Hit 100

hiT 100 case study

Improve the user experience and brand engagement to trigger behaviour change to promote better long-term health and wellbeing

Overview

Hit 100 is a patient-centric health management platform supporting people living with disability, enabling them to achieve their individual goals lead independent, happy, healthy & fulfilled lives. As a registered National Disability Insurance Scheme (NDIS) provider, Hit 100 enables people living with a disability to eat healthily with affordable, accessible, dietitian-designed meal plans.

The project was focused on reviewing and improving the first 6 weeks of the Hit 100 customer journey (e.g. on-boarding and habit formation). We had to make sure it was memorable, positive and outcome/impact focussed to ensure the continuation of the service across the life of their NDIS plans.

Team and duration

I was one of two UX designers focusing on research and strategy. We were timeboxed to a two and a half week window to find and deliver a solution.

The problem

Hit 100 has been focussed on client acquisition rather than retention

Hit 100’s needs to focus on keeping existing clients in the long-term

The first 6 weeks is a critical time for customers to establish a new behaviour and understand why Hit 100’s meal plans and dietitian advice is important in improving their health and wellbeing. After sign up, there is a lack of ongoing human contact – with little or no dietitian involvement during the initial 6 week period of establishing behaviour change which is contrary to Hit 100’s mission of being a healthcare solution provider.

The solution

Improve the user experience and brand engagement to trigger behaviour change to promote better long-term health and wellbeing

New clients mean significant investment for Hit 100

It's Imperative for the Hit 100 business to refocus on retention efforts and improve the customer journey. To this we needed to create a holistic approach to deliver a seamless brand experience and an ongoing support network from initial discovery to initiation of a change in behaviour.

Three key insights to improve the on-boarding process:

1. Provide new clients with a greater understanding of the service
2. Identify and remove areas where clients tend to get stuck during on-boarding
3. Make sure they stick with it

secondary Research

How can you change behaviour?

You can hardly expect a disengaged customer to change their ways

Our secondary research investigated different behaviour and adherence models. One such model is the BJ Fogg’s Behaviour Model. Fogg’s helpful equation: B=MAT addresses the most significant question for Hit 100 – how can you change behaviour? Fogg suggests that three things are needed: motivation, ability and a trigger. If customers have the motivation and the ability, all you need is the right trigger (see tables below). 

The physician–patient partnership itself remains at the core of all successful attempts to improve adherence behaviours¹

Another key motivator behind behaviour change the role of a 'circle of care'. The problem of poor (patient) adherence has been extensively researched, but the rates of nonadherence have not changed much in the past three decades. Healthcare providers play a unique and important role in assisting patients' healthy behavior changes.¹

Odds of success go up dramatically when you commit to changing as part of a group²

Goals take time, hard work, perseverance and commitment to achieve. And results often do not come as quickly as people hope. They can easily lose the motivation in the process and give up. But everything changes when you leverage an accountability system. To “be accountable,” all you need is a clear goal and a willingness to let others help you achieve it. The creation of the 'circle of care' is an essential factor. Success goes up dramatically when people commit to changing as part of a group. It grows out of a communal experience, even if that community is only as large as two people.

References:
1. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1681370.
2. Charles Duhigg, The Power of Habit.

primary research

What can we learn for Hit 100 customers and competitors?

Customer interviews and competitive analysis

We carried out four telephone interviews with existing clients and asked them to talk through their journey – from discovering Hit 100, through the on-boarding process and the ongoing supply of meal boxes.

We also looked at who Hit 100 was competing with in the food delivery space. Competitors included Jenny Craig, THR1VE, Youfoodz and Lite n’ Easy. Lite n’ Easy was identified as the main competitor from customer interviews. We examined the customer stories, the sense of community, meal planners, how informative the menu was and then cost. 

Cost was a real advantage with Hit 100 where the average cost of a meal is no more than $2. Compared to Lite n’ Easy, a customer could have all their evening meals for the week for the price of just one of their meals.

customer journey

On-boarding opportunities for a seamless customer experience

The existing customer journey and service blueprint

Based on the client 'churn' data and feedback, existing service blueprint and with our interviews, we identified areas of opportunity that if addressed could provide a more seamless customer experience. We based our journeys on two main customer types: A self-managed or family member whose goal was weight loss and a Referred Funded Advocate (RFA) with a disabled client. The journeys illustrated dips in customer engagement after initially receiving the first meal plan and before contact with the Dietitian in week 3. And then after weeks 4–6 where there was significant drop off.

