Human Factors Research

Various research techniques were used to collect insights, inspire new ideas and formulate strategic thinking for this project.  The design team spent time with experts and consumers learning about their environments, culture and habits.  The approach concentrated on deep information from a small number of people to understand why people act as they do, and what they might do in the future. Understanding motivations, values and context reveals not only what is wrong, but also how design thinking might fix existing problems and identify new opportunity areas.

The research included the following components:

  • Consumer Research – Over the course of three weeks the team visited 15 individuals across three states to explore peoples’ relationships to insurance and their needs as they relate to engagement, participation, and decision-making. The process relied on both interviews and observations, so the team could design for the natural inconsistencies of every day life.
  • Frontline Experts – A valuable lens for understanding the consumer perspective is to look through the eyes of those who help consumers navigate the alternatives before them. The team spoke to individuals who help consumer navigate public and private health coverage to learn about the issues, challenges, and opportunities that come with serving as an intermediary.
  • Stakeholders – Interviews with a range of health care stakeholders helped the team understand the context surrounding health care reform, the role the exchange experience will play, and the goals, motivations and needs of the stakeholders themselves.
  • Analogs – Analogous experiences helped the team learn how challenges are handled in parallel industries and added depth and nuance to the consumer insights.

The following indicates the reach timeline:

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