Human-Centered Design

Consumer Experience, Culture, Empathy, Human-Centered Design, Leadership, Mindset, storytelling

The Power of YES! In Life, We all Need ‘Team Jimmy’


It is my honor to have not only an amazing family in life, but also, amazing friends and colleagues. This blog is written by one of them: Steve Junion. Enjoy! 

The process of Consumer-Centered Innovation often generates fear in both executives and their front-line employees. One our greatest passions here at Nason Group is to help people overcome their fears and succeed at higher levels than they may have believed possible!

The Story…

As I waited with my family to take a ride on a huge water slide, I notice a young man we will call Jimmy. He was approximately 11 years old and was clearly agonizing like a stock broker during the recession. The anticipation of getting on the water slide, with a five story, seven second drop, had bent him over in physical pain. As I continued to observe him, he came close to hyperventilating and was in tears.

Me: ‘Hey kid, what’s your name?’

Kid: ‘Jimmy’

Me: ‘You got this buddy – you can do it’.

Jimmy: ‘No! No, I don’t think I can do this!’

Me: ‘Alright Jimmy, first thing you got to do is breathe. We don’t need you passing  out! Pausing for a moment, I continued, ‘You got it buddy. I know you are scared AND you got a lot of people up here cheering you on”.

Everyone turned to look at me. They had originally been only observing Jimmy’s meltdown and now I was dragging them onto ‘Team Jimmy’. I continued to encourage Jimmy, and at the same time initiated intermittent group cheers. Jimmy eventually negotiated with the lifeguard to allow him time inside the ‘pod’ before the door was shut. After sitting in the pod for a moment, the door shut and we all became very quiet. 3-2-1. Whoosh!

In under seven seconds Jimmy was at the bottom. Two minutes later, he was back up and ready to do it again – collecting high fives from ‘Team Jimmy’. Jimmy was beaming with pride after facing his fears. This single event altered how Jimmy views himself – and strengthened his personal courage to face and overcome challenges throughout his life.

What I Learned and What You Can Learn…

Many of us have stress inducers in our workplace and personal life. This stress holds us back and prevents us from experiencing higher levels of happiness and success. Here are four things Jimmy taught me that I believe can help all of us:

  1. We all need someone to have our back. More people are willing to support you than you may realize. Seek them out!
  2. The first person to step out of their comfort zone is going to feel like Jimmy. As a leader, it’s up to you to build a support team.
  3. Facing your fears at work can cause stress – however, most stress is self-induced.
  4. To overcome fear and reduce stress, shift your mindset to Yes!. Focus on your breathing and be willing to take a risk – it is not as scary as the story you tell yourself.

What You and I Can Do…

First, identify the stress inducers in your work and/or personal life. Next, like Jimmy at the height of his panic, pause for a moment and consciously slow your breathing. This will help to take you out of the “flight or fight” mentality. Next, bravely step into that ‘place of fear’ whether it be a conversation or taking action. When you come out the other side, and you will, you’ll realize that your five-story drop wasn’t as terrifying as you originally thought it would be – and you’ll be ready to take on the next challenge!


 

Consumer Experience, Healthcare, Human-Centered Design, Well-Being, wellness

To He** With Traditional Healthcare! Move Over, There Is Something Better!


The Story…

Well, YES, I did say it! To Hell With Traditional Healthcare! This week I am going to diverge from The Power of Yes In Innovation, to a project that I have witnessed come to life over the past couple of years.

As many of you know, I spent some time as Chief Innovation Officer at Xavier Dr.Amy&Dr.ElenorUniversity. I helped to create and start up the Xavier Center for Innovation. During this time I met one of the most innovative and amazing doctors, Dr. Amy Mechley, MD.

Dr. Amy has a passion and desire to see things done differently in patient care. If you read my blog, It Never Ends…The Journey To The Consumer,  I spoke about “humanizing” health care again. This is a passion for Dr. Amy and her partner, Dr. Eleanor Glass.  I am excited to say the time has come –  they are launching their practice here in Cincinnati – Integrative Family Care.

