Cambia Personas and Journeys
Like many companies, Cambia wanted to better understand their customers. A small team set about reviewing several years of interviews to uncover patterns and trends and eventually identify 5 personas.
Working cross-functionally, we created journey maps outlining the distinct experiences for each persona from the young, less experienced employee to the household “CFO". Ultimately, the work impacted the organization by providing a shorthand to understand the variety of customers we had, provided a person to tether to when creating new product and service designs (is this for Connie or Huan?) and helped employees around the organization understand that the lives of our customers were likely different from their own.
Industry data showed how much health insurance was lagging. We needed to do things differently. It was determined that onboarding, making sure that people truly understood their plans at the beginning, was the best way to start. But first, we needed to know more about the different types of people and their journeys.
We reviwed a year’s worth of interviews, found trends and patterns and created 5 personas.
Once we had personas, we set about white boarding each scenario. We outlined each persona’s unique journey and then set about finding out ALL of the touchpoints in their onboarding and use journey.
And I do mean ALL of the documentation….
The work was handed off in story form to a local illustrator who brought it to life. He gave life to the personas, highlighted places where the journey was challenging, and called out differences in each journey.
In addition we made “trading cards” with key attributes of each persona, a “persona room” where the lifestyle of each persona could be viewed and documented their details in an easy access pdf.
