Customer journey research on empowerment in healthcare
You probably know Logius from DigiD or MijnOverheid. This organization will now also take care of the authorization process in the healthcare field with DigiD machtigen (authorize DigiD), so that someone else can pick up medication for you or arrange other matters digitally with a healthcare provider.
Challenge
To arrange digital healthcare matters on behalf of or for someone else requires a secure and simple authorization facility. Currently, this is not yet possible. To realize this, healthcare providers are going to use DigiD Machtigen.
With DigiD Machtigen, someone can quickly and easily obtain or give permission to arrange or arrange things with healthcare providers on behalf of someone else. Without providing the DigiD to do so.
Vision
The research needs of Logius
Logius would like to obtain more knowledge about the needs of the target group that will use authorizations in healthcare. With that knowledge, Logius wants to offer citizens an optimal user experience in the authorization process. To this end, they are looking for:
- What situations or context is the target audience in?
- How does the target audience experience the concept of empowering and everything related to it?
- What are motivations for using it or not using it?
- What steps do people think they need to take in the process and what barriers do they anticipate?
Solution
Customer Journey Research
The customer journey research identified all relevant steps surrounding the authorization process:
- The considerations that counselors and caregivers make up to the point of deciding to proceed with authorization
- The time of arranging the authorization
- The expectation one has of authorization.
The stories of help seekers and helpers flesh out the journey. For each step we looked at what people do, what needs there are and what they encounter. The results of the customer journey provide starting points for shaping the process of authorization and setting up the communication properly.
Intensive cooperation with Logius
In customer journey studies, there is always a collaboration between the client and Blauw Research in order to achieve the best result. In the case of Logius, the collaboration was more intensive than usual because the design and research team of Logius itself did the reporting. Blauw was brought in because of its expertise in research and conducted the interviews. Employees from various departments watched the interviews and actively took notes. This ensured high employee involvement and empathy towards the target group. Blauw and Logius took on the analysis together.
Result
Customer journey by persona
The research ultimately produced four personas, each with its own customer journey. These form the starting point for the design and process of the new authorization. In addition to the customer journeys, the research provided a great deal of insight into the motivations for authorizing or not authorizing someone for healthcare-related data. It is therefore gratifying that stakeholders from other disciplines were also hooked up, so that they too can work with the results. All the nicer that many of them were involved in this project right from the start.
Read more about our approach to customer journey research here.
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