Consultancy Design Strategy
Project Overview
My team and I provided our Client with a design strategy to appeal to and connect with Providers who are looking to become licensed or maintain their 245D licenses. Our Client has been supporting Home and Community Based Services (HCBS) care givers in Minnesota for the last 8 years. She is now seeking to continue supporting Minnesota Providers in a more hands-on way by starting her own consulting business.
My Role
UX Researcher and Designer, producing a system of touchpoints that strategically meet our Client’s goals. I conducted deep dive research and prototyped 2 unique parts of the system.
In This Case Study
OPPORTUNITY SPACE
How can I strategically design a system of touchpoints to meet the Client’s needs?
METHODOLOGY
Deep dive research, stakeholder interview, iterative model of identify & prototype
MULTI-TOUCHPOINT DESIGN STRATEGY
1. Pamphlets and A-frame signage
2. Social Media
3. Branded Website
-Comforting landing page
-Free Resources
—Discovery Quiz
-Portal
—245EZ
—Educational Videos
4. Email Funnels
APPENDIX
Brand Assets — Presentation Deck
STRATEGY STATEMENT
All user experience touch-points for the Client will help Applicants and Providers
to feel at ease and confident so that they are able to successfully obtain and maintain their 245D license to provide quality care for their community without out the fear of corrective actions, audits, or losing their license.
We will do this by focusing on using a warm and welcoming approach that serves both tech-savvy and not tech-savvy applicants and providers.
As a result we hope to see an improvement in the visibility of important steps to obtain and maintain a 245D license through an increase of approved applications and renewed licenses.
Multi-Touchpoint Strategy Map
How can I strategically design a system of touchpoints to meet the Client’s needs?
OPPORTUNITY SPACE
My Client has been supporting Home and Community Based Services (HCBS) care givers in Minnesota for the last 8 years. She is now seeking to continue supporting Minnesota Providers in a more hands-on way by starting her own consulting business. The problem: the process a Provider has to go through is confusing, written in legal language too complicated to understand unless well-versed in legal documentation, and the consequence for making a mistake means losing your license. For a Provider who just wants to serve their community and offer quality care to our most vulnerable population, this process is daunting, overwhelming, and required by law.
Our job was to propose a strategy that allows our Client to meet her Provider's needs through multiple touchpoints and we did that by creating a website concept, an email funnel concept, and by considering all types of clients when proposing marketing materials including digital forms of social media as well as physical items like pamphlets, a-frame signage, and we considered the 1:1 conversations that would take place in a clinic or community center.
The Strategy Statement we wrote was the heartbeat beneath each of our prototypes, and to ensure we maintained the integrity of the statement, we checked our prototypes against it regularly. We created a system of touchpoints that serves our Client’s goals well.
Current small example of complicated paperwork a Provider must do to become licensed.
Our team’s shared collaboration space as we began to form a strategy plan.
METHODOLOGY
For this collaborative project, I owned 2 main features:
An online Discovery Quiz, and the Email Funnel strategy.
I considered what the end users might find most valuable, both to make the process easier overall, and to build up their confidence as they use our Client’s services.
The Discovery Quiz concept would be one of the Free Resources found in the navigation. My vision for the discovery quiz was meant to serve prospective customers, the ones who are shopping around and haven’t yet determined what all goes into becoming an HCBS Provider. They might not know why they would need a consultant, but found my Client’s website or social media. This user sees a short quiz that helps them discover if they would benefit from hiring a consultant. I chose to use simple language as a low barrier-to entry for any web-surfing user and the questions are straightforward so as not to contribute to the already confusing process. The results of the quiz suggest whether the user is already in a good position or if they would benefit by hiring a consultant, but either way they are given the option to connect with our Client for a free 15 minute conversation.
DISCOVERY QUIZ
From left to right:
Step 1 | Concept sketch
Step 2 | Low-fidelity wireframe
Final annotated wireframe prototypes
The Email Funnel concept is separate from the website, but works in conjunction throughout the Provider's experience with our Client. In this case, the email funnel would begin once our Client is hired and the Provider's email address is added to a specific segment, which has pre-written emails already created with time delayed intervals between each one. Our focus was to deliver bite-sized pieces of the most important information to the Providers at the right time of their journey so that even if a provider didn’t use the resources available to them in the portal (which contained educational videos created by our Client to support the Providers through the complicated forms) they would still stay informed and on track. The prototype I designed illustrates an early stage concept of how we image the emails could look and function. We included a to-do list, important information depending on the stage of the process the providers are in, opportunities to connect with our Client for 1:1 meetings, and more.
EMAIL FUNNEL
From left to right:
Step 1 | Concept sketch
Step 2 | Low-fidelity wireframe
Final annotated wireframe prototypes
Appendix
Throughout this design process, we came up with branding assets based on color theory. Our main goal was to make users feel at ease and confident, so we chose a blue that evoked soothing feelings while also making our Client’s online presence professional and clean. This decision was made to build trust between the Providers and our Client. We also chose a font that was not only comforting while remaining professional, but that also passed our accessibility tests.
Finally, we packaged our deck, branding assets, and supportive material to our client. Our 11 minute video described our design strategy to our Client. Watch it here.
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