What’s Worse: A Root Canal or Selecting Health Insurance?Fidelity’s Approach to Making Health Care Easier for Everyone
@beckymin@nancy_emerson44
Fidelity wanted to create a best-in-class service that delivers small and mid-size employers the right health coverage for
their employees.
Rapidly launch a health benefits marketplace, building a minimal viable product to service small businesses in under
a year.
GOAL
But it’s healthcare, which means: equal parts complex problem
and significant opportunity.
Employees Employers Brokers Insurance Carriers
MedicalDentalVisionLife
Disability
Minimal Viable Product
Rapidly launch a health benefits marketplace, building a minimal viable product to service small businesses in
under a year.
GOAL
Employees Employers
Employees
Design SprintsCo-Design
Today we’ll spotlight these portions of our work:
Employers
Design Sprint Design Thinking Agile
Today we’ll spotlight these portions of our work:
IDEA LAUNCH
LEARN
BUILD
IDEA LAUNCH
LEARN
BUILD
Establish a common understanding of the problem we’re tackling.Determine where we’ll focus our efforts.
Generate a bevvy of ideas via rapid sketches, critiques.
Select the ideas & treatments that we’ll prototype.
Move from detailed storyboards to stand-alone prototypes.Prep the guide.
Evaluate hypotheses and get feedback on treatments, from would-be customers.Recap findings, set next steps.
Understand Diverge Decide Prototype
Validate
Five Steps to a Design Sprint
…Plus Two Hidden Steps…
Prep
Kick-OffMeetings
• Cast the team• Source the nest• Commit to and book the
time
• Set expectations • Loop in extended stakeholders
Understand Diverge Decide Prototype
Validate
• Identify key user insights (user interviews?)
• Source competitive, comparable inspiration
• Define respondents, recruit them
• Kick the tires on sensitive topics
• Identify any essential constraints
Must Haves Designer(s) Business Lead Strategist/researcher Facilitator
Nice to Haves Strategist/researcher Talent that adds to the solution mix Help with food (fuel!), photos
Don’t Need (& Must Exclude) Spectators of any stripe Feasibility fanatics
Be Ready to Address Senior stakeholders seeking to “dip in”
Casting Tip: “Just Enough” Participants to Explore Desirability
Lessons Learned
Set clear expectations for everyone involved.
Clearly articulate the needs for which you are designing.
Stay true to your problem statement.
Watch for your Frog Prince: great ideas in shabby sketches.
Design Sprint Tips
• Identify a small group of 4-6 participants. (Remember, no
spectators.)
• Clearly articulate what’s required from everyone.
• Give pre-assignments so folks can be ready and raring for day one.
• Help everyone adhere to the daily agenda (hint: a timer & strong
facilitation).
Set Clear Expectations for Everyone Involved
Clearly Articulate & Explore the Needs You Are Designing For
• Focus on what your users are doing rather than who they are.
• Consider a Value Proposition exercise to unpack behaviors and
motivations.
• Identify opportunities by turning the Journey into an exercise.
• Spark fresh thinking via competitive and comparable examples.
Value Proposition Canvas Credit: Strategyzer.com and Strategyzer AG
Watch for Your Frog Prince: Great Ideas in Shabby Sketches
• People who can’t draw well can contribute in a big way.
• (But you need to help uncork their self-expression!)
• Anonymous sketching + dot voting + discussion = a key
play.
The problem statement sets the stage for all your efforts during the sprint.
A good one is:• Purposeful and concise• Targeted to your audience• Inspiring
To craft a problem statement, use the framework: • how might we…• so that…• in order to…
Stay True to Your Problem Statement
How might we design an intuitive, frictionless experience
So that it:• Delivers me a good plan that I understand• Gives me the best plan choices for me• Gives me confidence in my decision
In order to help me choose a plan that I feel great about selecting.
Problem Statement for the Employee Experience Sprint
A Few Hard-Earned Do’s and Don’ts
Do…
• Pursue sprints with client partners who are ready to play along.
• Follow a highly planned, yet improvisational approach.
• Rejoice in rapid, evidence-based conclusions.
Don’t…
• Set out to crack version 1.0 of your product (you’re not!).
• Believe 5 days is a magic number.
• Overlook looping in your extended team and stakeholders before & after.
Boost the success of your solution via ideation with actual users.
Our partnership with HR execs helped us design a simple admin experience to meet their needs.
Co-Design
Clearly define the purpose and outcome of your sessions.
Remember your participants are your partners.
Keep learning by refining your direction session to session.
Co-Design Tips
• What hypotheses are we looking to investigate?
• How should we prep the participants?
• What activities should we include?
• What stimulus would be helpful?
Determine the Purpose and Outcome of Your Sessions
• Recruit a range of users. (Consider extreme use cases.)
• Give them something to work with.
• Let them show you in their own words.
Remember Your Participants Are Your Partners
• If you’re not learning and adapting along the way, you’re missing the
value.
• Allow space for debriefing and modifications in your schedule.
• Park questions/ideas to explore further, prioritize what’s essential to
address.
Keep Learning by Refining Your Direction Session to Session
So, How Did We Do?And, What’s Next?
How might we design an intuitive, frictionless experience
So that it:• Delivers me a good plan that I understand• Gives me the best plan choices for me• Gives me confidence in my decision
In order to help me choose a plan that I feel great about selecting.
Problem Statement for the Employee Experience Sprint
Get in touch. Currently hiring a UX Strategy intern.
@beckymin
[email protected]@nancy_emerson44
Thanks!
