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

Michael Eckersley, MFA, PhD

Customer Needs Discovery & Innovation
Congress, Chicago, 13 June, 2007

© HumanCentered 2007, All Rights Reserved

Case: St. John's Health System

Client challenge:

"Design an innovative, state-of-the-art Primary Care 'super
clinic’ embodying extraordinary qualities of customer
experience."

"Create noisy Innovation”


American Health Care
Complex • Fraught of Challenges • Diverse
Broad in Scope • Good Committed People • Long Attention Span • It Matters

HC
System
Lines of Communication
Employers

Physicians

Employees
(Insured
Lives)


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
Financial
Performance
Community Economic Symptoms
Relations Pressures
Industry Insurance
Trends Staff Coverage,
Management Costs


Meet "Opal"
St. John's Senior Archetype


Data Points, Touchpoints, and Moments of Truth . . .

Senior Archetype Continuum

frail robust
Persistent Archetype Characters

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 bored
Senior 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?

“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 contact
Senior 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?

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 door
Senior Touch Points Outdoors and wildlife
Plants, ﬂowers, atriums, planters looks nice
Environmental 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)?

Ambient room temperature
Anxiety regarding health
Fasting before appointment
Fresh fruit
Internet research
Juices to drink
Senior 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

Meet "Cleo"
St. John's Pediatric Persona


Meet "Eve"
St. John's 25-40 Women's Archetype

Innovating across multiple mutually reinforcing areas

Design Applications From St. John's 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
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 recommend specific
enhancements) (8 design factors)


"Test everything against the ﬁlters"


Health Care Customer Archetypes Innovating For Key Dimensions of Customer Need, Want and Aspiration

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