Walking in the Customer’s Shoes
Building Empathy
Overview
Over 8 weeks I lead the research and design, working with, Product Managers, Implementations Team, Associate Designer, and a Research Intern.
Why
Opportunity to tag research onto existing OKR.
The implementation team was making an effort to be better aligned with the client's perspective and I raised my hand to propose and lead this initiative.
Goals
Behavioral Archetypes
• To further the understanding of how admins create and manage their programs.
• Identify how Administrators think about program design (i.e. creation and management).
• Update persona to a spectrum of personas by creating behavioral archetypes.
• Validate with insights from real clients.
Looking for reasoning, reactions, and guiding principles
• What did they value most about their wellness program?
• How was the current solution working out for them today?
• How are the activities and challenges resonating with their population?
Who I Spoke with
12
Clients of various sizes and industries
4
SMB clients
8
Enterprise clients
Interviews
Participants were volunteers that were suggested by their Account Manager.
The AM gave soft introductions via email and we replied with details about our intentions.
Looking for reasoning, reactions, and guiding principles
I lead the interviews and had my supporting notetakers fill out our template as the interview was taking place or right after.
• How does managing Aduro’s program fall into your day-to-day work?
• How do you prioritize managing your wellness program with your other responsibilities?
• Tell me more about your program design, what are you truly looking to achieve?
Interview Recaps
After the research experience we sent the Admin and AM a thank you with recaps of what we heard and gave the the opportunity to add other details or call out any inaccuracies in our notes.
Client Admin Archetypes
Client Admins can be identified as a spectrum of admins and can fall into one or many of these archetypes usually depending on the behaviors of the wellness team.
This spectrum is grouped in the amount of time dedicated to programming design and maintenance.
These admins were more often than not going above and beyond for their participants
• Even the outcomes-based programs are value diversity in their program designs.
• Some have teams to assist w/ program design some are one-person bands with the program design being the least of their concerns.
• We’ve seen this before and it’s important to be reminded of, everyone we talked to brought this up.
• Admins want us to be their guide and they're okay with templated programs.
Conclusions
So What, Now What?
I had a spectrum of our users. how can I add value to the implementations team?
I guided the team to focus on the Plug and Play archetype. This was the most important to focus on in order to push them to become Culture Creators. The business wouldn’t benefit from focusing on the plug and Play archetypes because the impact to effort was not aligned.