How might we…
reinvent a Cancer Support Line?
AccessHope
Quantitative Research, Qualitative Research, Service Design, CX Design, Business Strategy
Overview
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AccessHope is a cancer support line that provides personalized guidance and resources to patients, helping them navigate their cancer journey with expert support.
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8 Months, February — August, 2022
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My Role: Lead Designer
Kristina Woodburn, Service Designer
Justin Duaer, Design Principal
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Miro, Dovetail
Challenge
Problem Space
AccessHope is a cancer support line that provides personalized guidance and resources to patients, helping them navigate their cancer journey with expert support. However, their Cancer Support Line was under-utilized due to low member awareness and lack of comprehension of their services.
Furthermore, case coordinators on the other end of the line were faced with Salesforce limitations and inefficiencies. As the organization considered making the shift to Healthcloud or an alternative platform, they recognized the need to redefine their product, services, and processes.
Approach
Product and Service Evaluation
Now, Near, Far Workshop
Delivered key insights from the now, near, far framework to help better isolate specific strategies, looking across: business, and system/support goals, and employee and employer goals and metrics.
Stakeholder Map
Leveraged a stakeholder map exercise to help understand the stakeholder landscape, guide effective communication, manage risks, and promote cross-functional engagement.
Call Line XP and Backend Salesforce XP Audit
Mapped out the current experience of calling into Access Hope’s Cancer Support Line (CST), and evaluated how the patient’s information is currently being documented in Salesforce.
CST/Member Services Workflows
Created ‘now’ and ‘near’ diagrams to map out the different workflows based on the patient’s needs or inquiries.
Service Blueprint (Current and Future State)
Leveraged a service blueprint to help visualize interconnections, align on end-to-end experience, identify opportunities or critical moments, and identified gaps and questions to surface with users.
Member Experience Touchpoints Map
Focused this exercise on the member’s engagement and visibility to AccessHope, surfacing digital and physical touchpoints including website interactions, follow-up calls, emails, letters, and onsite evaluations.
Quantitative Research
Competitive Analysis + Benchmarking
Created a shared database of AccessHope’s direct and indirect competitors, extrapolating emerging trends and markets, industry conventions, and marketing tactics.
Market Positioning Recommendations
Leveraged insights from competitive analysis to identify where AccessHope would be better positioned to deliver the most value with their services.
Value Proposition Definition
Identified unique benefit and value opportunities that AccessHope could offer to their audience to differentiate themselves from competitors.
As we developed a deeper understanding of AccessHope’s unique value, we created a new employee-centric ecosystem to model redefined roles.
Once we understood the current processes in place and identified opportunities for improvement, we found uninformed gaps and made a persuasive case to connect with members and caretakers.
Qualitative Research
SME Interviews
Met with AccessHope members to understand their SalesForce platform through their respective lenses and gathered information from their Client Excellence team.
Research Plan + Participant Recruiting
Defined research objectives, interview guide and structure, and screener survey to recruit qualifying participants.
Patient + Caretaker Interviews
We interview 6 caretakers and 7 cancer patients or survivors to understand how a service like AccessHope could best support them and their loved ones. Used a co-creation exercise to ideate around a cancer support service they would be most likely to engage with.
In-depth Research Report
Presented our research findings from caretakers and members with powerful insights and actionable opportunities and recommendations.
Product Alignment
Product Vision
Redefined a product vision that is practical, unique, and research-based to articulate their desired impact internally and externally.
Repositioning
repositioned AccessHope from a Cancer support line to a member-centric cancer advisory team, defining a new ‘Care Navigator’ role to triage the member’s case from end-to-end.
Key Brand Messaging
Proposed compelling brand messaging aligning with the product vision, supporting role definition, voice and tone, and shared values.
Strategic Roadmap
Created a roadmap, prioritized based on now, near, and far needs and goals, to help outline key initiatives and enable tangible action items.
Redefinition of Metrics
Developed metrics that take both employer and employee into consideration (B2B2C)
Improved Services
Support Plan Strategy
Worked closely with the product owner to strategize around a ‘Support Plan’ for the new ‘Care Navigator’ to employ with and for the member to better track cancer treatment, support, and survivorship.
Call Script + Workflows
Developed a script and best practices to inform the HealthCloud build and workflows to provide demonstrative, trackable, tangible data to clients and establish a new baseline for the AccessHope “call center” team members to leverage as the practice scales.
Defining Key Metrics
Identified key metric opportunities to better measure performance and achieve customer service success on the CST and track growth and improvement as the organization scales to more efficient technology tools and processes.