NEW CLIENT JOURNEY

Creating a holistic approach

Client experience begins from the initial discovery and awareness through the on-boarding process and into the short- and long-term behaviour changes

The initial discovery and on-boarding process has a huge impact on the customer experience and the journey should be thought of more holistically. We broke the journey into four key phases:

• Discovery: Awareness
• Phase 1–4: Initial coinsideration, engagement, evaluation and moment of purchase
• Week 1–6: Delivery, usage
• Week 7+: Continued usage

Each stage of the journey should also align to Hit 100's core values: Connect, Teach and Measure. And each journey should be adaptable to work with different customer groups.

From the creation of the journey wheel, we then looked at the created a new draft service blueprint that aligned to the customer journey to show how each interaction impacted the customer experience. We created several versions of the illustration and through feedback and iterations developed a final version for key staff members to workshop.

Main recommendations for new customer journey

• Dietitian is first face-to-face contact the client has with Hit 100
• Visit sets the expectations for entire journey – sets goals, sets up client account, taste test and meal preparation, sets 4 week meal plan and orders first meal box
• Account Manager assigned to the journey to provide personal touchpoint at Hit 100
• Enhance existing collateral, add more touchpoints and communication on a week-to-week basis to make clients feel they are part of a community
• Establish a ‘Circle of Care’ to add additional support and encouragement for behaviour change

DELIVERABLES

Key touchpoints to enhance the customer experience

Website and customer portal with online ordering

• Recommendation to change focus and key messaging of website, moving from features (food, mealplans) to highlight benefits (goals, customer stories)
• We conducted usability testing of the shopping cart with more than 10 users who noted issues with tracking and repeating orders and the fact that all items appear in one long list
• Customer feedback noted that the ingredients were not listed own any items in the cart
• Create a 'My Account' customer portal/dashboard to offer more ongoing clinical support
• The shopping cart to be pre-propulated by Dietitian during first home visit and offer an set and forget a auto-repeat function
• Creation of low-fi wireframes to demonstrate ordering and booking a Dietitian tasks
• Usability testing of wireframes with 10 users and with client feedback workshop before creation of hi-fidelity visuals demonstrated with InVision

eDMs to be used in customer journey

• Modular eDM: Provides additional clinical support information relevant to the client’s condition – includes a ‘Refer a friend’ banner
• Newsletters: Covering community events, Hit 100 Heroes and more general information
• Questionnaires/Surveys: Ongoing feedback gathering on first and fourth

Welcome pack leave behinds

• Welcome pack: Introduce more clinical focus around healthy eating and goals, it also includes:
  • Workbook: Based on recommendations from Dietitians to encourage adherence to plan – this would be mirrored in the Hit 100 Client Dashboard on the website for more tech-savvy clients
• Fridge magnets: An more visual interactive alternative to the workbook for higher needs clients
• Referral letter: A double-sided A4 letter with client’s clinical info (reason on Hit 100 etc), the other side with HCP-specific info to explain the benefits of the service. Include a ‘contact us if you have other patients who would benefit for this service’ type call-to-action

Incentive gifts and long-term rewards program

•  Incentive gifts: Encourage regular orders and reward client loyalty, e.g. 1st, 3rd, 6th and 10th order. Gifts would be appropriate for the audience e.g. seasonal-themed, beanie hat in winter (‘here’s something to keep you warm’), branded water bottle etc
• An alternative program could be points-based reward system with higher points gained for fortnightly/four week meal plan orders to encourage larger block-booking of orders

Food labelling

We carried out some contextual research to see what the client journey was like preparing a meal. From our primary research, we had noted some common feedback that could be used to implement some simple changes to the labelling of Hit 100 meals.

• Meal cooking times vary – client feedback is that cooking for 1–2 mins extra reduces amount of water in dish
• Nutritional labels and general design made them hard to read especially when wet

Results and reflections

A holistic approach was required to help both acquisition and retention of customers

The NDIS space is changing rapidly. Hit 100 are well positioned to capitalise on being the only player in this space at the present time. The recommendations made are designed to ultimately improve the overall customer experience from initial discovery through to a long-term ongoing relationship where their health and wellbeing are the primary goals.

• The 6 week client journey was defined by the initial on-boarding process and should be viewed together to create a unified client experience
• Introducing clinical services at the very beginning of the client journey repositions Hit 100 as a patient-centric health management platform enabling clients to achieve their individual goals and lead independent, happy, healthy, fulfilled lives.

plan in action

• Two days after presentation: Key messaging and imagery changed on website
• One week after presentation: Workshop with key stakeholders to review and refine new customer journey and service blueprint