Cedar Avenue Hospital

UX Research for a revamped hospital experience

UX Research for a revamped hospital experience

User Research

User Research

UX

UX

Research Methods

Research Methods

User Research

Bridging the gap between the community and the hospital for a better healthcare experience

Bridging the gap between the community and the hospital for a better healthcare experience

Role

Role

UX Research

UX Research

Timeline

Timeline

Jan 23 - Dec 23

Jan 23 - Dec 23

Industry

Industry

Healthcare

Healthcare

What I Did

What I Did

Qualitative Research, Quantitative Research, Surveys, Secondary Research, User Journey, User Persona, User Insights and Findings

Qualitative Research, Quantitative Research, Surveys, Secondary Research, User Journey, User Persona, User Insights and Findings

Team

Team

Avani, Nanditha, Jared

View Presentation

Overview

Cedar Avenue grapples with a history of mistrust within the community, as the hospital's service and decline linger vividly in many minds.


Although Mercy Philadelphia Hospital, founded by the Sisters of Mercy, has dedicated 98 years to serving West and Southwest Philadelphia with a mission to care for the underserved, the community's trust remains elusive despite multiple changes in management.

Cedar Avenue grapples with a history of mistrust within the community, as the hospital's service and decline linger vividly in many minds.


Although Mercy Philadelphia Hospital, founded by the Sisters of Mercy, has dedicated 98 years to serving West and Southwest Philadelphia with a mission to care for the underserved, the community's trust remains elusive despite multiple changes in management.

The Challenge

How might we enhance community-hospital relations by examining experiences to foster healthcare opportunities

How might we enhance community-hospital relations by examining experiences to foster healthcare opportunities

What

How

Why

The Goal and Objectives of Research

Discover actionable opportunities for the hospital to build trust in the community.

Discover actionable opportunities for the hospital to build trust in the community.

  1. To understand the perspective of the community towards the hospital and evaluate the effectiveness of the hospital's efforts

  2. To learn about the impact of hospitals communication and outreach in the community

  3. To observe how people perceive the brands associated with Cedar

  4. To understand how people relate with the staff of the hospital

  1. To understand the perspective of the community towards the hospital and evaluate the effectiveness of the hospital's efforts

  2. To learn about the impact of hospitals communication and outreach in the community

  3. To observe how people perceive the brands associated with Cedar

  4. To understand how people relate with the staff of the hospital

User
Interviews

12

Stakeholder
Interviews

2

Community

Surveys

20

Key

Insights

6

Next

Steps

6

User Research

User Research

To understand the reasons for mistrust and the community perspective, we conducted interviews with 12 individuals who had firsthand experience with the healthcare services at the hospital. We developed an interview guide to explore their experiences as well as assess their awareness of the recent changes in hospital management.


Additionally, we administered 20 surveys to gauge community knowledge regarding the services provided, partnerships with PHMC and CHOP, and the effectiveness of the hospital's communication in reaching the community.

To understand the reasons for mistrust and the community perspective, we conducted interviews with 12 individuals who had firsthand experience with the healthcare services at the hospital. We developed an interview guide to explore their experiences as well as assess their awareness of the recent changes in hospital management.


Additionally, we administered 20 surveys to gauge community knowledge regarding the services provided, partnerships with PHMC and CHOP, and the effectiveness of the hospital's communication in reaching the community.

Users Experiences from Interviews

Users Experiences from Interviews

Don't know about PHMC including its name, services, or affiliations even after recently visiting the hospital for my injury.

Terrel, 32 yrs | Working Professional

3 blocks away from the hospital

Insight One

Expand outreach through various channels and resources

Expand outreach through various channels and resources

Those with recent hospital experiences are likely aware of changes, but many in the neighborhood are uninformed and often seek treatment elsewhere.


While newsletters help, they have mixed results. PHMC requires additional communication channels to effectively convey the hospital's value to the community, expanding reach on Cedar Ave.

Those with recent hospital experiences are likely aware of changes, but many in the neighborhood are uninformed and often seek treatment elsewhere.


While newsletters help, they have mixed results. PHMC requires additional communication channels to effectively convey the hospital's value to the community, expanding reach on Cedar Ave.

