A new product offering
How are SDOH affecting health outcomes?Scenario — The self-funded employer market was demanding a way to understand how DEI (diversity, equity, inclusion) and SDOH (Social Determinants of health) were affecting their members. I lead the initiative to take it from idea, to validation, and through to production and testing. This new offering scored us sales, new clients, and delighted existing clients.
Approach
With clear market demand for a new genre of report, we conducted research with companies like Amazon to see what their goals were. We launched and tested a beta using Domo, built our own SDOH health index score, and educated the market on what to look for and how to act on our final in-app report.
Result: We launched our industry leading & lovable SDOH report within a year
REQUIREMENTS GATHERING
Product strategy
Research, Discovery, & Validation
Having cutting edge clients to do discovery with, we wet out on a multi-phase multi-month discovery journey to understand what we needed to build to provide value. We conducted scores of interviews and researched lots of health indices.
I worked with data science team members and our VP of strategy to create assemble this feedback into an intuitive report.
“Wow, y’all have really done a great job with this one, these county-level [SDOH] scores [on the map] are great for us to pinpoint inequalities.”
RISK MITIGATION
Rapid Iteration Across Different Levels of Fidelity
We tested several different artifacts at different depths, ranging from some original mockups, to a flexible Domo dashboard, which we were able to iterate on and A/B test.
After gathering feedback and iterating on the design, we discovered people not only needed meaningful data, but education on what SDOH factors are, and what the index meant.
View the full iterative reports below
After testing and iteration for several months, we were ready to break ground
DEVELOPING THE REPORT
Applying the discovery
Built-in education and insight
As we discovered, education was essential; not just for the benefits managers, but for higher level stakeholders like the head of HR and CEO. Our index was novel in that it correlated SDOH with actual health outcomes, but this created a need for me to create educational graphics and sections that could be hidden if users simply wanted the metrics.
Providing an easy way to understand our industry-leading methodology empowered users with insights that their stakeholders could act on.
Value-forward UX
Going beyond simple ‘Design’
I don’t work simply on ‘look and feel’ – I am heavily involved in the product strategy to get value into our customers’ hands.
To give users a practical look at how SDOH factors are affecting their population, I combined several telling factors into ‘peronsa-style’ groups, which painted a more realistic picture of their people.
“Metrics are nice, but elements like this really help us tell the story”
LAUNCH & FOLLOW-UP
Beta access, iteration, and follow-through
A handful of clients got beta access to the report and gave valuable feedback. Healthcare consultants like MMA and Koch could now bring something new and impactful to their clients — They loved it.
Phase 2 is set to expand on story-telling and identify key persona clusters which can be used to provide targeted benefits solutions
By implementing Fullstory, we tracked SDOH usage and saw over 34% of users access the report within the first 3 months; beating our goal of 25%
Going Beyond
Improve product sales
To help with awareness and marketing, I created lots of visuals for one-pagers, PDFs, and blogs which helped draw people to the product and company.
I do my best to give sales and marketing the proper value statements, materials, and imagery they need to land new deals.
All in all, this product was a win for the Artemis value prop as demonstrated by analytics on user activity.
If we had to do it again as an organization, we would have integrated the SDOH reports into the original code base, in order to keep the main offering more robust, rather than offering a ‘new app buy-up’
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