Our work

Particularly with elective procedures such as bariatric surgery, it’s valuable to understand the patient’s journey and factors that influence their decision making.  That’s why Red Privet teamed up with a leading academic and health care system to build a digital experience map – coalescing information from interviews with real patients to create an engagement plan (for CRM marketing automation) and touchpoint messaging strategy to best engage bariatric surgery patients along the continuum of their decision-making funnel – from lead generation through retention. These consumer-driven insights served to improve the customer experience by enhancing the health system’s digital channels in a way that matched consumer needs and wants.

The journey mapping project was unique in that we took a focused and restricted view on digital acquisition – people contemplating weight loss surgery.   To understand the full spectrum of the decision-making process, Red Privet conducted 1:1 interviews with individuals who were beginning to think about, just decided, and recently had bariatric surgery to gather a full contextual perspective.  Focusing on digital, research participants demonstrated their online activity for each phase (i.e. search for “lap band”, etc.) and offered feedback about the helpfulness of various online materials.  The highly contextual interview style also garnered specific insights on the health system’s existing site and recommendations to improve the overall experience.

In the end, keeping the project scope limited to digital properties allowed the findings to be specific enough to be implemented by the marketing team – while also demonstrating ways forthe health system to differentiate their service and position themselves as the provider of choice.

services

• Personas & Journey Maps
• Decision Maps
• Digital Experience Maps
• CRM and Messaging

PSECU is a Pennsylvania-based credit union built around member needs.  Being member-focused means delivering an optimal customer experience across all touchpoints, including digital.  Red Privet worked with PSECU to envision, design and develop a new Sitecore-based consumer-facing website that not only improves the customer experience through strategic information architecture and content – but also allows PSECU a platform for greater content personalization, site accessibility and ultimately, increased conversion.

PSECU believes in “investing in members instead of a branch at every corner” – with a limited number of physical locations.  This business model makes digital a focal point of the customer experience, with their consumer-facing website serving as a front door to a number of key online applications (such as applying for a mortgage, credit cards, online banking, etc.).  As part of the website redesign, Red Privet worked with PSECU to envision and build new “App Prep Pages” to more seamlessly and effectively transition users from the informational consumer site to these action-focused online applications.  Now, users have individualized paths that keep their context with specialized transition pages for mortgage applications, credit cards, etc.  These “App Prep Pages” provide users with information on what they’ll need to complete their application (drivers license, etc.), how long it will take, and other pertinent information to prepare them to meet their goal.   The result is a frictionless experience – leading to a greater likelihood of conversion.

Red Privet built the new, Sitecore site with a component-based approach allowing PSECU to make future updates more easily and include personalization components where desired.  As customer experience continues to gain importance in the financial services industry, PSECU is well-positioned to exceed their goal of putting members needs first.

Sunspire is a national leader in patient-centric behavioral healthcare. And being patient-centric means improving the patient’s journey – from admission through treatment.  Red Privet used a variety of research methodologies to better understand the patient decision model that leads to admission – ultimately helping Sunspire strategize, redesign and re-platform their website to improve the customer experience for those seeking care (and the call center advisors who help them).

Sunspire’s call center serves a critical role in the patient’s journey, as prospective customers and referrers are required to speak to an advisor during admission. Through persona and journey mapping workshops, Red Privet worked closely with Sunspire’s call center employees to learn how that pivotal touchpoint affects both the customer experience and call center performance – ultimately building a step by step conversion funnel directly into the site’s navigation to simplify the decision-making process for users.  Simultaneously, this also serves as an online sales guide for call center advisors.

The new, mobile-first Drupal website integrates chat software and customized phone numbers, building a supportive, customer-focused experience rich with marketing and conversion data to help continuously refine and improve the experience.  The result is a frictionless experience that helps match customers to the most appropriate care programs while maximizing admissions for the organization.

services

• Information Architecture
• Content Strategy
• Personas & Journey Maps
• Experience Design
• Drupal Development

Sentara Health set out to develop a microsite to market a new suite of maternity services offered at their CarePlex Hospital location. Red Privet worked with Sentara to better understand what their customers expect from their maternity experience, ultimately using these insights to design a site that met their needs while differentiating Sentara’s new location as “uniquely modern and ultra-personalized”.

