Modern interaction Voice of the Customer Design
Helping a healthcare client with 20,000 members reach success
Date : April 11, 2016

User personas and rapid prototyping bring eminent medical policy out of the cellar and into the digital age.


Fast path to designing new features

The client maintains a web-based library through which physicians, the public, and the media access its diverse policies on diverse medical topics. The library’s technical features, however, were rudimentary lacked robust search capabilities needed to find specific content.

To understand users’ needs and preferences as a foundation for improving access to the library, the client partnered with West Monroe Partners, which offered a unique blend of deep technical expertise and strong healthcare industry acumen. In particular, West Monroe offered an approach for rapid prototyping based on the “voice of the customer” and user-experience best practices.

West Monroe Partners conducted more than 50 interviews with internal and external library users. Based on the input gained and its knowledge of user-experience best practices, the West Monroe team:

  • Developed three user personas to understand current “likes” and “dislikes,” as well as ideas, needs, desires, and goals for the future
  • Identified eight new features for enhanced search, personalization, alerts, and policy interaction
  • Configured an interactive prototype on Axure to imagine and mock-up new features
  • Developed features iteratively and shared those with users for design validation and feedback

Positive initial user feedback

Working with West Monroe Partners, the association was able to quickly demonstrate potential new library features and gain user feedback to guide future development. An “first impressions” survey yielded positive reaction, validating new features that the association plans to introduce.

West Monroe Partners provided several additional recommendations for future development efforts:

  • Engaging users through use of personas and voice-of-the-customer surveys that validate designs and track satisfaction
  • Employing user-friendly taxonomy, tracking searches, and developing portable “policy cards” to improve content
  • Introducing mobile access

The client is now moving to introduce new features developed during the prototype exercise and will continue to refine library features as its digital strategy evolves.

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Project Access Northwest celebrates their volunteers and partners helping to improve access to specialty care for low-income patients.