For the past couple of years, I have spent time talking, ideating, and learning so much about this concept known as Direct Primary Care or DPC.  I will get into this more in a bit – but here is a quick definition from their website:

Direct Primary Care is a simpler way of delivering primary care. It’s an old-fashioned model with a twist. You pay your doctor a monthly fee and that’s it. All your visits are included. And best of all you have quick access with no more three week wait for an appointment.  You have a quick question? Just text me. Not sure if you really need to come in? We can videochat.

Yes! It really is that simple! All of that is included and more. Just go see for yourself! 

What I Learned And What You Can Learn…

WOW! I have learned so much about this concept – it is almost impossible to share it all. Here is a new info-graph our team help put together to explain exactly what Direct Primary Care is and how it works:

Screenshot 2017-07-06 06.48.55

Five Key Elements:

  • My Doc, Right Away – In the DPC model you see, talk to, or video chat with your doctor within 24 – 48 hours. There are many times that it is even faster. Imagine that! A model focused on the patient and not on the system.
  • Saves Me Money – This is a fee-based model. You pay a single monthly fee. No more hidden costs! Full transparency! Yes, you really do take the middle man out.
  • My Choice: Text, Video, Email – Care the way I as a patient desire it. Imagine a parent with a sick child. You no longer have to take the child into the office to expose them to more germs. You can have your visit over video, and best of all, it is HIPAA secured.
  • Longer Appointments – I don’t know about you, but I am sick of having to rush through appointments with my doctor that starts an hour late. Imagine being able to sit and discuss not only my issues for today but my overall well-being. Or, what if the whole family could come in one visit! Consumer-patient friendly care!
  • Family Docs – Isn’t this what care was supposed to be? My whole family is covered and our well-being is at the center of the healthcare experience – not a financially motivated system trying to get their money. Real authentic care! I’m in for this!

What You And I Can Do…

Try it. See if it is for you and your family. Research to see if you have any Direct Primary Care physicians in your area. For so long we have been asking for transparency, authenticity, and humanization of health care. I believe this is the way.

Is it perfect? Probably not. But, is it better than anything I have seen out there? Absolutely! If you have questions, send me a note to Dr. AmyDr. Eleanor, or myself. We believe in this and we are ready to see the face of health care change!

Screenshot 2017-07-06 11.39.08

Consumer Experience, Design Thinking, Human-Centered Design, Innovation, Power of Yes

The Power Of A Premium Consumer Experience


All of us have experienced it from time to time – the Power Of A Premium Consumer Experience!  Whether it is on the phone or in person, you leave that experience feeling special.

The Story…

Recently our team began working with one of our partners to lay the foundation
for this type of premium experience for their members. Two of the foundational UNADJUSTEDNONRAW_thumb_2748tools we use is ethnographic research and empathy mapping. During this process, we did live interviews, made phone calls, and created “How Might We” statements. Two of the test phone calls were to healthcare companies, and one to a service based company.

Let me say this, two of those experiences were anything but premium, and one did not let us down at all. They provided fantastic service. Now I know, you want to know the names of those companies – but I am not going to reveal them on this blog. With that said, you can probably guess which ones were which, but I will tell you, both of our calls within the healthcare industry were not only dissatisfactory but overall, unhelpful. The one in the service industry went above and beyond to not only meet our needs but exceed them.

What We Learned…

I have stated over and over again, that there is so much to learn from organizations that are service based and built around the needs of the consumer. Recently, I read an article on the 5 publixCompanies With Envy-Worthy Customer Experience. The companies are Zappos, Publix, Southwest Airlines, USAA, and Nordstrom’s. I have had personal experience with four of them, and they each focus on the consumer first on the consumer above anything else. I want to share a bit of my experience with Publix. For those of you who do not know Publix, they are a grocery store. I no longer live where there is a Publix, and miss it every day. When we travel back to where we can find one, we make it a point to shop there. Why? Because they lived by the three principles we live by here at the Nason Group.

I want to share a bit of my experience with Publix. For those of you who do not know Publix, they are a grocery store. I no longer live where there is a Publix and miss it every day. When we travel back to where we can find one, we make it a point to shop there. Why? Because they lived by the three principles we live by here at the Nason Group. They KNEW US, SURPRISED US, AND MADE IT EASY FOR US to shop there. Whether it is knowing our name or our tastes – they consistently meet our needs and make us feel like we were #1!

