As we think about human centered design, there are two ways to get into the hearts and minds of the people that we serve: First, there is the anecdotal, or what people say about their experience during an in-depth interview. This type of information gathering allows for deep understandings about the customers' identity, unmet needs, and potential pain points they may or may not be aware of. The second strategy is the broad overview achieved when gathering data. Great examples of companies that leverage this include Target, Amazon and Twitter.
This week we had a chance to talk to Scott, an employee at Twitter, where I learned that A/B testing is use constantly to achieve rapid adaptability. Ideally, automated systems are passive ways of gathering intelligence and facilitate rapid feedback to better understand consumers. Without systems in place to facilitate these processes, it would be impossible to keep up with the influx of information.
I believe the sweet spot is integrating the qualitative and the quantitative, or the anecdotal with the data.
But is this Feasible? Profitable? This week we looked outside the hospital to see who achieved high customer satisfaction we visited health care facilities, community organizations, and luxury hotels to see how they do it. We studied athletic apparel companies that elicit casual conversations with shoppers in order to gather insights about customer desires. While visiting a competing hospital in the area, this week I found three different methods of gathering consumer insights.
- Kiosk when you first walk in where you can check-in to any part of the hospital (Passive Data)
- There was an opinion box (Active solicitation)
- Opportunities to give back to nurses (Active solicitation)
I’m excited to look inside Sibley next week to understand current systems and infrastructure available for gathering and processing customer insights!