Category Archives: Product-Service Design

Projects where my role was product or service design

Getting The Word Out Inside A Large Organization

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Challenge:

Kaiser Permanente (KP) is the world’s largest integrated health care organization. To the outside world, it’s one big company. To its 120,000+ employees and clinicians, it’s 21 companies with over 700 senior executives, spread across 7 regions. Each region is it’s own sovereign business unit. And, Kaiser Permanente is a health insurance company, a health care provider with exclusive physicians and nurses, a health IT organization, and so much more.

Though its leaders and employees are far flung, Kaiser Permanente’s culture is one of consensus and collaboration. Agreement and alignment are required before any new product/service, process, or model can be adopted by the enterprise. Prerequisite for agreement and alignment: Awareness.

Strategy:

We needed a way to grow awareness of key work happening within the organization in order to secure sponsors and grow adoption of new products/services. We didn’t want to add to the deluge of emails the top 700 leaders were already receiving. Nor did we want to add another new software solution that stakeholders would have to pay for and learn to use.

We designed a communications and engagement platform that provided accurate, consistent information about every product, project, and pilot happening across the organization–with a low learning curve, no license requirements, compatibility with popular systems in use, a simple and attractive interface, and a backend that facilitated communications planning and scheduling, and project team coordination.

My Role In The Solution:

I dreamed up the platform in response to 5 conditions I observed. I designed the platform–it’s initial look and feel, its interface, features and functionality. I also worked with architects to design an interconnected node-based system that would allow platform admins/owners to cross post and search other sites within the network.

I created the initial wireframes and “fat frames” and marketed the platform to Kaiser Permanente leaders throughout the organization to secure seed funding.

I developed the subscription model, and secured the funding and clients willing to pay.

And, I identified, recruited, briefed, and managed the team that is bringing the platform to life.

Results:

We’ve already got pre-orders for the platform set to launch on Janaury 21.

A Walk On The Wellness Side With Kaiser Permanente

Challenge: 

Kaiser Permanente is committed to preventive care for better health–for its members, customers, community, and employees. The health care provider and payer holds an annual fitness challenge for employees. This year, Kaiser Permanente wanted to grow participation and use the challenge to test new products/services.

I prototyped a mobile iOS app that allowed the health care organization’s employees to link their wearable fitness devices and share their activity data.

Strategy: 

Over 40,000 employees participated in past fitness challenges but participation was waning. To attract new participants and motivate repeat participation, we needed to add something new and valuable.

At the same time, Kaiser Permanente, like most health care companies, was testing and developing mobile and digital health and wellness products.

The annual challenge, the CIO’s passion for wearable fitness devices, and an unfinished fitness app sparked an idea…

  • Leverage the popularity of mobile health and wellness apps and fitness devices to allow fitness device users to participate without giving up their beloved fitbits(R) and Jawbones; and
  • Use the annual challenge to pilot new APIs and gain insights from user activity data.
  • Retain a familiar experience for re-upping users

Solution:

Ultimately, we modified and completed an iOS mobile app, integrating APIs for fitbit and Jawbone devices and KP’s own APIs for sharing activity data. We brought fitbit and Jawbone activity data into the KPWalk! app so users wouldn’t need to leave to get their data fix and could “donate” their steps and miles to their teams’ efforts to amass points and win the challenge.

For users without fitbits or Jawbones, we retained the manual logging capability and allowed users to use the app’s stopwatch feature to track activity minutes, convert minutes to steps, miles, and calories, and automatically transmit data to a website where they could view individual and team stats.

My Role In The Solution: 

I was part of a great team of talented designers, developers, program and project managers. To this team and project I contributed…

  • Prototyping the mobile app flows, functions, and design
  • Providing experience design and creative direction for the app
  • Writing copy for instructions, alerts, tutorials, and collateral
  • Developing and executing a communications plan, including marketing collateral

 

KPWalk! app mockups

Results: 

Thousands shared their activity data via the app and hundreds linked their fitness device accounts to the app to share their data. The best of what we created in KP Walks! was integrated into KP’s Every Body Walk! app, a publicly available version of the app for which we also created an Apple watch app.

Coaching Users to Better Health With WebMD

Challenge: 

WebMD is a leader in health media and provider of health services to insurers and large employers. WebMD wanted to build upon the success of its Health Coach product, which provides health and wellness advice to users via telephone, and to grow its ROI on owned and licensed content.

Strategy:

The strategy was simple: Leverage underutilized content, smart but light technology, and insights from the most effective practices of telephone coaches to create a lower cost digital health coach that could be extended to thousands of additional customers.

Solution:

We evaluated the telephone coaching offering, interviewing coaches, customers, content managers, and other stakeholders to meet the most effective coaches; understand what customers found valuable about the service; learn what types of advice, communications, and coaching led to behavior changes; and identify the most often requested information.

We inventoried, evaluated, catalogued, and organized thousands of pieces of owned and licensed content.

Based on our findings, we designed an extension of the Health Coach product and WebMD’s health media offering. We organized the content such that it created “an interactive relationship between WebMD and users, one that approximates that of WebMD Health Coaches and their clients.”

We brought the thousands of pieces of content to life as a digital health assistant. We connected written, video, and graphical content and interactive tools via an intricate taxonomy and ontology, and activated it via an elegant series of triggers that created the impression that the digital health assistant was responding to users action and inaction, communications, successes, requests, and preferences.

My Role In The Solution: 

I was part of a great team of talented designers, developers, program and project managers. To this team and project I contributed…

  • Conducting the stakeholder research and identifying actionable insights
  • Assessing and cataloguing and all content and identifying gaps
  • Prototyping the digital health assistant
  • Developing a taxonomy, ontology, and tagging for all content
  • Developing the content strategy for the digital health assistant
  • Defining triggers to create interactions between the digital health assistant and users
  • Writing copy for alerts, emails, instructions, pop-ups, and managing copywriters, designers, and HTML developers who produced content for the assistant

Results:

WebMD launched the digital health assistant as “The Digital Health Assistant” and are currently selling it via insurers and large employers seeking to lower health care costs associated with smoking and conditions such as diabetes and obesity. The product has evolved a bit but it’s largely unchanged–and it’s having significant positive impact on users’ health and wellness.

Digital Health Assistant Prototype and Flows