What We Can Do…

The Power Of A Premium Consumer Experience has no price tag to it. As the Nason Group works with partners we cannot stress this enough. Our value proposition to organizations is that we MEET PEOPLE WHERE THEY ARE AT! Invest up front to meet your consumer where they are at and it will not only bring loyalty but ultimately revenue and profits to your business. We will continue to live by this motto and encourage every one of our partners to do the same.

What You Can Do…

Take 30 minutes this week and go spend time with your consumer. Ask them 3 simple questions.

  1. What do you like about our product or service?
  2. What is one thing you would change about our product or service?
  3. How can we get to know you better?
Consumer Experience, Design Thinking, Empathy, Healthcare, Human-Centered Design, Innovation

And So It Begins…The Journey To The Consumer!


The Story…

It’s 8:30 in the morning, the room is set, and there are two crazy facilitators at the front of the room. You look at the walls and there are “How Might We…” maps, Journey Maps, a Business Model Canvas, and tons of markers and post-its all over the tables.

Some of you will remember the first time you walked into a room set-up like that. You might have felt uneasy! Perhaps you were even a bit afraid! Some of you may have felt strong resistance and thought to yourself,  “No Way, I’m not doing this!”

Well, this scene was no different. One by one they entered the room – not really sure what was about to take place, but willing to give it a try! The facilitators joined all 10 of their key stakeholders at the table – we were all ready to go! And so it begins (dun-dun-dundun) – The Journey To The Consumer!

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This was the dynamic scene that our team was honored to facilitate this week. We are working with an empathy-driven partner as they begin to peel back the layers to build a stronger relationship with their members.

We met two of the executives from this organization in July of last year where they heard Shawn speak about Breaking The Rules! These executives were excited, intrigued, and ready to take on this amazing opportunity. And so, the journey began this week. You will hear more about their experience over the next 10 – 12 weeks: What we learned! What we failed at! But most important, how we impacted the lives of their members!

What We Learned…

Over the past several years, in many different organizations, our team has led events just like this – and each and every time, we all learn something new. What I love the most is at the end of every day we ask that question, “What Did You Learn?” Here are some of the answers we heard the last two days:

  • No better time than now… Gotta do it right!
  • Now’s the time, we are a fresh pair of eyes!
  • Energized!
  • Having this conversation is critical!
  • Grateful!

These are very powerful words for each of us to hear. We at the Nason Group learned this week, that the group we are working with have heart, have passion, and possess a sincere desire to put the member first! The challenge before this team may be big, but we absolutely believe they can do it!

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What We Will Do…

It is simple! We will stand with and support this team on their journey. We will help guide, direct, and, point them in directions that lead them straight to the consumer. The journey to the consumer is not always easy, but it is always the right way to go. We are also committed to helping this organization with the tools and knowledge to move this work forward long after we are out of there.

What You Can Do…

Very simple! Take the first steps to begin this journey in your organization or business. If you know someone that can help you with it great. Find them and ask for their help. If not, reach out to us at the Nason Group! We partner with you and help you meet the needs of your consumer! One piece of advice, don’t be afraid to start the journey! There is no better time than now!

Consumer Experience, Empathy, Power of Yes

Surprise, Surprise! – The Ability To SURPRISE Your Consumer!


The Story…

Many have heard me say, that it only takes three principles to build a consumer experience model. Those three principles are simple: Know Me, Surprise Me, and Make It Easy! That is where the hard part comes in, keeping it simple!

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” ~ Steve Jobs

The story goes something like this: There once was a family visiting Walt Disney World. It was a beautiful fall morning, and the family had just finished breakfast at Disney’s Animal Kingdom. They were waiting to use their next fast pass, so they decided to do some window shopping. At one of the confectionary shops, they came across an amazing display of caramel apples that looked like different animals. A Disney cast member greeted the family with a simple, hello! As the family was standing there admiring the creative work, the daughter looked up to her father and asked if she could have one (now remember, they had just finished breakfast.) The father told his daughter, “Honey, not now! We just finished eating.” 

