Consumer & Market Intelligence Portal

Spectrum Health, a $5 Billion integrated health system in West Michigan is focused on making patient experience their number one priority. To do so, leaders need easy access to business data to inform strategic decisions.

INTRODUCTION

Data sits in silos across the organization, the Consumer and Market Insights (CMI) team handles a majority of data requests

In addition to quarterly reports sent to all leaders, the CMI team is responsible for handling random data requests from leaders and decision makers from all across the system. While team is pushing to improve our data science and forecasting capabilities, we also have to balance responding to data requests on a daily basis.

My Role

User Research and analysis
Sketches & Wireframes
Design
Prototyping
Usability testing 

THE PROBLEM

How do we help business leaders get data, faster

While also reducing our current work load and free up our time and resources to build a best in class health care data science and consumer insights team.

Self service tool

To allow us focus on building an advanced data science and consumer insights function.

RESEARCH & DISCOVERY

We spoke to 35 leaders from across the health system

Being a large organization made up of multiple acquisitions spread across almost a third of the state of Michigan, we wanted to make sure we got as much information from a diverse cross section of leaders - both clinical and corporate.

The research plan:

How they currently get data
Cross functional data collection vs. a siloed approach.
Their experience working with and requesting data from the CMI team or others.
Size of their team
Data analysts that report to them.
How they curate and share business data with their direct reports.
Prioritizing consumer data in decison making
Expertise with consumer data - surveys, patient feedback, brand awareness/tracking data.
Strategic plans that prioritize patient experience.
Technical capability
Their access and familiarity with data and analytics tools - Business Objects, Tableau, SQL server, automated reports, and so on.
PERSONA
What we learned from the interviews helped clarify the user's needs

Directors or above

Busy schedules.
‍Managing large teams.
Mostly corporate but also supporting clinical business units.
Want data at their fingertips without asking an analyst.

Want a single source of truth

Breakdown siloes and provide a clear line of visibility to all relevant data.
Don't always know where to look or who to call to get certain data.

Want a tool that's easy to navigate

Simple to read, understand, and share without an analyst.
Faster than usual CMI data request.
Need simple data points to answer  questions during meetings.

All data requests fall into one of these 6 categories

Market Share
Competitor Data
Market Demographics
In Patient & Out Patient Market Data
Transfer Data
Patient Travel Patterns
SKETCHES

Our solution - a webapp to lookup and find business data

Spectrum Health's I.T infrastructure has very strict security standards, and created a unique challenge for us making it almost impossible to deploy any application that pulls live data.

We created a Low-Code solution with a simple frontend user interface that compiles the user's selections into a url and then takes them to filtered a Tableau dashboard.

USERFLOW

Mapping out all possible user paths from each of the 6 core buckets

We built out every possible path with options we chose based on years or experience handling data requests.

Building a dynamic url based on the user's selections

The final link that takes the user to the right dashboard is created based on the users choices. Compiled with Javascript.

SKETCHES

SKETCHES

DESIGN

Testing the prototype with a handful of users for early feedback

We needed to ensure that everyone could easily find data and get the answers they were looking for, without sending an email or calling the CMI team.

REDUCING FRICTION

Early feedback uncovered a roadblock to seamless onboarding

A lot users are familiar with Tableau, a company wide tool for data and anlytics dashboard, but a only a handful clearly understand how to drill down in to charts, market definitions, and how use advanced filters effectively.

Using video to help users learn how to use the web app

We created videos for all the dashboards, explaining their data sources, data definitions, filters, and how to share reports.

OUTCOMES

Launched April 2018 - available to all employees as the systemwide tool for simple data and analytics.

Reduced turn around time for data requests from several days to minutes.

CONCLUSION

The CMI portal changed how both clinical and corporate leaders made strategic decisions at Spectrum Health, using a web app to get instant access to business data without waiting on an analyst.

My one takeaway from this project - being open to using "Low-Code/No-Code" solutions, rather than relying on custom development, especially when it helps build and launch solutions faster.