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Health Association

Member Value Proposition

A Journalistic Approach to Assessing Member Value

INDUSTRY

Healthcare, Education

RESEARCH

Member Interviews

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

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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.

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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.

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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). 

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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.

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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.

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Concept Design

Dashboard

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

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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.

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