3 May 2007

Healthcare insurers conduct ethnographic research and test prototypes to provide more personalised experiences

Be the first to share

Humana
Insurers such as Humana and WellPoint pursue an ideal of customer intimacy with highly personalised documents and phone communications, reports Anthony O’Donnell in Insurance & Technology.

“Our work focused on a number of areas, including ethnographic research, following members home to understand how they managed their healthcare, how they made plan selections, how they budget and claim for health finance expenses,” says Chris Nicholson, Humana‘s director, integrated customer experience. The goal, he adds, was “to provide members with the relevant information that they need to make those decisions.”

During 2004, the carrier focused on determining which communication vehicles would best serve that goal, guided by four principles, according to Nicholson. The first principle, consolidation, focused on inventorying existing communications, such as periodic mass mailings, in order to concentrate them into one vehicle, he explains. The second, personalisation, sought to increase the communications’ relevance and impact by making it specific to the member. The third, distillation, aimed to synthesise the relevant information into language intelligible to the lay-reader. And the fourth, and perhaps most important, according to Nicholson, was actionability — giving members clear direction as to what they needed to do with the information.

As Humana put prototypes before focus groups toward the end of 2004 through early 2005, it set about seeking the means to deliver the final product. “We realised we didn’t have tools to provide the kind of personalised communications that our members were asking for,” Nicholson recalls. The carrier evaluated about a dozen vendor solutions, as well as two tools already in-house, he relates. “We were trying to get a good assessment in terms of cost, flexibility, scalability and integration with our print systems and [data] outputs,” Nicholson says. “We were looking for a broad solution that not only fit in the print space but also the Web.”

Read full story

Be the first to share
4 July 2015
Videos online of KISD service design conference
On May 18th 2015 the Köln International School of Design (KISD) in Germany hosted the conference "Service Design – Redefining the Meaning of Design". Designers, companies and scientists shared insights on theory and practice of Service …
2 July 2015
Getting citizens involved in protecting fragile energy environments
A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the …
2 July 2015
Wells Fargo bank uses ethnographic research to design a better customer experience
During a Speaker Spotlight Q&A at Forrester’s CXNYC 2015 conference for customer experience professionals, Mark McCormick, Wells Fargo’s Head of Wholesale User Experience, talked about how past customer experiences shape consumer behaviors and how understanding …
2 July 2015
Interview with HTC’s head designer on experience design
Drew Bamford is the person responsible for making the ITC's experience design – how the company's devices feel and work like 'HTC phones' rather than just another Android handset. HTC's head designer's purvue is focused on …
1 July 2015
[Book] Drawing Energy
Drawing Energy: Exploring perceptions of the invisible Authors: Flora Bowden, Dan Lockton, Rama Gheerawo and Clare Brass. Editor: Rama Gheerawo. Royal College of Art, London, 2015 Free download - Free printed copy Abstract Drawing Energy describes a drawing-based research project …
27 June 2015
Designing for behavior as the critical path for patient engagement
Forget about features, design behaviors. Tying strategic behavior design to engagement outcomes will lead to more pratical and digitally relevant solutions, writes behavioral scientist Steph Habif in a conversation piece on the website of Prescribe …
19 June 2015
The opportunities for wearables in the healthcare space
Daniel Gomez Seidel and Masuma Henry of Artefact have posted a nice write-up on recent developments and opportunities for wearables in the healthcare space. The post contains various interesting cases and points at some of …
19 June 2015
Nesta report and case studies on people-centred smart cities
For smart cities to reach their full potential, they need to focus on the citizens living in them, not just technology, write researchers Tom Saunders and Peter Baeck of Nesta, the UK innovation charity Traditionally, smart …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

2 July 2015
Getting citizens involved in protecting fragile energy environments

A new project funded under the FP7 European Commission framework is getting citizens involved in testing new tools for reducing energy consumption during peak loads, in the hope that its pilot program will set the new state of the art for protecting locations with fragile electricity supplies. One of France’s most fragile regions The Provence-Alpes-Côte […]

5 May 2015
Experientia designer Dohun YuLuck Jang 유록 in Design 4 Disaster

Design 4 Disaster features an engaging illustrated safety manual for ship passengers, a personal project by Experientia designer Dohun YuLuck Jang 유록. After the Korean ferry accident last year, Yuluck (who is Korean) wanted to find a way to make safety manuals more interesting to read. He spent one year designing an interactive safety guide […]

16 March 2015
Better Health and Wellbeing: Giving the elderly in Singapore sparkling golden years

Invitation: sharing session, Singapore, 30 March 2015   What are the hopes and fears of the elderly in Singapore? How can designers offer solutions that support the elderly in managing their health and wellness? What can healthcare professionals do to help them keep active? What role can technology play in the elderly’s daily lives? Design consultants […]

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

See all articles