2013-07 Creating an Intentional Customer Experience through User-Centered Design
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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.
2013-07 Creating an Intentional Customer Experience through User-Centered Design
- 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