Medibank’s vision is to create better access, choice and control for their member’s health and well-being.
There are numerous programs and services that support this vision, but awareness of them is low. Medibank sees an opportunity to leverage customer data to direct campaigns to members who would see the most value from these programs and services.
However, there is work to be done in positioning Medibank as a partner that is trusted by its members with what is deeply personal and private health information.
The Opportunity
Seeking to reiterate the reliability of the Medibank brand and improve data security, the Medibank team was looking for a partner to help ensure that ‘The Command Centre’ was a successful innovation for its members.
The Command Centre idea has been a future state concept as part of Medibank’s work on improving data security. Even in its conceptual stage, its benefits will go beyond improving data trust and will actively support customers with their health and well-being.
Building and delivering the Command Centre is a complex piece of work so a clear vision of the concept is required. This project is to explore the desirability of introducing the Command Centre to members, and until the desirability of this service is known, Medibank cannot proceed with any feasibility or viability discussions.
Our Approach
Our scope was to discover how Command Centre might:
- Empower Members to control and manage how Medibank supports them with their health by modifying their data sharing preferences in MyMedibank
- Improve the health of Medibank customers by providing tailored health support/program recommendations based on the unique profile of each customer
- Encourage customers to share more data to improve the relevancy of these recommendations
1. Research Plan
To begin, we produced a research plan that outlined each of the key learning goals to focus on during the research activities. The research plan helped build an overall picture of how each research method and activity would contribute toward each output (prototype, user personas etc).
2. User Recruitment
We worked together with Medibank to develop a recruitment brief to help recruit the appropriate people for user testing. The recruitment brief was provided to Farron, who managed coordination, scheduling and user-incentive payments of up to 15 participants for moderated user testing interviews.
3. Market Scan
Portable’s design strategy team carried out desktop research into best practices and case studies for ‘preference centres’; and used these to guide design and share learnings with Medibank stakeholders.
4. Workshops
There was a large and complex stakeholder group involved in this project, all with important and valid insights and requirements to be considered.
We facilitated two workshops with key stakeholders. Initially, to understand what makes the future of the Command Centre valuable from a stakeholder perspective and to get alignment on a shared vision of the future product, and secondly to understand and refine the draft CVP and set the design direction of the prototype and customer scenarios to be created for testing.
5. User Stories and Use Cases
We created user stories to define the key features and functionality of the Command Centre to be prototyped into wireframes, including an understanding of the different data sharing options available to members.
User stories were used to describe the type of user, what they want and why; a simple way of adding a human element to development and defining features from an end-user perspective.
Use cases give examples of the journey that the customer will take as they interact and engage with the application.
6. Storyboards
Our design strategists and XD designers then developed a high-level draft storyboard narrative to showcase the variation in end-to-end customer experience when different data-sharing options are applied.
7. Prototyping
Once the storyboard narrative was approved, our Experience Designers designed the storyboard and prototype assets for testing, making sure to include:
- consideration of the fluidity of health and a potential need for the customer to review and update their data or preferences on a regular basis (and how to prompt or motivate this),
- the option for the customer to share additional data,
- the option to rate the relevancy of recommendations to improve the recommendation engine
8. User Research Interviews
Portable delivered 15 x 90 min moderated user testing sessions to test, evaluate and iterate the prototype and customer storyboards. The research was conducted in 3 clusters of 5 users, and interim playback of testing insights between clusters was presented to Medibank stakeholders to allow for iterations.
Following the interviews, Portable’s design strategists synthesised the research data into key insights, and opportunities about different behaviours or attitudes to the risks and benefits of the Command Centre as a set of high-level draft personas.
We collaborated with a wide group of stakeholders at Medibank between every 3 - 5 interviews to iteratively update the storyboard with Member and organisation feedback, checking and testing our assumptions and hypothesis with live feedback from both realms. The result was a robust storyboard and prototype that reflects in-flight initiatives as well as Member feedback.
9. User Personas
Using the insights gained in the previous phase, Portable’s design strategists and experience designer visualised the findings into low-fidelity user personas. These user personas represented the different types of users of the command centre and their specific needs.
10. Final Report
The insights and deliverables from the previous phases were compiled into a final report. The report included:
- A refined Customer Value Proposition
- User Personas
- Lo-fidelity prototype illustrating priority user stories
- Insights and recommendations for future state service roadmap
- Market scan insights
- Storyboards
Outcomes
Our research shows Command Centre has the potential to actively connect Members with the right private health products based on their life stage and offer up recommended health and wellbeing programs available through Medibank.
Building and delivering the Command Centre is a complex piece of work that is considered a future horizon initiative. There will not be a feasibility assessment until a clear vision of the concept is generated, which is the primary output requirement of this brief.
Command Centre is the front door, connecting Members to all initiatives and programs offered at Medibank. It is a way for Medibank to rebuild trust and deliver on the value exchange many Members want: more value for their Membership.
Medibank is busy understanding how to embed Command Centre into their organisational processes for data security, marketing and digital design.
Reflections
The Medibank team moves quick while thinking deeply. Their energy and openness to work in a generative way means we could be open about what we knew, what we didn’t and where our prototype needed to go.
– Aishling Costello, Senior Design Strategist
Team
- Sophie Turner, Design Strategy Lead
- Aishling Costello, Senior Design Strategist
- Lucie Cleuet, Senior Experience Designer
- Sarah Parker, Senior Producer
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