The family went to leave the store to make their way to the ride, when the father felt a slight tap on his shoulder. He turned around and it was that cast member. img_5927The cast member politely asked if they could present a small gift to his daughter. The father said, YES! What the father did not know is that cast member had been listening so well, that they heard the girl ask specifically for the elephant caramel apple. And, there it was, in a  lovely box ready to give to her. The little girl was so happy and asked her father if she could keep it. Well of course, the father had to say, Yes!

This story is about my family and my daughter. Now, some people might have been upset over the interaction, but to be frank, I was totally SURPRISED! That cast member knew we could afford to buy that apple, but they wanted to do something unforgettable and incredibly powerful for my daughter and me.

The Learning…

That experience happened months ago – and yet, it is still fresh in my mind. It was so simple for that cast member to provide an unforgettable experience. She lived out the principles of Know Me, Surprise Me, Make it Easy to a tee. She took the time to listen. 

Here is my learning: listen, listen, listen! The cast member got to KNOW my family and ME in a short period by listening to our conversation. She saw an opportunity to SURPRISE ME by getting to my daughter’s heart and in doing so, she created a magical experience for me as well. Finally, she MADE IT EASY with a single $5 apple. For the rest of that day, my daughter could talk of nothing else but the experience of receiving that little elephant.

“Speak in such a way that others love to listen to you. Listen in such a way that others love to speak to you!”

What We Can Do…

Listening is a simple concept, but again, sometimes it is also the most complicated thing to do. I will LISTEN to those around me. Whether it is my wife, my children, a co-worker, or our consumer.
We all have a listen-learningstory, and it deserves to be heard. As a matter of fact, consumers expect and demand it today. Mason Thelen in his article From ‘Mad Men’ to ‘Math Men’: Listen To Your Customers Not Your Gut discusses three main concepts around personalization, silos, and technology. The customer is telling us what they want; we just have to LISTEN!

Take 30 minutes this week. Hit the streets! Listen to those around you. Get to know your consumer or customer. They will tell you what they want and need. It is our job to take it to the next level.

Remember this: KNOW ME, SURPRISE ME, and MAKE IT EASY!

 

Consumer Experience, Human-Centered Design, Innovation, Leadership

Creating A Magical Experience! How You Go From Finance To Consumer-Centered Innovation!


I get asked frequently, “Shawn, how did you get into innovation & consumer experience?” My journey is probably not much different to many of us that work in the industry. You are doing one thing one day, and than the next day you want to do something different. I had spent the first part of my career as a musician and I was living in Orlando. My wife and I are huge Disney fans, so I took a leap and applied for a finance position (because that is a logical jump) and I got it.

Over the next six years, I had an incredible journey. I worked with extraordinary cast members, learned a great deal, and even worked with the Disney Cruise Line. Let me be clear! Disney has a culture of innovation. You begin to find yourself thinking differently – looking at things from a new perspective and ultimately, crafting business decisions differently. In the final part of my journey at Disney, I had the honor to become a Walt Disney Imagineer – an experience that transformed me.

WOW! What a journey it was!  It was an incredible time in my life. I got to do CONSUMER CENTERED INNOVATION Disney style. I learned two things that changed the course of my life.

First, I learned I hated finance!

Second, I learned there is no price tag on creating an experience for your guest, customer, or consumer!

In the two minute video below I share some my thoughts around embracing innovation and creating a premium consumer experience:

As I stated above and shared in the video, there is no price to creating a premium experience for your consumer – whether it be your end-user, a stakeholder, or the person sitting next to you. This idea has become such a passion of mine over the past five years, and I am determined that we can disrupt industries that do not do this well.

Just recently I read an article by, Steve Towers, titled, “The five crucial things successful CX companies do every day.” Here are those five things:

  • Top teams understand CX success and get out of the way of their people to let them get on with it.
  • Customer needs are understood and developed to create the organizational alignment towards successful customer outcomes.
  • Being customer-centric isn’t about projects – it is a state of mind.
  • Successful CX transcends measures and implements a rigorous feedback/feed forward framework.
  • CX is both the strategy and the operational objective to overcome needless complexity.

