{"id":685,"date":"2020-07-02T05:58:40","date_gmt":"2020-07-01T19:58:40","guid":{"rendered":"https:\/\/portfolio.lizmoffatt.com\/?page_id=685"},"modified":"2023-12-29T12:02:45","modified_gmt":"2023-12-29T02:02:45","slug":"health-coaching","status":"publish","type":"page","link":"https:\/\/portfolio.lizmoffatt.com\/health-coaching\/","title":{"rendered":"Health Coaching"},"content":{"rendered":"\t\t
The Bupa Health Coaching team offer telephone-based health support services to members with ongoing health conditions.<\/p>
Focusing on preventative health, the team wanted to expand to include people younger than the traditional customer group in the hope that an earlier intervention would have greater preventative outcomes.<\/p>
This had been attempted before but hadn\u2019t reached the desired level of success. The aim of this project was to find different ways to attract a new audience the existing program.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
As the sole Experience Designer I lead the project through each phase as well as designing & facilitating the research approach, creating the ads to be tested and facilitating workshops along the way.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
4 live, in-market experiments run, insights gathered from 3,000+ people in the target audience<\/p><\/li>
Insights gathered from existing program users who were also in the new target market<\/p><\/li>
New understanding of the best way to present and describe the program to the new target market<\/p><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
Read on for more details and depth.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
This work is confidential so this example focuses on method and approach, I have included examples \/ artifacts where possible although these have been edited to maintain confidentiality.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Originally tasked with facilitating a session to ideate a solution I was successfully able to re-point the workshop to give us the opportunity to re-examine the problem. After a (very) short introduction \/ refresh on HCD as an approach, I introduced exercises specifically designed to help us understand the problem from our target customers\u2019 perspective.<\/p>
These exercises enabled us to re-frame our problem with a customer-centred \u201cHow Might We\u201d question. <\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
I facilitated 10 generative qualitative 1:1 interviews<\/strong> with people in our target audience. There was a general understanding that we \u201cdidn\u2019t know what we didn\u2019t know\u201d about our target audience so these interviews where designed to be exploratory.<\/p> A key member of the Health Coaching team was able to sit in on all the interviews as an observer and note-taker. As well as helping to deepen their understanding of HCD, it also gave them first hand experience of seeing qualitative research in action.<\/p> After the interviews we synthesised the findings creating summary Insight Statements. We also started to build a loose persona \u2013 our research showed us that there were important sub-sets within our target audience. Unable explore these sub-sets at this sage, I made sure to include their existence, and their unknowns, in the research summary.<\/p> As well as gaining a deeper understand of their wider life context and health needs, we got insight into their understanding and perception of what it meant to \u201cbe in good health.\u201d From this we were able to create a persona for our new target market – for the purposes of this study they shall be referred to as \u201cPersona X.\u201d<\/p> Below is an extract of some of the insights that were gathered<\/strong>:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t Calling on support from the Innovation team we formed a small team (including members of the Health Coaching team) we workshopped the core value proposition of our existing health coaching product as it related to Persona X. We also mapped out what we knew about our target customer using a business canvas.<\/p> From here we listed out all our assumptions and mapped them to identify our riskiest assumption. Our riskiest assumption was that Persona X will respond to a call to action and engage<\/strong> with our existing product.<\/p> From here we designed our rapid experimentation approach and our first experiment.<\/p> As our experiment included a sample of a real and current business offering we needed to ensure that everything was in place from an operational perspective. (This included things like creating process documents and flows, procedure documents, and delivery guidelines.) While our experiments were unbranded we were offering access to a real product so we worked with various internal teams, including Legal and Compliance to ensure that everything was approved and signed off.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t We A\/B tested different ad copy and images alongside a call to action. Learning from each experiment we iterated and tested again narrowing down which ideas worked best with our target audience.<\/p> Here\u2019s one of our early ads (I did the creative and the copy for the ads too):<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\trapid experimentation<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
The experiements<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t