Health Association
Member Value Proposition
A Journalistic Approach to Assessing Member Value
CLIENT
A certification, governance, and advocacy healthcare body in the USA.
DELIVERABLES
User Interviews, Data Summary, User Journeys,
Strategic Recommendations, High-Fidelity Concept Work
PROJECT
Research member's perceived value and expectations of the organization, as input to strategy and concept work for a new website.
ROLE
UX Researcher, Strategist & Designer

Membership Status
33%
67%
Members
Non-Members
User
Interviews
METHOD
Remote Moderated Interviews
DATES
March 17th - April 11th 2023
STUDY DESIGN
Remote Video Calls
LENGTH
1 Hour
PARTICIPANTS
30
INCENTIVE
$75 Amazon Gift Card
Gender
23%
77%
Female
Male
Profession
13%
87%
SLP's
Audiologists
Age
6%
27%
20%
20%
10%
17%
20's
30's
40's
50's
60's
Undislosed
Work Environment
13%
33%
37%
7%
10%
Students
Healthcare
Schools
Private
60's
Spanning
Geography
While not possible to cover all regions, we ensured to span the continental United States, while balancing rural and metropolitan areas.
The range of experiences we heard was broad, and at times heartbreaking; several ASHA members reported being extremely overworked, underpaid, and unable to meet guidelines for quality care.
I pride myself on providing all research participants with a safe, human and empathetic experience, regardless of the topic at hand.

Data
Synthesis
With what could have been an overwhelming amount of both quantitative and qualitative data, I knew we needed a modern collaborative approach to synthesis.
After assessing multiple tools, I recommended Dovetail for video transcription, theme tagging, quote finding, and to help quantify results.

Current Member
Journey
Following research, I captured what we heard in four detailed audience journeys to represent the member’s current experience and perception of the organization.
This brought hard truths to the table and helped internal stakeholders empathize with members.
Journeys were divided by Jobs To Be Done (JTBD).

Mapping
Elements
In addition to the standard journey elements (phases, milestones, pain points, feelings, etc.) we layered in “Financial Ask” as this was a theme of most member’s frustrations.
“Opportunities” demonstrate preliminary thinking and outline potential steps to build a more positive member experience.

Concept Design
Renewal
Every member, regardless of engagement level, needs to renew their certificate annually to continue professional practice. This makes renewal the most important task within the ASHA experience.

Concept Design
Dashboard
Many pain points were uncovered during research, however, a few benefits that work well were also identified.

Concept Design
Messaging
Concept design is a powerful tool to get alignment and buy-in. It doesn’t claim to have all the answers, but allows stakeholders to imagine “what if?” and often succeeds in getting a larger project green lit.