While customer research comes in many forms, Red Privet’s work with Sentara proved that even a minimal amount of customer research can go a long way in building a customer-first experience. Working with both internal stakeholders as well as a series of phone interviews with current and expectant mothers, Red Privet uncovered a set of preference variables that impact the overall customer experience. Included among them were technology options in rooms (Amazon Echo, etc.), music, services for fathers, and the overall values they look for when choosing a birthing destination. These variables were then included in a mobile-first Preference Form on the new site to help Sentara gather information to create uniquely personal experiences for each expectant mother. While the study was lightweight in nature – limited to two workshops over three days, the insights helped influence the site’s design and navigation including content, tone, visuals and architecture.

In the end, the new Sentara CarePlex Maternity site (Sentara Peninsula Moms) provides the information needed to help expectant mothers choose a place to deliver their child – with helpful online patient reviews and virtual tours weaved into the site design. Incorporating customer insights turned a basic brand destination to one that is tailored to moms’ needs in the local Hampton and Virginia beach demographic.

services

• Information Architecture
• Experience Design
• Personas & Journey Maps

Find a Provider tools are an integral component to all health system websites, and organizations are becoming increasingly aware that the user experience can have a significant effect on patient acquisition and online conversions.  Sentara Healthcare worked with Red Privet to discover opportunities to improve their site’s Find a Provider application to better match their customer’s needs – fostering a more positive connection and overall experience.

Red Privet recruited participants within Sentara’s demographic target market to participate in a usability study and subsequent interview –  with each participant asked to complete pertinent online tasks such as submitting appointment requests or finding providers to treat pre-specified conditions.  The emphasis of the study went beyond just the mechanical usability issues and assess how participants felt about the user experience.

The contextual inquiry study revealed a key theme: What people value in getting access to provider information changes depending on the context of care they’re seeking.  Red Privet garnered a set of recommendations to improve the tool to better match the decision-making model of each persona – from using more flexible templates based on the complexity of care, to content and design suggestions that foster a more positive connection with users. 

In the end, the study’s findings will enable Sentara to better connect with a customer based upon their unique journey to finding a provider by meeting the varying and often distinct needs for patients seeking complex care, routine care or otherwise.

services

• Contextual Inquiry
• Usability Testing
• Product Design

While integrated health systems like Geisinger are comprised of multiple business units with unique goals, customers generally see them as one brand entity.  Therein lies a common challenge: to create a single, seamless digital customer experience while preserving the identity of their distinct business units.  Red Privet worked with Geisinger to reimagine and reconceive their enterprise-wide web presence – unifying the four cornerstones of the health enterprise: their health system, health plan, School of Medicine, and research entities. Utilizing Sitecore’s leading marketing and customer experience platform, this rebuild of Geisinger’s web presence positions them to achieve key customer experience and business goals.

Change on this large a scale doesn’t just happen organically.  Red Privet worked collaboratively with stakeholders across all four business units to help define a shared vision for a unified Geisinger website.  The new web experience is highlighted by what’s been termed “the Digital Front Door” – a cohesive and frustration-free homepage presentation of Geisinger’s health system, health plan, education and research entities in a way that matches the user’s mental model of a singular brand.  The site has consistent navigation, look and feel, clear pathways between web entities, and carefully integrates new technologies such as urgent care wait times.  Red Privet’s team also leveraged Sitecore’s contextual marketing components to lay the foundation for incorporating dynamic and rule-based content personalization.

In addition to re-authoring web content, Red Privet created a design system of Sitecore page templates and a governance structure for content management.  This allows organizational content owners the flexibility to prioritize their own content while ensuring that site components, content and style remains on brand.  The end result is a new, scalable web and marketing platform that both enriches the customer experience and drives business results.

services

• Information Architecture
• Content Strategy
• Experience Design
• Sitecore Development

Penn State Health is a patient-centric organization – and they wanted their website to reflect that. That’s why they teamed up with Red Privet to first research how and why patients visited their website, and then design and develop an improved experience that helped patients effectively and efficiently achieve their online goals.

Red Privet’s redesign goal was simple: focus on patient needs. In addition to homepage and navigation enhancements aimed to provide patients with clear pathways to top tasks (such as accessing the secure portal, finding a doc, or planning a visit), Red Privet also created new “Condition Hubs”. Initial journey mapping research revealed that patients often approached the idea of finding care by researching their condition. While Penn State Health has a lot to offer – including support groups, clinical condition information, clinical studies, publications, and access to top-notch providers, the information was disconnected and dispersed across various site pages. Red Privet’s redesign helped patients to “connect the dots” by pulling all of the relevant information they need to coordinate their care into one convenient location. These “Condition Hubs” represented a shift in thinking from what was a department-based site architecture to one that is condition-based.

