Creating Customer Journey Map @ Health-Tech Startup

Role: UX Research Fellow
Company: Accolade
Thought Partner: Nadia Elinbabi (UX Designer)
Core Responsibilities: Heuristic Evaluation Analysis, Customer Interview Moderation & Synthesis, Journey Map Development
Methodology: Heuristic Evaluation, Discovery Interviews, Focus Group, Journeymapping
Tools: SurveyMonkey, LucidChart, Figma, Zoom, Condens


Project Overview:

Accolade is a healthcare advocacy B2B2C company with a goal of helping consumers navigate the American healthcare industry in a personalized way that improves patient outcomes. With a fast growing enterprise business base came an appetite for more insight into these outcomes and other member metrics.


Problem:

Accolade’s active reporting tool, “Accolade IQ” (AIQ), was outdated, clunky, and in need of a revamp.


Research Questions:

  1. What overall gaps are there between the reporting functionality we currently offer and what our customers need/want?

  2. Where are our users’ pain points?

  3. Where can we meet user needs in AIQ to increase current customer usage, as well as serve as a selling point for prospective customers?

  4. How is reporting information currently exchanged?


Methodology:

  • Heuristic Evaluation

  • Customer Interviews

  • Internal Customer Partner Interviews

  • Internal Sales Focus Group

  • Journey-mapping



Heuristic Evaluation:

In evaluating the usability of Accolade’s customer reporting tool, I was tasked with analyzing data from a heuristic evaluation survey that had been completed by multiple team members.

I chose to utilize an axis plot for easy identification of the most severe issues that were reported by most users. From this plot, major usability issues were noted and a prioritization of recommended next steps was presented to stakeholders.



Customer Interviews:

After evaluating immediate usability issues, we wanted to dig deeper into the needs and emotions of our customers using Accolade IQ. We collected qualitative data from three sources:

I collaborated on this data collection with UX Design partner Nadia Elinbabi. We co-created the interview script for all interviews, and I moderated the Direct Customer and Internal Customer Partner interviews while she led the Sales Focus Group. 

I took on synthesizing all three groupings of qualitative data collection to develop a customer journey map that highlighted customer emotions as they interacted with the current AIQ, as well as opportunities. This journey map was presented to Product and Data partners along with recommendations around user needs in a customer-focused reporting tool.

*Some information has been blurred for confidentiality reasons; created using Figma