Project Context
HCD is a framework for building products and services that puts users – the humans who use the product or service – front and center. HCD is a set of practices that seeks to understand users’ needs, constraints, contexts, behaviors, and wants, so that the people building the product or service can build deep empathy with them, generate multiple ideas to help solve their problems, and arrive at a solution via rapid prototyping, testing, and iteration.
This case study details the application of Human-Centered Design (HCD) principles in addressing a significant challenge faced by our customers seeking to enhance its product user experience. By prioritizing user needs, involving stakeholders, and iterating through design processes, agencies was able to implement an innovative solution that resulted in substantial improvements and key benefits.
Challenge
A Government healthcare agency identified a critical challenge related to user dissatisfaction and a high rate of product abandonment for a critical program which is designed to manage the healthcare fraud, waste, and abuse cases. In addition to a diverse portfolio of both internal and external agency users, user feedback indicated that the existing user interface was complex, rigid, and slow, creating roadblock for efficient case investigation, leading to user frustration and a steep learning curve. The challenge was to revamp the user experience to make it more efficient, intuitive, engaging, and aligned with user needs and expectations and expedite the case investigation process and timeline.
Solution
Embracing the principles of Human-Centered Design, the Team initiated a comprehensive HCD process. This involved extensive user research through a combination of various methods to ensure that all key stakeholders’ needs are observed, analyzed, and met. Our methods included ethnographic research, participatory research, and evaluative research to understand pain points, preferences, and behaviors. Prototyping and iterative testing allowed the team to gather quick and direct feedback and refine the design continuously. Collaborative workshops with stakeholders, including developers and customer support, ensured a holistic approach to problem-solving. The solution involved a streamlined and intuitive user interface, simplified navigation, and personalized features based on user preferences.
Key Results & Positive Outcomes
The implementation of the redesigned user experience yielded remarkable results. User engagement increased significantly, and the product abandonment rate decreased substantially. Positive feedback from users highlighted the ease of use and improved satisfaction. The iterative design process allowed the team to address unforeseen issues promptly, ensuring a seamless transition for existing users.
Improved User Satisfaction: The HCD approach led to a user-centric design that resonated with the target audience, resulting in higher satisfaction levels.
Reduced Abandonment Rate: The intuitive interface and streamlined navigation contributed to a notable decrease in product abandonment, indicating improved user retention.
Efficient Development: Involving stakeholders in the design process from the beginning streamlined development, reducing the need for significant post-production adjustments.
Positive Brand Perception: The successful redesign not only enhanced the product but also positively impacted the company's brand perception, establishing it as a customer-centric organization.