Penn State’s new medical center site provides patients with a more intuitive and less stressful experience that aligns with their health information-seeking behavior– shifting the burden of consolidating health management or condition-specific information away from the patient and on to the website itself.

services

• Journey Mapping
• Content Strategy
• Website Redesign
• Development

Geisinger’s nationally-recognized ProvenExperience program offers patients an opportunity to provide feedback on their experience and request a full out-of-pocket refund if dissatisfied for any reason — even a poor experience in the waiting room. Red Privet was tasked with creating the mobile app design for this ‘first-of-its kind’ healthcare program. To do so, Red Privet applied key patient insights to build an app that processed refund requests in the greater context of feedback – ultimately helping Geisinger uncover opportunities to improve their patient’s experience.

Refunds are a radical new concept in healthcare. That’s why it was important to take an iterative approach to the app design, gathering user feedback from real patients along the way. Using intercept surveys in patient waiting rooms to test the app’s content and architecture in the context of a real healthcare experience, Red Privet gained insights that ultimately helped make the app feel less transactional in nature. The design focused on making refund requests clear, with verbiage geared toward providing an all-encompassing, compassionate patient experience measurement tool. The mobile app’s tone, interactions, features and functions were built with this goal in mind.

In the end, the ProvenExperience app provides a valuable complement to Geisinger’s groundbreaking program. It gives both satisfied and dissatisfied patients a voice in the healthcare experience and an opportunity to submit feedback, providing critical insights to help mold and improve Geisinger’s patient experience.

services

• Experience Design
• Mobile User Interface Design
• Visual & Creative Direction
• Usability Testing

Penn State Hershey Medical Center & College of Medicine had a challenge similar to many healthcare organizations –to create an empathetic, cohesive digital customer experience by offering the right tools – websites, portals, and health apps – at the right point in the customer journey. Red Privet created journey maps to help Penn State Hershey identify the Moments that Matter to their customers – uncovering key pain points along the journey and opportunities where meaningful engagement can occur.

Red Privet took a unique, holistic approach to journey mapping, extending the focus beyond the typical insights of a customer’s action, thinking and feelings, to include an additional variable – “people”. Healthcare is often a shared experience. Caregivers, family members, friends, church members, and employers may all factor into the journey at various touch points. Combined with patient insights, learning about these people and their influence provided a critical 360-degree view into the customer experience.

In the end, customer journey maps helped connect the dots for Penn State – advising a digital strategy that will provide it’s patients, referring providers and med students (and their “people”) with the information they need, when they need it in their journey.

services

• Journey Mapping
• Customer Research

22When designing a website for a children’s specialty hospital, the focus should be on making the experience better for caregivers – as it’s usually a highly emotional and stressful time. Red Privet helped Penn State Health create a new Children’s Hospital site to support parents’ needs in direct, yet empathetic way while also catering to the expectations of a second audience – referring providers.

One unique challenge when designing a Children’s Hospital website is that the patient is almost never the site’s audience. Because getting care for your child can be one of life’s most emotional decisions, our research indicated we needed to speak directly, honestly, and positively to caregivers. Red Privet’s redesign focused on aiding parents and caregivers during this stressful time through carefully crafted IA, content strategy and design that gave users a clear understanding of “what to expect”, “what to do”, “where to park”, and other specific needs discovered by interviewing actual parents.

As the only Level 1 pediatric trauma center between Philadelphia and Pittsburgh, referring physicians were also a primary audience. It was important providers’ needs were addressed directly and succinctly. This included providing them with key talking points for their conversations with patients, and a prominently featured 24-hour, toll-free 800 number for efficiency in follow-up questions.

In the end, Penn State’s redesigned Children’s Hospital website serves as a true resource for both parents and referring providers, catering to their needs in all aspects – from content to design.

services

• Ethnography
• Information Architecture
• Content Strategy
• Website Design
• Responsive Websites

Understanding health insurance can be challenging. That’s why one of the leading health insurers, Geisinger Health Plan, turned to Red Privet to help its members better comprehend how claims were being processed, why they owed what they owed, and the subsequent affect on their overall benefit status. Red Privet met this challenge by designing a new screen to communicate the information typically delivered in an Explanation of Benefits (EOB), but in a consumer-friendly way.

