOURNEY PHASES Design with Sharing research insights identifying opportunities
  45. 45. awareness education empowerment behaviour Connect : Design Framework change!! Design with
  46. 46. Design with co-designing future scenarios
  47. 47. Journey Maps provide frameworks to think with to talk with to collaborate with to research with to design with.
  48. 48. Help designers and organisations to.... + think about product/services holistically + help clients and designers to think from a customer-centered perspective + simultaneously consider multi-touchpoint interactions their relationships + helps everyone design more appropriate products and services
  49. 49. Journey maps are cool tools!
  50. 50. THANKS! Jacqueline (Jax) Wechsler jax@stickydesignstudio.com.au http://cocreatingchange.com Twitter: @jacwex Skype: jacwex LinkedIn: http://www.linkedin.com/in/jacquelinewechsler

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