Tom Reed, Edison

About

Edison is New Zealand's leading preventative healthcare specialist, utilising technology and biological data to provide hyper-personalised healthcare for individuals striving to reach their full potential.

Edison’s consultation, delivery and maintenance process is complex and has many touch-points. Internal research found that most customers had difficulty adhering to their personalised plans due to a lack of communication with their assigned healthcare professional and the delivery of plans in PDF format.

As the product design lead, I spearheaded a 5-month discovery and delivery of digital products to help customers better manage their plans to form daily habits and improve their health.

The problem

Our high net worth and health conscious clients are operating blind when it comes to their health data because their goals and health insights aren't accessible or easy to digest, making it difficult to keep track of their progress and visualise their direction. If we can solve this problem, it would impact our business class and premium economy clients positively by breaking down goals into actions and visualising progress through simplified data insights and an intuitive, interactive experience. It would also benefit our business by de-loading our staff, creating decision and delivery efficiency and improving organisational communication.

The existing journey (Acquisition)

When deeply understanding the current customer flow we found that customers felt well informed and taken care of up until the point of receiving their comprehensive health results.

There was frustration of having paid for the assessment and having not received anything actionable until they received their first protocol. As a result their initial excitement faded, which had an adverse effect on their motivation.

The protocol itself initially made sense to most customers, however during adherence they found the information in the PDF documents hard to dissect and keep track of. They found there was too much information and no framework to keep track of their adherence or progression. Many customers also complained about not having direct communication with their clinician when looking for assistance. There is also little to no flexibility in the plans, which caused customers to lose interest through boredom and lack of personalisation to meet busy lifestyles.

(Retention)

This resulted in assumed low levels in adherence of protocols, shown in customer surveys and health results. Customers also showed to be untruthful about their adherence as there was no way of tracking their adherence.

These problems tended to be cyclical for each 90 day period until eventually customer lost interest due to continually failing to reach their goals and milestones.

How might we...

Leverage data provided by clients to generate contextual and actionable insights.

Ensure clients feel supported 24/7 through bite-sized coaching and timely communication.

Attract new clients and retain current ones by providing a great experience and high levels of engagement.

Guide clients towards setting and reaching meaningful goals through achievable milestones that create good habits.

The solution

We are envisioning a digital companion app that synthesises and displays contextual, timely and actionable insights and information for each Edison member under a Care Plan, with strong focus on personalisation, clear communication and excellent user experience.