Kevin Riley presented on creating intentional customer experiences through user-centered design. Health insurance plans currently rank low on customer satisfaction due to overly complex products. With the Affordable Care Act, millions of new customers will enter the system unfamiliar with health insurance. Riley advocates understanding customers' needs and designing the experience around solving their "jobs to be done." Companies should prioritize target customer segments and clarify their value proposition to meet customer needs. The customer experience should be designed from the minimum viable product to the desired experience through iterative tests and improvements.

1. Creating an Intentional Customer Experience
through User-Centered Design
a presentation by Kevin Riley July 16, 2013
This content is proprietary and confidential and all rights
are reserved.

2. © 2011. Jeanne Bliss All rights reserved.
Why we are here?
Understanding User-Centered Design
Health insurance plans are rated at the bottom of the Forrester
Customer Experience Index. Consumers believe insurance
products are overly complex and unnecessarily so. Those that
do have insurance do not understand it. And those that think
they understand health insurance do not use it very well.
With the additional complexity of the Affordable Care
Act, millions of customers that have never used health insurance
products before will be coming into the “system” with little or no
idea of how to purchase product(s) aligned to their needs.
This presentation is a practical guide to understanding and
championing design thinking within your own organization.

3. © 2011. Jeanne Bliss All rights reserved.
Who am I?
Principal at Kevin Riley & Associates | Health Model Innovation
• former chief innovation officer of Florida Blue
• founder and former president/CEO of GuideWell
• founder of modelH.org
• entrepreneur, health care executive, business model innovator, and
pursuer of experiences that drive behavior, and ultimately action
Kevin started Kevin Riley & Associates | Health Model Innovation (modelH) in
2006 to help companies with the convergence of health care and the consumer.
He founded and was CEO of a national health care retail company, played
leadership roles for several national retail health start-ups, and served as the
first Chief Innovation Officer of a major insurance plan. Kevin holds a Masters
of Business in entrepreneurship and marketing from Rice University.
follow me on @kevineriley, linkedin, slideshare

4. © 2011. Jeanne Bliss All rights reserved.
What is Health Model Innovation (modelH)?
modelH is about producing
value though profitable and
sustainable business
models made by creating
and/or realigning the activity
systems that improve
patient experience, boost
provider performance, and
enable payer cost control.
Source: modelH by Kevin Riley & Associates

5. © 2011. Jeanne Bliss All rights reserved.
The healthcare business model canvas (modelH)

6. © 2011. Jeanne Bliss All rights reserved.
Our focus today – the customer experience

7. © 2011. Jeanne Bliss All rights reserved.
A quick word on retail vs. consumerism
Retail is a business model that creates
direct-to-consumer channels to sell
health related products and services.
Consumerism is a focus on the needs
and wants of a specific consumer set
and their purchase decision behaviors.
Adapted from Kevin Riley & Associates. All Rights Reserved.

8. © 2011. Jeanne Bliss All rights reserved.
Belief #1
You sell products, Consumers want solutions
Products
Features
Benefits
Price
Solutions
Customer Segments
Jobs-to-be-done
Experiences
Source: modelH by Kevin Riley & Associates

9. © 2011. Jeanne Bliss All rights reserved.
Belief #2
You are a retailer now – and retail has rules
big-EST
cheap-ESTcool-EST
easy-EST
quick-EST
Source: Winning At Retail: Developing a Sustained Model for Retail Success by Neil Z. Stern and Willard N. Ander

10. © 2011. Jeanne Bliss All rights reserved.
Belief #3
All of this exists in an ecosystem
Source: modelH by Kevin Riley & Associates

11. © 2011. Jeanne Bliss All rights reserved.
Belief #4
Your customers attitudes (may) stay the same, but
their needs and behaviors do not
Source: modelH by Kevin Riley & Associates

12. © 2011. Jeanne Bliss All rights reserved.
How does it all fit together?
Need
Known
Unknown
+State
Wellness
Episodic
Acute
Chronic
Position
big-EST
cheap-EST
cool-EST
easy-EST
quick-EST
+ +Behavior
Needs
Attitudes
Beliefs
Customer Job-to-be-done Relationship Channel
Experience
Value
Proposition
Source: modelH by Kevin Riley & Associates

13. © 2011. Jeanne Bliss All rights reserved.
So how do you get there?
Source: modelH by Kevin Riley & Associates

14. © 2011. Jeanne Bliss All rights reserved.
(a) Claim your customer
Source: modelH by Kevin Riley & Associates

15. © 2011. Jeanne Bliss All rights reserved.
(a) Claim your customer: Prioritize Targets
Group
Small
Medium
Large
Consumer (Today)
Under 65
Over 65
Medicaid
Exchange
Consumer (Tomorrow)
Persona 1
Persona 2
Persona 3
Persona 4
Source: modelH by Kevin Riley & Associates
For who are you willing to prioritize value
creation – against the cost of others getting less?

16. © 2011. Jeanne Bliss All rights reserved.
(b) Clarify your value proposition
Source: The Business Model Canvas by Alexander Osterwalder

17. © 2011. Jeanne Bliss All rights reserved.
(b) Clarify your value proposition: Value Canvasing
Source: The Business Model Canvas by Alexander Osterwalder

18. © 2011. Jeanne Bliss All rights reserved.
(c) Create your experience
Source: modelH by Kevin Riley & Associates

19. © 2011. Jeanne Bliss All rights reserved.
“Problem”
Recognition
Information
Search
Alternative
Evaluation
Purchase
Decision
Post-Purchase
Behavior
(c) Create your experience: MVP versus LCD
Adapted from Kevin Riley & Associates. All Rights Reserved.
Lowest Common
Denominator (LCD)
Job-to-be-done
Line of expected
experience
(customer want)
Minimum Viable Product
(MVP)
Consumer Behavior when Purchasing
Brand Promise
(aspirational)
Experience
Value Proposition
Brand

20. Questions
Kevin Riley & Associates
Business Model Innovation for Healthcare
kevin@healthmodelinnovation.com
www.healthmodelinnovation.com