Tips to Map Healthcare Audiences: Scenarios and Journeys

In this blog series, we explore experience design for the patient and member journey.

Strategy to Improve Digital Experiences in Healthcare

Dissect the Experience From the Patient or Member Perspective

In a previous blog, we explored how to better understand the people you serve. Once you have identified your subjects, you can role-play in context-specific journeys.

Run through the process of retrieving information in the mindset of a website or portal user. This gives you the opportunity to consider barriers, disconnects, and alternate paths a user may take.

Your analytics and marketing research data can help inform the patient or member journey you want to create. Use personas to validate how real individuals would react in your scenarios. Over time, this will become a fundamental piece of any project. For example, if you try something new on a web page, step into a persona’s shoes and consider the clarity and effectiveness of your decisions. Think about where they would start and if they can complete the task.

Journey Mapping in Healthcare

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Healthcare journey maps are an effective technique. We engage in a visual-auditory-kinesthetic mapping experience that helps the teams we work with begin socializing personas before we even build out the actual profiles. Each touchpoint in the journey is designated with a visual marker, such as an index card or sticky note. We then visually walk through a consumers’ digital experience, navigating the phases of research, decision-making, care, and recovery. This process ensures we have considered the logic of the journey and identified gaps and missing pieces.

LEARN MORE: Your Guide to Healthcare Journey Maps

In summary, make sure you:

1. Perform market research or study your existing research to understand intended behaviors
2. Map out patient or member journeys
3. Validate journeys with real healthcare consumers
4. Identify common important scenarios you can use to validate your decisions (find a doctor, make an appointment, etc.)

Patient Journey Flow

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