You may have noticed that it is easier to order pizza from your bed than to schedule a doctor’s appointment. Shouldn’t it be the other way around? As the Millennial generation becomes more in command of today’s products and services, many big companies and small startups are focused on trying to solve the puzzle of the bad health care user experience.
The Millennial generation, or roughly those born after the late 1970s, have grown up with user centered designed products, especially in their digital and online lives. Companies such as Apple, Nike, and Gap that have embraced user-centered design process, have transcended the traditional brand experience, and established a strong footholds with Millennials and have established personal connections with their products, and accepting differences. Health care system, which was initially designed to appeal to employers, or government, wasn’t designed around consumer. However, the expectation for better user experience is reshaping a health care landscape.
Sean Brennan, a senior envisioneer for the consultancy Continuum, says: “…it’s easier to create a 500-person event on Facebook than to make a doctor’s appointment.” This is not surprising since Mark Zuckerberg, Facebook founder, recommends to know your user first. He mentions that the user generation of your product is changing, and what might be applicable to your needs will be different for others. Zuckerberg goes out chats and observes college students and finds out what products they are using, their plans and thoughts. This helps Facebook to “drop the feature checklist,” and stay on top of their target audience’s needs.
Although the trend for healthcare industry changes, the industry standard has a long way to go to be user centric. Todd Hixon, Forbes contributor, has recently asked big health insurer senior exec, whose company is becoming more ”customer centric,” if they talked about making Explanation of Benefits understandable. The exec’s answer was “not really.”
Some health care companies such as Sutter Health, Unitedhealthcare Group, are rethinking their products around users, allowing them to create and track their appointments online, get test results faster, and stay in communication with their healthcare providers. These mobile or web apps are giving consumers something more than convenience, a feeling of transparency and being in control.
Even though some companies are reluctant to change their practices, McKinsey’s research shows that 70% of buying experiences are based on how the customer feels they are being treated. Meaning, user experience and customer feeling about the product will determine an adoption rate. Many healthcare start ups as well as established companies are recognizing it, and investing in their products in order to meet, or exceed customers’ expectations.
At Momentum, we’re helping health care facing products and applications to weave design thinking into their product’s and enrich the user experience. We are experimenting with forward thinking ideas that blend the best of design thinking, agile development, and others into fast-paced, collaborative environments that create user-centric competitive products.
So, if you don’t want to chew on the bitter pill of your product’s bad user experience, reach out and we’ll call you in the morning!