Last week, Hatch Valley led a team of designers and health care professionals for the two-day IIT 2015 BarnRaise event focused on “Improved Access to Care.” Hatch Valley was partnered with CareTree, a Chicago startup that provides a centralized, coordinated health record and communication platform that aids in the challenges of caring for a loved one.
The goal was to analyze CareTree and identify opportunities to engage with the caregivers directly and expand the user base by providing more value during the sign up process. To tackle this question, a handful of tools were leveraged to expose both the emotional and rational aspects of the business model, some of which included:
- Business Model Canvas
- User Personas
- Qualitative Customer Interviews via Focus Groups
- Competitor Perspective Map
- Service Blueprint Journey Map
The team uncovered four key insights that focus on improving the initial customer intake and growing their CareTree usage over time:
- The term “caregiver” doesn’t resonate with the target market
- The target market needs guidance to get started using the platform
- Emotional support for the customer can be provided by with helping them manage logistics
- Customer engagement shouldn’t end when the user logs out of the platform
Over the two days we heard beautiful stories of care taking, shared methodologies to discover new ways of thinking, and ate our way through Chicago’s best eats one meal at a time. A big THANK YOU to the Carl from CareTree and our talented team: Amanda, Jie, Nathan, Rob, and Stephanie.