Based on information revealed during Red Privet’s work on Geisinger Health Plan’s customer experience strategy, members were generally unsure about the purpose of the EOB, resulting in a high volume of customer service calls, confusion, frustration, and a negative overall impact to the organization’s net promoter score. Through an iterative design approach that applied feedback from real members and stakeholders alike, Red Privet created a mobile-first design that enhanced members’ comprehension of the EOB through the use of visual presentation and plain language. This approach was instrumental in identifying an intuitive information architecture that matched the user’s mental model and helped them actually recognize why the claim was paid or not paid.

In the end, Geisinger Health Plan achieved their goal of taking a complex topic such as insurance and making the information less burdensome to understand and less intimidating to deal with. The results: increased consumer confidence, less phone calls, and happier members.

services

• Customer Research
• Information Architecture
• Experience Design
• Responsive Design

In the Affordable Care Act era where consumer choice reigns, customer experience is a top priority for health insurers. Geisinger Health Plan, who serves over 540,000 members, worked with Red Privet to improve their customer experience strategy by discovering what is most important to their members – with the ultimate goal to increase member satisfaction, retention, and loyalty while improving their net promoter score.

Red Privet worked directly with members via one-on-one interviews and interactive journey mapping workshops to provide Geisinger Health Plan insights into what their members were actually experiencing. After revealing key pain points around strategic priorities (such as enrollment, questioning a bill, etc.) during a first round of customer journey mapping, Red Privet worked cooperatively with members to brainstorm a strategy to address member challenges and improve customer experience. “Future” state customer journey maps were then developed based on these solutions and market-tested with a new set of members.

The end result was not only a series of journey maps that told the true, uncut story of Geisinger Health Plan’s member experience, but also a transformational, member-centric business strategy built from real insights – including an actionable and prioritized roadmap of opportunities for member experience improvements.

services

• Personas & Archetypes
• Journey Mapping
• Business Strategy

Applying to medical school is a unique process, different from typical four-year undergraduate programs. That’s why when redesigning Penn State College of Medicine’s website, Red Privet turned to medical students to better learn the role of the web in the application and matriculation process. These insights informed a human-centered website design, founded on real customer-insights.

Through contextual interviews, Red Privet discovered that prospective students spend extremely limited time on a school’s website when first deciding to apply. The website becomes most valuable as a research tool during the secondary portion of the application – where schools ask specific questions via an essay-format, and the third portion – the interview. At that point, applicants desire quick information to assist them with answering questions and to “shop” schools to see if it’s the right fit for them. To meet this unique challenge, Red Privet’s redesign focused less on curriculum-heavy content and more on visuals to highlight the program’s key features in a consolidated, but informative way. The new site also incorporated campus lifestyle photography, student quotes, academic data and blogs to tell the story of what it was truly like to be a Penn State College of Medicine student.

The end result was an improved site that told a carefully crafted story of Penn State College of Medicine – but in the condensed, convenient and actionable format desired by applicants.

services

• Contextual Interviews
• Human-Centered Design
• Responsive Design

United Concordia Dental was looking to increase their dental insurance sales and promote brand awareness using their mobile strategy. Since most customers only visit the dentist twice per year, the challenge Red Privet faced was finding a way to make United Concordia a frequent presence in its customer’s lives beyond just their normal annual visits to the dentist.

To do this, Red Privet determined that targeting kids with a creative mobile app focused on daily dental hygiene was the best way to market United Concordia’s services and brand to its customers.

The Chomper Chums® provides children ages 4-11 with a game-based approach to learning the proper technique for brushing, flossing, and rinsing.

Chomper Chums® not only makes brush time easier on parents, it also provides an opportunity for United Concordia to promote itself as a brand each time Chomper Chums® is used.

services

• Human-centered Design
• Usability and Evaluation
• Web and Mobile Development

Penn National Insurance has a tremendous level of satisfaction with its agents and policyholders. But as new generations fill the customer ranks, the expectations for digital engagement and services was becoming increasingly difficult to plan for and navigate.

Red Privet met with Penn National stakeholders to identify key business strategies and objectives. We then employed both qualitative and quantitative studies to gain insights into agent and policyholder attitudes and values. The strategy looked across all digital channels from social platforms to portals to mobile.

Penn National now has a plan for leveraging each digital channel to its optimal use in supporting their Feel Secure® brand. Most importantly, there is executive-level alignment on the vision for the future digital experience.

services

• Customer Experience Strategy
• Customer Research
• Human-centered Design

Many credit unions pride themselves on the level of customer service they can provide members. Members 1st’s online banking had become antiquated, yet an average online member was still accessing his or her account eleven times per week.

