Project - Service design project for AXA PPP healthcare, who needed new service offerings beyond traditional health insurance.
Product /service - A subscription health service that augments NHS diagnosis and treatment pathways. Offers benefits such as personal advisors, digital health records and allows patients to combine NHS and private options without issue.
Duration - 3 months
Team - Product owner, 3 x designer /researchers, 
Activities - Trends research, customer interviews, customer research workshop, persona and journey mapping, service design.
Deliverables - Service concept, storyboard, key messages and conceptual brand /marketing material
Outcome - Concept currently undergoing business review with client

Beginning with the client's market segmentation data, we carried out desk research into market and lifestyle trends, creating draft personas that were enough to recruit members of the public for research and indicate some likely healthcare pathways to discuss with them.

We carried out one-to-one interviews with members of the public to learn about recent healthcare experiences, and begin identifying opportunities for a new service. We also ran group workshops to identify common trends and frustrations, and map a series of common customer journeys.

Post-workshop, we organised a wealth of findings using post-it journey maps, and were able to break the customer journey into common segments based around goals and motivations. We marked pain points to ideate around in design.

We turned these post-it maps into concise journey maps for our client, adding real stories we'd heard from customers to make it clear what people are feeling and experiencing at each step.

We concluded our research findings with nine key opportunities for our client to target with their new service. 

The design team explored a range of ideas and options for new services, including digital and non-digital touch-points such as phone-calls with advisors and face-to-face meetings. We used new journey maps and summary 'pitch cards' to concisely communicate each component of the service. 

After some iteration following client feedback, we created illustrated storyboards to explain how the service would be experienced by one of our personas. This made the concept easier to grasp quickly and more engaging for senior stakeholders.

Finally, we imagined how the service would be marketed and sold by our client, and created conceptual advertising to bring this to life, recommending names and key marketing messages that were based on our understanding of user needs and desires.

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