Digital Transformation Office’s customer capability framework.
Design Brief: A framework that showcases the value of the Digital Transformation Office’s Portfolio through the lens of a customer.
Outcome: By applying this framework, the Digital Transformation Office can showcase the tangible benefits and value that digital transformation initiatives bring to customers. From a customer's perspective, this approach results in a seamless, personalized, and convenient experience while interacting with the organization, ultimately fostering customer loyalty and satisfaction.
Intended Audience: Clinicians and Marketing Team
Timeline: 3 Months
Certain aspects of this project are under NDA. Please get in touch to know more.
Design Process
As part of this project, I conducted extensive research and analysis of the Digital Transformation Office's (DTO) portfolio. This involved studying the various digital transformation initiatives undertaken by the organization and evaluating their impact on customers. To effectively communicate the value of DTO, I utilized existing user personas to gain a deep understanding of the target audience.
To visually depict the customer journey and showcase the benefits of DTO's portfolio, I created a storyboard. This storyboard illustrated the step-by-step interactions and touchpoints between customers and the organization throughout the digital transformation process. By mapping out this journey, I was able to identify potential pain points, opportunities for improvement, and areas where DTO's value proposition could be effectively highlighted.
Throughout the development of the capability framework, I iterated on the initial concepts to ensure a perfect representation of DTO's value. This involved incorporating feedback from stakeholders, conducting user testing, and refining the framework based on the insights gained. By aligning the capability framework with the identified user personas and the customer journey depicted in the storyboard, I ensured a comprehensive and targeted representation of DTO's value proposition.
Prototyping
To create a more comprehensive framework, I divided the customer journey into three distinct phases: pre-visit, point of care, and post-visit. Each phase addresses specific touchpoints and activities that occur throughout the customer's interaction with the organization.
Pre-Visit: The pre-visit phase focuses on activities that happen before the customer engages directly with the organization. This phase includes:
Research and Discovery: Customers explore information about the organization's products, services, and digital offerings. They may visit the website, read reviews, or seek recommendations from others.
Access and Scheduling: Customers access online platforms or apps to schedule appointments, check availability, and manage their preferences.
Personalization: Leveraging user personas and data analytics, the organization tailors marketing messages and content to match the specific needs and interests of the customer.
Communication Channels: The organization provides various communication channels (e.g., chatbots, email, social media) for customers to ask questions, seek assistance, or gather more information.
Point of Care: The point of care phase involves the actual interaction between the customer and the organization. This phase encompasses:
Seamlessness and Efficiency: The organization ensures a seamless transition from the pre-visit phase to the point of care. This may include easy check-in processes, digital forms, and minimizing waiting times.
Personalized Service: The organization utilizes the customer's data and preferences to provide personalized recommendations, customized treatments, or tailored solutions to address their specific needs.
Accessibility and Convenience: Digital tools and platforms are utilized to enhance the customer experience. This may include virtual consultations, remote monitoring, or providing easy access to relevant resources or educational materials.
Post-Visit: The post-visit phase focuses on activities and interactions that occur after the point of care. This phase includes:
Follow-up and Support: The organization follows up with the customer to ensure satisfaction, provide post-care instructions, and address any additional needs or concerns that arise.
Feedback and Reviews: Customers are given opportunities to provide feedback and share their experiences through surveys, reviews, or testimonials. This feedback is used to improve services and identify areas for further enhancement.
Continuous Improvement: The organization analyzes customer feedback, metrics, and data to identify areas for improvement, refine processes, and enhance the overall customer experience.
By dividing the framework into pre-visit, point of care, and post-visit phases, organizations can comprehensively address the customer journey. This approach ensures that all critical touchpoints are considered and optimized, resulting in a seamless, personalized, and satisfying customer experience throughout their interaction with the organization.
