Context

How can we better support women in high-risk pregnancies?

*Due to confidentiality, this case study only discusses my approach and all identifying details have been removed. More details can be provided upon request.

A medical company needed to better understand the experience of pregnant women and opportunities to improve their customer experience. The team led a voice of the customer research effort with constant collaboration with the internal medical and innovation team. The project objective was to provide a patient-centered perspective on the challenges and opportunities during this life event.

Research

Developing the discussion guide and research plan

It is a complex time in these people’s lives, and we wanted to learn customer’s stories. Our research plan included both in-person interviews as well as online journals to gain a larger perspective. We wanted to learn about their experience, family and friends, barriers to health, and daily routines. Our discussion guide included:

In-home interviews and online journal

To gain the greatest understanding of their experience, we conducted in-home interviews. In-home interviews were helpful to observe their daily routine and dive deeper into their actions and environment. We used various interactive design tools as a method to understand their actions and priorities to their health.

To gain the perspective of routines, we conducted a hybrid survey / journal conducted over three days. We decided this was the best method to understand changes in their day-to-day life as well as their emotional state. The card sort in the journal helped us learn health priorities.

Insights

Where are the gaps in care?

After completion of the in-home interviews and online survey, we synthesized the data to develop a journey map, customer profiles, and opportunity areas.

The research helped the company gain a holistic and patient-centered perspective on how they can develop future services and products. For example:

• We learned that health habits need to start prior to pregnancy however there are barriers including a lack of awareness, access, and not expecting a pregnancy. Using quantitative data could help proactively identify women who would benefit from pre-pregnancy resources.

• The women we spoke with are motivated to have healthy pregnancies but barriers like a fear of safely working out or not knowing what questions to ask doctors, can cause challenges. Providing education and personalized resources could better support women.

The research also provided the health company leadership with both immediate opportunities for medical support and long-term recommendations for additional support.