Designing Experiences in Preventive Healthcare - CASE: Neosmart Health
Tuomas, Taruvuori (2020)
Tuomas, Taruvuori
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051912345
https://urn.fi/URN:NBN:fi:amk-2020051912345
Tiivistelmä
The purpose of this thesis was to improve customer experience in the preventive healthcare industry. Neosmart Health’s holistic healthcare service was used as a case example. The thesis aimed at identifying the crucial steps and gaps in the customer journey. Extensive research in the case company was progressed by acquiring a deep understanding of customers’ needs, ambitions, pains, and behaviour from a holistic wellbeing perspective, considering also the driving forces of social and technological trends. The thesis also aimed at determining what outstanding customer experience in preventive healthcare consists of. The role and impact of service design in improving customer experience in the industry was examined.
The theoretical foundation for the thesis investigated experience design through the progression of economic value, customer-dominant logic, and service marketing and management, focusing especially on customer experience. Human-centered design approaches, in other words, service design, design thinking, and innovation were applied during the development project. The selected design process was “Framework for Innovation”, complemented by applying the mindset of human-centered design. The service design process included stages of discover, define, and develop.
In the discover stage, methods such as expert interviews, desk research, contextual customer interviews, and service safari were used to uncover deep insights of customer experience attributes and health perceptions in both preventive and reactive healthcare industries. Analysis and modelling of the data in the define stage were accomplished through open and selective coding and affinity mapping. The key customer insights were transformed into personas and a stakeholder map, which contributed to mapping the customer journey in a work-shop following an iterative process. The refined service concept, presented in the develop stage, resulted in the creation of a new service design method, the Customer Journey Blueprint. Detailed visualization of the improved service concept was complemented by outputs of an ideation workshop. The Blueprint served as a roadmap for future development projects to further improve customer experience in the case company. The concept overview with key features and benefits for different stakeholders highlighted the importance of recognizing human experience when designing services, experiences, or transformations in the preventive healthcare industry.
The thesis provides both scientific and practical value for the healthcare industry, private sector organizations, service designers, research institutions as well as consumers. The scientific value relates to examining the relations between human-centered design, customer-dominant logic, the progression of economic value, customer experience and preventive healthcare. Knowledge of service innovation and customer insight in the preventive healthcare industry are extended. Additionally, the thesis addresses opportunities for modern healthcare companies in driving and facilitating innovation and contributing to the paradigm shift from reactive healthcare to a more personalized and preventive approach with the use of human-centered design. Furthermore, the study contributes to the service design approach, process, and methodology in developing modern healthcare and wellbeing services. Finally, the thesis provides practical value for the healthcare industry through the identification of deep customer insights as well as mapping and designing a related customer experience.
The theoretical foundation for the thesis investigated experience design through the progression of economic value, customer-dominant logic, and service marketing and management, focusing especially on customer experience. Human-centered design approaches, in other words, service design, design thinking, and innovation were applied during the development project. The selected design process was “Framework for Innovation”, complemented by applying the mindset of human-centered design. The service design process included stages of discover, define, and develop.
In the discover stage, methods such as expert interviews, desk research, contextual customer interviews, and service safari were used to uncover deep insights of customer experience attributes and health perceptions in both preventive and reactive healthcare industries. Analysis and modelling of the data in the define stage were accomplished through open and selective coding and affinity mapping. The key customer insights were transformed into personas and a stakeholder map, which contributed to mapping the customer journey in a work-shop following an iterative process. The refined service concept, presented in the develop stage, resulted in the creation of a new service design method, the Customer Journey Blueprint. Detailed visualization of the improved service concept was complemented by outputs of an ideation workshop. The Blueprint served as a roadmap for future development projects to further improve customer experience in the case company. The concept overview with key features and benefits for different stakeholders highlighted the importance of recognizing human experience when designing services, experiences, or transformations in the preventive healthcare industry.
The thesis provides both scientific and practical value for the healthcare industry, private sector organizations, service designers, research institutions as well as consumers. The scientific value relates to examining the relations between human-centered design, customer-dominant logic, the progression of economic value, customer experience and preventive healthcare. Knowledge of service innovation and customer insight in the preventive healthcare industry are extended. Additionally, the thesis addresses opportunities for modern healthcare companies in driving and facilitating innovation and contributing to the paradigm shift from reactive healthcare to a more personalized and preventive approach with the use of human-centered design. Furthermore, the study contributes to the service design approach, process, and methodology in developing modern healthcare and wellbeing services. Finally, the thesis provides practical value for the healthcare industry through the identification of deep customer insights as well as mapping and designing a related customer experience.