About Consmer 360 & My Role
To give a bit more context in general terms, our platform was utilised to provide healthcare services to patients. With consumer 360, we were entering into new territory where we would now also have prospect (patients). And as you would have already understood, our client would use Consumer 360 to convert these prospects. They would also upsell to existing patients.
I designed the complete Consumer 360 experience for Patient 360 & also for the products which utilised our modules.
Given its critical touchpoints across multiple products, aligning all stakeholders from the outset was imperative. Regular update meetings were scheduled with stakeholders from all products to ensure alignment and clarity from the beginning.
Who are we building this for?
Marketers - Marketers can work alongside care managers and population health teams to assess and apply this data most effectively and also run campaigns. Traditionally, marketers have to go through lengthy IT requests or other tedious processes to collect anywhere near this amount of data into their patient audience, let alone to sort it into a usable state.
Contact Centre Agents - Upon receiving calls or making calls, CC agents will now have much more information about the patients they are interacting with. This will help them inform them about the things most relevant to them & interact accordingly.
Care Managers - Care managers can understand user’s interests, household information, engagement activities with internal campaigns. This info may help them improve the level of care provided to a patient.
Add photo of user type
We already had personas for the required users.
Getting Started : Stakeholder Alignment
Collaborating with multiple teams was essential to the success of this project. I worked closely with Product Managers from the Contact Centre team, Data team, and Outreach team and obviously P360 team. This cross-functional collaboration would ensure that the experience would meet the needs of P360 & also other products utilising P360’s modules. I can’t thank Prateek enough for his valuable help. He was the one coordinating communication between all teams & the go to person for me throughout this.
To keep everyone on the same page, I extensively updated Jira tickets, documenting & commenting every step, listing discarded ideas, and possible approaches. This approach created a transparent trail of decisions, minimising back-and-forth and keeping everyone informed of things as and when it happened.
Understanding Business & User Needs
(Since this is primarily for my understanding, I approach it a bit roughly with less precise wording)
The first step was to analyse the complete set of data points provided by Experian, supplemented by our own product data. The tricky part was that this information could also be available for existing patients apart from prospects. Understanding what data we had and needed to showcase was straightforward, but determining how and where to present it was challenging because we needed to provide tailored experience for each persona & not just build a general purpose product.
So to get detailed insights & eventually create hypothesis, I did the following:
Group Brainstorming: Designer, PMs & other stakeholders from all teams brainstormed together. The main objective was to share all the details including use cases, data points, potential issues then organise it & enable everyone to envision the entire product.
User Journey Diagrams: Mapped user interactions across products to understand both on-the-ground situations, visualise data flows, understand permissions requirement & identify dependent products.
Use Cases:
Convert prospects to patients by running marketing campaigns (This itself becomes a multi-step process involving marketing person, contact centre agent & on-the-ground staff)
Upsell to existing patients (This was to be downplayed initially)
Evaluation Matrix: Assessed different data placement approaches primarily based on usage, scalability.
Crafting The Solution
Following were the main impact areas identified using the above methods.
Permissions Manager
Patient Profile Creation Flow
Patient Search
Profile
DP360
Metadata, listings, data source popover & other smaller things
Since this was a completely new entity for our product, I had to reassess every part of our application, both visible and invisible. This included re-evaluating permissions management, ensuring the feasibility of integrating new modules, addressing potential data overlap, and prioritizing data sources. By meticulously considering these aspects, we ensured that our solution was not only comprehensive but also seamlessly integrated into the existing product ecosystem, offering a cohesive and enhanced user experience.
Solution Explorations
After brainstorming and discarding multiple options, we narrowed down to four potential solutions:
Use existing profile page to showcase additional data points
Create a completely new module with only the new data points
Create a DP360 module for this (we’ll discuss DP360 below)
Create a new tab on the main overview page
The DP360 module allows users to get every important data for providing care management to patients, in a side panel which can be linked by any product. The need for having these details in DP360 was unanimously deemed necessary. However, the timing of its development was debated since there were some concerns of it’s utility in the early stages of launch. The overview page idea was discarded due to scalability issues.
Now we were down to just two options. To decided amongst them, I created end to end workflow prototype with actual usage scenarios with both design options.
Below are some of the discarded options
Product Development Strategy
After seeing end-to-end flows for both options, the solution was clear & everyone was aligned but there was one important decision pending. There were still two views on whether we should ship a relatively refined product vs launching a MVP styled version & assess initial interest & engagement.
This discussion was mainly centred around the creation of the new module which according to our dev estimates were higher than anyone had anticipated. This increased timeline had made people nervous & they were debating whether the ROI of building this completely new module was sufficient.
To settle this once and for all, I decided to craft a future version. This version would allow all stakeholders to understand how this product could eventually transform into a robust marketing suite with it's extended use cases. I speedtracked this & the following is the future version that was built & showcased the next day.
Final Solution
With the prototypes showcasing workflows & a version showcasing future possibility, the solution became clear & was approved by all. The solution was a hybrid approach with:
A Completely New Module: Provided a focused view of the third party data for both prospects & patients. This would enhance clarity, avoid cluttering existing modules preventing any possible negative impact to existing workflows & most of all, it would allow for a scalable model where Consumer 360 could be upgraded for future needs.
DP360 Module: Integrated into the larger platform for comprehensive data management. It was critical for the efficient workflows of Contact Centre agents. Without DP360, CC agents would need to navigate across multiple screens to access relevant information leading to loss in productivity & most of all customer satisfaction.
It took a while for development but eventually it was launched as Data-Driven Digital Marketing: Consumer 360.
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