Although I do not know if I agree that these are the top five, I do agree you must start somewhere. That somewhere is with your consumer at not only in the center of what you do but on the whole journey! Involve them like never before! 

Today, I leave you with this thought: What are you doing for your consumer? Are you focused on them in everything you do? It is not always easy, and sometimes it can be challenging. Take 30 minutes this week and do the following things:

  1. INSIGHTS: Research three (3) companies that are consumer-centered and are known for their experiences (Nordstrom, Disney, Amazon, Marriott, Delta).
  2. INITIATE: Write down what it is that sticks out to you about those experiences.
  3. IDEATE: Think out of the box! Create potential ideas, solutions, or products you could do using those experiences within your business.

Have Fun!

embraceinnovation

I would love to share your story on the POWER OF YES in INNOVATION in my upcoming book! Send me an email with your story.

Consumer Experience, Design Thinking, Human-Centered Design, Innovation, Leadership, Power of Yes, Teams

“The Good, The Bad, and The Ugly” of Innovation – Video Blog


What I Learned…

Recently, I shared my experience around what it is like to start a center for innovation. Here is a 7-minute video where I answered some of the following questions or statements:

  • State of mind when starting a center for innovation
  • How have I personally and professionally changed?
  • What encouragement would I give leaders?
  • Words of caution or wisdom

What I Learned…

The past five years have been an incredible journey and roller coaster. As I look back on them, I realized I would not change a thing. If it were not for the good, the bad, and the ugly, I would not be who I am today as a leader or as a person. I have followed my passion and my dreams – and WOW, it is empowering!

What I Will Do…

On this journey, I have learned one thing about me as a person. I have the ability to connect and build relationships and see things in leaders that they may not see in themselves. My mission now as a leader is to equip others with the courage, passion, and resilience to do this thing call INNOVATION!

What Can You Do…

So, what can you do? Take 15 minutes today and think of the one person you can encourage in life or help find their passion. Call them, text them, or write to them!

Share your experience as a word of encouragement.

Share your experience so they may not have to go through the same things you have.

Share your experience to help them get to the next step.  

I would love to share your story on the POWER OF YES in INNOVATION in my upcoming book! Send me an email with your story.

Thank you to Mark McFerron for your creative mind in this video and Brownrygg Woolls for your mad video skills!

 

Consumer Experience, Design, Design Thinking, Human-Centered Design, Innovation, Strategy

Who Is The System Designed For? Consumerism: The Priority In Healthcare!


What I Was Doing – The Story…

Well, here I go again! I’m going to get on my pedestal and talk about how frustrating it is to hear about patients (consumers) having unacceptable experiences within our healthcare system. As many of you know, my life and career is focused on creating experiences and innovations that focus on the consumer rather it be a provider, patient, nurse, or vendor.

Two weeks ago I shared my encounter with Gary Hoover and his statement, “To make a difference in healthcare we need to study the great service organizations of the past and of today!” Gary was right! I want to share two stories this week.

First, one from my wife, Carla, and our experience on Delta airlines (a service provider). The second, from a colleague of mine and her experience visiting an emergency room in Louisville, Kentucky.

My wife and I had an opportunity to go away this past weekend to celebrate our 19th wedding anniversary to Las Vegas. On our return trip we had an incredible experience with a flight attendant. Here is the story through my wife’s eyes:

delta-logoJust got off of Delta flight 1075 from Las Vegas to Minneapolis. We were promptly greeted by our flight attendant, Vincent. Let me just tell you, that he should give a master class on proper customer service. He was so gracious and so accommodating as well as charming. If you are ever fortunate enough to be on one of his flights, consider yourself lucky. He’s a wonderful asset to the Delta family!!!!!

That whole flight was dynamite for both of us! He made us feel like we were #1 the entire flight, while taking care of 14 other passengers. It was absolutely an amazing experience.

Next, my colleague this past Saturday evening needed to visit the emergency room to have her foot looked at. When I read her post on Facebook I was mortified for her, and shocked that she was treated like she was – but the nugget in it all is the end of the story. I will share more on that after you read excerpts from her experience.

