Customer Journey Research into authorisation in health care
You may well know Logius from DigiD or MijnOverheid. Using DigiD Machtigen, this organisation is now also going to administer the process of authorisation in the field of health care, so that you can get someone else to collect your medication, or arrange other matters with a health care provider by digital means.
In order to arrange health care matters for or on behalf of someone else digitally, it is essential that a secure and easy-to-use authorisation facility is available. This is not yet possible at present. In order to achieve this, health care providers are going to use DigiD Machtigen.
DigiD Machtigen allows someone to quickly and easily obtain or grant permission to arrange matters with health care providers. Without having to disclose your DigiD code.
The research needs of Logius
Logius wants to acquire more knowledge about the needs of the target group: those who will be using authorisation in health care. Logius will use that knowledge to offer citizens the best user experience in the authorisation process. As a result, they aim to find out:
- What sort of situations or context does the target group find itself in?
- What is the target group's feeling in relation to the term 'authorisation' and all that it implies?
- What motivates someone to use the process, or indeed not to use it?
- What steps do people think they will have to take, and what barriers do they expect to face?
Customer Journey Research
The customer journey research has identified all relevant steps surrounding the process of authorisation:
- The considerations that health care providers/carers and their clients/patients make before deciding to opt for the authorisation process.
- The point at which the authorisation is arranged.
- What people expect the authorisation process to achieve.
The stories of clients/patients and health care providers/carers are a key component of the journey. Step-by-step we have observed what people do, what their needs are and what difficulties they come up against. The results of the customer journey offer pointers for shaping the authorisation process and ensuring efficient communication.
Intensive collaboration with Logius
Customer journey researches always achieve the best result where there is collaboration between the client and Blauw. In the case of Logius the collaboration was more intensive than usual, because its in-house design and research team did the reporting itself. Blauw was called in because of our expertise in market research, and we conducted the interviews. Employees from various departments were present for the interviews, both to observe and actively make notes. Consequently, there was high commitment on the part of employees and empathy towards the target group. Blauw and Logius took on the analysis together.
Customer journey per persona
The research ultimately delivered four personas, each with an individual customer journey. These form the starting point for the design and process of the new authorisation. In addition to the customer journeys, the study also revealed a lot of insight into the motives behind whether or not to authorise someone to view health care-related data. So it is encouraging that stakeholders from other disciplines are involved too, so that they can put the results into action as well. It's great that many of them have been involved in this project right from the start.