Client:
Allina Greenway
Agency:
Zeus Jones
Category:
Service Design / Brand Positioning / Experience Strategy
Timeline:
2 months
Skills:
Concepting / Research / Sound Design / Experience Design
Allina Greenway came to Zeus Jones to understand what the existing patient experience is like (pain points and all) and find ways making things different with their upcoming Allina Greenway location. See circular graph for particular points of focus.
To dig deeper into their existing processes and unearth pain points within the patient journey, we did two collaborative workshops with the client. The first was to gain an understanding, and the second was to share the patient-first vision based on our findings and determine actionable next steps to make it real. The sticky notes show us outlining of the patient journey and determining the most "make or break it" moments to address in our experience story.
Instead of creating static personas and user journey maps, I had suggested creating an active experience story through sound design and visuals that was still vauge enough to inspire instead of direct. Since we were a small and lean team for this project, my skills in video and audio production/editing came in handy. After working alongside a strategist and copywriter to get the narrative finalized, I sourced the voice talent and coached them in the recording studio. Afterwards, we got the raw audio and with less than 24 hours until presentation day, we divided and conquered: I focused on the sound design and making sure the video was ready, a designer worked on gathering the visuals for the video, and a strategist duo tag-teamed to get the workshop outline ready. It was an amazing collaborative effort that came together beautifully, utilizing everyone's collective strengths to get things done.
By the second collaborative workshop, we shared the Allina Greenway vision - and it was a hit. Stakeholders from every aspect of the clinic experience was present: from Operations, Doctors, Construction, Architecture, Marketing, etc. everyone aligned with the vision and what it entailed. It achieved the goal of starting a productive conversation on how Allina can push themselves to achieve this vision, one change at a time.
The experience story enabled stakeholders to see the vision from start to finish and facilitate a discussion. We kept it somewhat vague so they can also add to the Allina Greenway experience.
Provided enough direction to see the goal, but wasn't too concrete so the realists in the room don't immediately shoot it down. Also provided a vision for the company to work towards as they finished construction/training.
Through these collaborative workshops, they made all stakeholders feel that their role made an impact on developing the future vision, empowering them later when implementing it.
Concepting, User Experience, Creative Direction, Storytelling, Video Editing, Sound Design
Premiere, Audition