Research
Being new to the Home Medical Equipment (HME) industry, I knew it was critical to understand the needs of the stakeholders. I began interviewing key decision makers to understand what message our website needed to convey.
It was difficult pulling key members from their duties, but after interviewing a customer service manager, a billing manager, a vice president, an HR manager, a trainer, and the IT administrator, I felt I had a solid foundation of information about the company.
Research Findings
After completing all interviews, it was time to compile the info. I created an affinity diagram by writing out my notes on sticky notes and grouping on a white board. Groups with greater numbers of sticky notes indicated themes that should be addressed on the website.
Personas
Once the key themes were determined, I was able to create 3 distinct personas. These personas were the main parties who would ultimately determine what software would manage their shipments to customers, billing of customer insurance, and inventory.
Craig (53): Primary Persona
Owner
Craig helps with a little bit of everything around the company. He makes sure that patients get their medical supplies on time regardless of cost. He still wants to balance the budget and make sure employees feel enabled. Since he has little interaction with the software, he will listen to his employees for their recomendations.
Needs
Software needs to be cost-effective and compliant with applicable laws. It must also be viable in the long term (5-10 years).
Nice to Haves
- Functionality across branches of company
- Software flexibility with company structure
Other Considerations
- Has final say on which software to use
- Is concerned about cost and loss of efficiency during conversion
- Is primarily concerned with keeping the company running, not the small details
Kaitlin (31): Secondary Persona
Customer Service Representative
Kaitlin enjoys working directly with customers. Her biggest challenge is working with insurance companies and with software that is inflexible to internal processes. She works closely with the billing team and guides other customer service reps with the software.
Needs
- Needs to try software before buying
- Needs access to date in all situations
- Accurate billing
- Needs software to be flexible
Nice to Haves
- Other CSRs to be held accountable by the software
- Quick printing
Other Considerations
- Time is important while entering data
- Will be a key voice after demoing software
Frank (35)
Trainer/Compliance
Frank runs all educational programs. He is comfortable with the software, but not a pro. He works directly with the billing and customer service departments and loves making people's jobs easier. He combats damaging policies and works closely with case managers.
Needs
- Easily printable reports
- To be able to find support for training purposes
Nice to Haves
- Software Flexibility
Other Considerations
- Prints lots of information
- Not a power user
- Opinion will be considered when demoing software