Last night I finally reached out to my daughter to take me to a local Norton Hospital ER. The pain in my foot had finally gnawed through my wall and I cracked. I was nauseous and experiencing chills.

norton-healthcareA lack of empathy from the front desk became clear from the moment my daughter struggled to help me into the wheelchair once inside the ER- as a nurse watched from behind the counter and never moved or offered to get help. I was hobbling in on one foot and clearly in need of some assistance. A short time later I was wheeled back to be evaluated. That nurse was disengaged, unsympathetic and her heart elsewhere than in the moment with this pain ravaged, exhausted patient.

Then, the tide turned. Once in the hands of the nursing staff, I experienced true empathy driven care. Rich concern, detailed care and immediately at ease. The x ray techs even wished me a belated birthday. The ER doctor was one of the most kind physicians I have come across in a long time. Factual, but with a warmth and genuine bedside manner. All things a pain baby, embarrassed to be of inconvenience to my daughter who had just worked 12 hours straight – needed at that time.

My daughters both work in patient services in the ER for two different hospitals here. Watching my daughter react to the initial care I received said a lot for how she views her responsibility to the patient. Interestingly, I found myself not wanting her to cause a stir – completely unlike me – and realized that as a patient, I just wanted to be cared for compassionately. How many times do patients just silently accept such blatant lack of compassion? More often than not I would say after my experience!

What I Learned…

That final sentence was my gold nugget. This colleague is a confident, outspoken female, gold-nuggetbut she sat quietly and did not want to disturb the system. She just wanted a compassionate experience. She wanted to be treated with dignity…like a human! That’s all! After I read that post, I knew I had to continue to work passionately toward top-notch experiences for all patients!

What I Will Do With It…

I also learned that the service industry has a lot to offer and inspire us in this space. So let’s study them, learn from them, and implement their methodologies around the consumer experience.

Will you join the cause?

Consumer Experience, Design Thinking, Excellence, Human-Centered Design, Innovation, Leadership, Strategy

Who The He** Are We Designing For? Healthcare: The Future Is Now!


What I was doing…

This past week I spent three days with 70+ future forward movers and shakers in Austin, Texas. Our group, Innovation Learning Network focused on becoming Architects of Better Futures & the Rites of Passage of the 21st Century: the Ten-Year Landscape with The Institute For The Future. Then we looked at Discussing Design Without Losing Your Mind, Smarter Design For Smarter Decisions, and Caregiving 2031.

We also had our minds blown away when we discussed Future Vision from an investment, retail, and culinary arts view. All of these sessions were incredibly thought-provoking and challenging for me as both an innovator and learner. But, what I want to focus on this week is my experience on our Innovation Safari.

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Imagine this! You are attending a conference with 70+ healthcare leaders, and you break into  groups of six to trek out into the city. Maybe we will go visit a hospital. Maybe a clinic in an underserved area. It must be we are going to go visit a design studio in Austin. Nope!

We went to visit a restaurant. That’s right a good ole` BBQ restaurant. The question I asked myself was, “How is this going to help me in the future when it comes to healthcare?” Let me tell you this; it was mind blowing.

The BBQ establishment we went to visit was Rudy’s  owned and operated by K&N Management based out of Austin. This was one of the most impactful afternoons I have ever had. Our team had the privilege to spend an hour with the general manager from the location we visited. He had been with the company for 18 years and worked his way up from a cashier in college, to now as a managing partner. We spent that hour learning about PROCESSES, PROCESSES, PROCESSES.  

So What?

So what is this? K&N Management has been honored to win the coveted Malcolm2016-10-26-15-54-31 Baldridge National Quality award. We learned that “The Love of Excellence” is what has caused this great success. Additionally, that afternoon we met with one of the executives who shared the company’s journey with us. In this session, excellence was the theme. The key learning I walked away with was this; if you focus on one thing, and get everyone in the company focusing on it. You can move the needle!

What I Learned…

So that evening I started thinking how could we apply all of this to a system that lives in processes, but is yet so many light years behind. The next morning as we listened to the discussion on Future Vision – it clicked.

