healthcare
Fixing a rough service edge to reduce effort
This Canadian diagnostic lab saw more than 20 million visits to its bricks-and-mortar locations every year. Each visit generates a data trail that is accessible online, but the legacy one-time identity verification process relied on a code printed on a single piece of paper that each visitor received at the conclusion of their visit. Small detail, big problem: recovering lost codes was one of the single biggest call drivers for the business.
Key Details
- A confusing paper process was one of the largest call drivers for the business
- In-situ research, prototyping, and piloting built the case for building a self-serve solution
- Calls dropped by 40%, saving $300,000 in annualized OPEX
Our Approach
1
In order to root-cause this driver, we had to look beyond the blunt instrument of call data: we conducted observational research at bricks-and-mortar locations in order to better understand current practices around the crucial slip of paper, highlighting big gaps between standard operating procedure and actual practice that resulted in the paper being tossed by the patient, if it was shared at all.
2
The frontline team members who were responsible for educating patients on this process were confused at best, if not outright dismissive of the process’ importance. Uncovering the levers for change required iteration: we prototyped new collateral and job aides with clarified instructions before testing with team members and management to gather feedback.
3
After refining the prototypes, we piloted the new slip along with a refined standard operating procedure in four bricks and mortar locations, gathering feedback from both patients and staff suggesting that our redesigned slip could reduce calls on its own.
4
Sometimes, the magic of prototypes isn’t in the prototype itself, but in what it catalyzes internally. The root-cause discovery from our work, coupled with evidence from piloting that suggested that we could move the needle on this call driver, unlocked internal resources: in parallel with our pilot, we prototyped a new self-serve digital flow that drastically reduced the reliance on paper, and it moved swiftly into production priority.
Key Insights
Frontline staff didn’t fully understand the ‘why’ and ‘how’ of the existing identity verification process, so they couldn’t communicate it effectively to visitors (and sometimes ignored SOP altogether). Redesigning the paper slip and creating new job aides helped them to realize the importance and deliver the slip with clear instructions every time
Getting off paper altogether was imperative, but the team hadn’t been able to get the necessary digital fixes prioritized. Our observational insights (that the paper was often thrown out by visitors, if they received it at all) plus the rapid gains demonstrated by our paper piloting helped the team to get the digital fixes done
Outcome
40%
reduction in calls tied to implementation of the digital solution and refined operational practices, equivalent to $300,000 in annualized cost savings