As more members were moving to mobile banking, it was clear a redesign was needed to both optimize the site for mobile and generally improve the site usability.

Red Privet partnered with Member’s 1st’s development team to bring their online banking to a simple-to-use and responsive web solution.

The result was a completely revised online banking experience with increased member satisfaction and use.

services

• Customer Research
• Human-centered Design
• Usability and Evaluation

The CorpU platform brings a unique, collaborative learning approach to corporate training and development. Their Guided Learning Journey promotes social, collaborative, and paced blended learning experience for corporate leaders regardless of their geographic location.

While the business-relevant content was rich and informative, busy corporate leaders struggled staying oriented and motivated given their fragmented schedules.

Red Privet worked with CorpU to create designs that made it easy for busy professionals to engage in virtual learning to solve business problems. The second
generation of the user experience incorporated elements to motivate engagement, interaction within teams,  and overall learning outcomes.

With a redesigned experience and improved usability, leaders demonstrate higher level of engagement with the content and each other. This is driving a higher level of effectiveness and satisfaction—a winning combination!

services

• Customer Research
• Human-centered Design
• Usability and Evaluation

Gannett Fleming is a diverse engineering company growing both domestically and internationally. To date, Gannett Fleming has presented its ever-evolving service capabilities to prospective customers largely by its internal structure.

Red Privet devised a content strategy to present information by both markets served and services provided. The restructured information architecture supports separate paths based on the visitor’s intent and perspective-one that makes more sense to prospective customers and employees.

The new design better demonstrates what Gannett Fleming can do through its project work. With a new lA, better information seeking patterns, and an international-friendly design, Gannett Fleming is ready to engineer the world.

services

• Customer Research
• Human-centered Design
• Usability and Evaluation
• Web and Mobile Development

Listrak offers strategic email marketing solutions from acquisition and customer re-engagement to the most advanced shopping cart abandonment remarketing solution on the market.

However, conversations with Listrak’s customers revealed a problem and an opportunity: a lack of visualization of data through charts and graphs.

Red Privet designers and Listrak developers worked closely to build a dashboard view of email campaign performance, featuring intuitive graphs and charts.

Listrak 5.0 has been a huge success, continuing to capture market share and growing Listrak as an industry-leading solution.

services

• Customer Research
• Human-centered Design
• Usability and Evaluation

The Janet Weis Children’s hospital had received a grant from Kohl’sCares® to combat childhood obesity. However, ideas for an educational website, while rich in information, seemed counter to solving the obesity problem largely blamed on sugared drinks and too much “screen” time.

Red Privet recognized that it would take more than information to change undesired habits in early adolescents. Working with members of the pediatrics team, Moving4Health focused on turning healthy lifestyle decisions from information to action.

The Moving4Health Kids Challenge program is delivered through an in-class, school setting and motivates children to log choices in an online journal. The contest design also provides health tips and daily challenges that encourage adults and children to work together on improving healthy decision-making for the entire family.

services

• Customer Experience Strategy
• Customer Research
• Human-centered Design
• Usability and Evaluation
• Web and Mobile Development

Geisinger Health System is nationally known for their evidence-based approach to care. However, sometimes, despite best education efforts, patients failed to follow the proper preparation protocols before a procedure. This meant rescheduling the procedure, but even worse, requiring the patient to reschedule and repeat an often unpleasant preparation.

Red Privet worked with Geisinger patients and clinicians to better understand the problem. A simple mobile app was designed to support patients when preparing for complex medical procedures. This patient support tool provides alerts and just-in-time support (including multi-media) to reduce anxiety and promote a successful outcome.

Now Geisinger patients have the information at their fingertips, right when they need it!

services

• Customer Experience Strategy
• Customer Research
• Human-centered Design

HM Insurance Group is a rising insurance star offering Workers’ Compensation, Stop Loss, and other Supplemental products.

Like many business-to-business firms, HMIG’s independent producers were about to experience a generational change where up-and-coming Gen X & Gen Y producers were looking for access on the go.

To get out in front of where its business is heading, HMIG engaged Red Privet to redesign both their public website and their eServices portal as responsive sites.

The result? HMIG’s award winning design is welcoming new and current producers and customers with an experience they not only desire, but expect.

services

• Human-centered Design
• Usability and Evaluation
• Web and Mobile Development