Engagement Strategy with JTBD & Storytelling

Deliverables

 

The Scope

]If following advice from books or research worked, patients nation-wide wouldn’t experience such difficulty in managing chronic conditions. The reality is that in order to overcome some of the barriers, more than knowledge is needed.

In this project, I wanted to tap into deep motivation patients have to accomplish things that matter to them in their lives. These seemingly small tasks may look unrelated to their health management, but both are often intertwined. By focusing on things that matter to them, we can help reinforce critical healthy living behaviors to help in their lifestyle management.

Participant Workshop

From the previous JTBD research I had run, I already knew that these top desired outcomes were. I now wanted to conduct research to find out how to connect with individuals living chronic condition, around these things they wanted to accomplish. In order to write stories that resonate with participants, I opted for an interactive workshop where participants from the community would share stories. This would help me see the struggles relating to health within these daily activity goals.

Social media and traditional media often did not talk about these struggles in realistic terms. Through collective storytelling, I was able to better understand what about these challenges was difficult, for instance for people with reduced mobility or energy management constraints. Often, participants highly related to other stories shared by their peers, during the workshop. They often added more detail to help me understand more deeply.

 

Selecting the Research Question

The workshop built on previous research :

  • 3 identified JTBD

  • 4 identified personae based on values and thinking styles

  • The aim was to turn these past findings into actionable assets

    • Generating micro-site that reflects our community

    • Feature authentic stories from the community

    • Speak to things that matter to our community

 

Selecting Participants

Workshop participants acted as proxies.

  • They were facilitators with chronic diseases themselves

  • They were able to share different situations with us

  • This was a way to capture more situations than booking one-on-one interviews

I opted for this approach because I wanted to avoid over-generalizing stories from a small pool of people, given the diversity of existing conditions and personal situations. By selecting facilitators with over a decade of experience, we were able to hear a range of stories that represented everyday people with which they worked. These stories were fictional, but inspired by important trends or characteristics they had observed over the years when running their classes. I used the fictional personae as a vehicle for anonymity, while prompting their thinking around a range of situations.

 

Coordinating, Training & Briefing Co-Facilitators

Running this workshop was a collaborative workshop. I both designed the workshop and briefed the co-facilitators prior to running it.

 

We had three facilitators run the workshop

  • This allowed us to split participants into breakout rooms

  • Resulted in more data gathering in shorter amount of time

    • Facilitators noted stories down on post-its

    • Workshop participants focused on story-telling

    • Workshop participants then shared the highlights verbally in common room

      • Gave introverted participants a chance to reflect prior to sharing

      • Allowed us to have written trace, taken in breakout room

      • Allowed us to clarify with discussions, in common room

Workshop Artefacts

I created boards in Mural which would help storytell and vote. Participants were unencumbered by note-taking. Instead, they freely shared their imagined stories while the facilitator jotted down the notes in the grey circled-area. The personae acted as a trigger to visit different situations, constraints and conditions. The sticker votes allowed us to see at a glance which stories were most universal.

Creating Composite Stories

From the 256 stories generated in the workshop, I crafted a total of nine composite stories.

  • Three JTBD

  • Three stories per JTBD

  • Across four personae

Copy Writing

After the workshop, I sent the composite story ideas to the participants.

  • This acted as a thank you, allowing them to see the results of their contribution

  • Allowed us to collect feedback

  • I then wrote the copy, which a journalist edited

Creating Wireframe

In the final stage, I redesigned the flow, for a micro-site experience which integrated these stories into the program discovery.

Wireframes & Flow

I produced high-resolution mockups, which a colleague then implemented into the website.

I worked with my colleague to implement a flow that brought potential participants from an email to a story page. The participants could then register, or learn more about the program prior to registering.

GitHub Project (Public) :

Link

My Role

  • Researcher

  • Copy Writer

  • UX Designer

  • Project Manager