Gary Hoover was speaking to us about consumers, and he made one simple statement, “Whenever the consumer is involved, that’s where innovation is!”  Many organizational leaders talk about it, but very few actually practice it. Gary continued and 2016-10-27-10-41-28shared the second nugget from that morning.

He stated, “To make a difference in healthcare we need to study the great service organizations of the past and of today!”

Well, I just had done that the day before. Service at its best.

 

What I Will Do With It…

From both of those experiences, I knew I had to apply them to my day-to-day life and how I could impact and change healthcare for the better. No longer will I bite off the whole system. We will pick one thing, and one thing only. Focus on that, and make a difference.

My teams will look at the past and learn from those before us, but we will also trek into the future with one thing in mind, the consumer – and only the consumer. Whether it is a member, patient, or provider – Focus on one thing and do it well!!!

So, who the he** are we designing for? YOU!

 

 

 

Consumer Experience, Design Thinking, Human-Centered Design, Innovation, Strategy

Know Me! Surprise Me! Make It Easy For Me!


Know Me! Surprise Me! Make It Easy For Me!

Those three simple statements say so much and should be very easy to do, but it seems like in the world of knowing your consumer and how to best meet their needs it is very difficult. These three principles are no negotiables as a leader within any organization I am a part of. They become the way we operate and do business internally and externally.

This past week I was lucky to participate in a roundtable with some dynamic innovation Design Innovation.jpgleaders from across several industries. We were able to share and talk for several hours on our struggles, challenges, and successes. I had an epiphany during the middle of the session – and it was simple – many of these companies do not know THEIR consumer! These companies were doing wicked cool things, but still had a mentality of BUILD IT AND THEY WILL COME!

In August of this year, Sam Milbrath spotlighted five brands who do customer-centric innovation well in their businesses. This leads me to a dynamic leader I work with today, Cristin Gardner. CristiCristin Gardner.jpgn leads the consumer experience team in my organization and guides a team of colleagues in developing a strategy to bring to life:  Know Me! Surprise Me! Make It Easy For Me!  She truly gets this principle and how valuable it is to any organization.

Another, ah-ha, moment I experienced is that these companies practiced innovation, but not Customer-Centric Innovation. In today’s times, we as leaders must not separate the two. They must work hand-in-hand and be the center of how an organization functions operationally. In the blog post, Is The Customer Always Right? by Jennifer Lee from Deloitte, she talks about the future of Consumer Driven Innovation. She simply states that to make Customer-Centric Innovation successful you must understand how you will work with customers – as well as why!

So how do you this, Shawn? Below is our three core principle and values and how we live them out as colleagues, teams, and an organization. Enjoy!

KNOW ME…know-me

  • Cultivate authentic, human connections
    • Establish new and reinforce existing relationships that provide support, encouragement, inspiration and accountability for near, as well as, long term well-being improvement. Help members engage in their well-being with strategic partners (coaches, those close to them, and those who are “similar strangers”).
  • Be a trusted guide, partner and advocate
    • Listen to our members first. Allow them to become vulnerable and reveal their true fears, needs and desires. Be non-judgmental. Help them focus and choose realistic, personalized goals. Empower them to achieve real and positive change in their well-being. Be there to help them be their best self.
  • Account for the whole person and the context of their daily life.
    • Have empathy for our members. Solve their problems. Be respectful of their time, desire and ability. Engage them in the ways that they choose. Meet them where they are. Help them integrate the things they need to do for their well-being into the lives they already lead.

SURPRISE ME…surprise-me

  • Harness our knowledge to provide novel, useful and actionable insights
    • Use what we learn about each individual to offer personal and targeted insights, feedback, content and next steps. Remember what we’ve learned about the member.
    • Give them realistic, personalized action plans that align with THEIR definition of what well-being looks like—not ours. Provide insights and connections that the consumer might not discover on their own.

MAKE IT EASY…make-it-easy

  • Deliver a consistently frictionless experience
    • Understand how real users interact with us. Make every interaction with Healthways effective and simple. Provide seamless integration regardless of channel (digital, onsite, phone, paper). Ensure each piece of the experience feels like part of a whole. Use what we learn about our successes and failures to continuously improve the experience for our members.

Next time we will break each one down and what and how you bring them to life everyday!

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