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Service 

Design

Designing a holistic patient experience across primary care, home health, and pharmacy for Medicare patients.  

Brief

A large healthcare insurance company seeks to set itself apart from competitors through developing a holistically integrated patient experience across its business verticals (primary care, home health, and pharmacy). 

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Goal 

Understand the current patient experience and gather specific insights/healthcare needs for the Medicare population to identify patient experience & business opportunities to create an integrated healthcare experience. 

My Role: 

​Lead Designer + Research Support 

Methods: â€‹
  • Secondary research on patient experience 

  • In-depth interviews  

  • Market scan for trends 

  • ​Collaborative workshops 

  • Segmentation surveys 

  • Service blueprint creation 

  • Patient experience card sorting 

Tools: 
  • Figma 

  • Miro 

  • Slides 

The Outcome

We created prioritized patient experience portfolio, 3 service blueprints depicting the integration moments between the business verticals, and customer segments with attitudes around their healthcare. 

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Research 

We interviewed  20 Medicare patients both in person and at home. We ensured there was a diverse representation between gender, ethnicity, chronic conditions, age, tech literacy, etc. across the participants we interviewed.

 

Through our research we were able to gather an understanding of who patients are at a holistic level, their current lifestyle, healthcare barriers, etc. to inform how to meet their needs through healthcare. 

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Key Insights
  • Patients desired to maintain their independence as they began their journey in receiving care through medicare. Care providers can empower patients through maintaining their independence and sense of control over their health, ultimately driving trust 

  •  Patients need to be enabled through personalized senior specific care and support, taking into account their social support systems, socioeconomic status, and understanding of their plan benefits 

  • ​Patients need to be able to access easily integrated healthcare services, where they can trust that their providers are in communication with one another, and they do not have to take on the burden of connecting their care. 

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Opportunity Portfolio  

Based on our research with patients and experience in the healthcare industry, we created a portfolio of 17 different patient experience opportunities for how to increase patient engagement across all of the client's business offerings, and across key patient physical & digital touch points, focused on patient awareness, patient onboarding, care enhancement, and workforce enablement. â€‹

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Service Blueprints  

We tied all of learnings and insights together into service blueprints for each of the business verticals, depicting what a future state experience for patients could look like. As a set, these 3 service blueprints explain how a patient may interact and move between the different healthcare services. 

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The Service Blueprint includes 

  • Key integration moments between the business units 

  • Patient moments + moments that matter 

  • Customer segmentation insights 

  • Patient pain points (gathered from research) 

  • Workforce roles + key actions 

  • Workforce pain points 

  • Both physical & digital opportunities/touchpoints that tie to patient moments 

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*quality is intentionally lower to protect client confidentiality 

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