Insight Two

Consider visually communicating the hospital's status, brands, and values

Consider visually communicating the hospital's status, brands, and values

Unclear, minimal, and seemingly temporary signage, coupled with an unchanged exterior, hinders the portrayal of new management.


The persistent Catholic imagery creates a misleading association with a past where care was perceived as exclusive.


The community struggles to recognize changes, attributed to a lack of visual communication extending beyond the hospital premises.

Unclear, minimal, and seemingly temporary signage, coupled with an unchanged exterior, hinders the portrayal of new management.


The persistent Catholic imagery creates a misleading association with a past where care was perceived as exclusive.


The community struggles to recognize changes, attributed to a lack of visual communication extending beyond the hospital premises.

Insight Three

Aligning all brands with a unified strategy can enhance community perception, awareness, and confidence in the hospital

Aligning all brands with a unified strategy can enhance community perception, awareness, and confidence in the hospital

A cohesive website that aligns with the coalition’s goals for the new public health campus will help in creating awareness of its services and brand partnership.

A cohesive website that aligns with the coalition’s goals for the new public health campus will help in creating awareness of its services and brand partnership.

Insight Four

Creating a strategy to ensure that doctors and nurses more closely mirror the diversity of the community

Creating a strategy to ensure that doctors and nurses more closely mirror the diversity of the community

Perceived Outcomes-

  • Enhance patient comfort and reduce stigma

  • Mitigate unintentional bias among healthcare professionals

  • Improve overall patient health outcomes

  • Foster a greater sense of obligation among community-based doctors and nurses to support patients.

Perceived Outcomes-

  • Enhance patient comfort and reduce stigma

  • Mitigate unintentional bias among healthcare professionals

  • Improve overall patient health outcomes

  • Foster a greater sense of obligation among community-based doctors and nurses to support patients.

Insight Five

Monitor and utilize results to boost survey participation rates, capturing valuable experiences that can enhance patient care

Monitor and utilize results to boost survey participation rates, capturing valuable experiences that can enhance patient care

Patients’ evaluation of care is a practical tool to provide opportunities for improvement. Not asking the right questions at the right time makes it difficult to gauge the patient experiences and sentiments to improve them.

Patients’ evaluation of care is a practical tool to provide opportunities for improvement. Not asking the right questions at the right time makes it difficult to gauge the patient experiences and sentiments to improve them.

Insight Six

Assess the morale of the staff and identify methods to cultivate optimism and promote empathy

Assess the morale of the staff and identify methods to cultivate optimism and promote empathy

Enhance employee experience by monitoring engagement and addressing concerns over time with actionable feedback.

Enhance employee experience by monitoring engagement and addressing concerns over time with actionable feedback.

Next Steps

Communication Outreach

Grand opening, multi-targeted events, including community members in event creation/planning, promotions, educational materials, and more representation at community block meetings.

Building Awareness

Cohesive website by defining the role of each brand, services offered and building an intuitive user-based website

Measure What Matters

Collecting real-time feedback via survey tools from the patients to evaluate opportunities for improvement

Branding

Better visual communication to reflect the change in management: billboards, signage, infrastructure revamp

Inclusivity

Establish a diverse healthcare workforce through collaboration with university programs and scholarship encouragement. Revise recruitment, admissions, and retention methods with a holistic approach.

Enhance Employee Relationship

Building staff morale and empathy by timely rewards and perks, conducting team-building sessions and promoting a healthy environment.

Empathy Mapping

Empathy Mapping

User Journey Mapping

User Journey Mapping

Survey Analysis

User Profiles

Key Takeaways
and Learnings

The key takeaway was to remain unbiased during interviews and handle sensitive situations adeptly. Being assertive in planning questions quickly to avoid repetition and excluding sensitive personal inquiries like ethnicity were crucial lessons.


To improve, I would plan better for handling difficult situations. Developing a set of questions for various scenarios (Mercy, Cedar, or none) would help. Reordering questions on the spot during time-sensitive situations proved challenging. Compiling interviews promptly is essential to avoid missing details in scenarios where recording is not feasible.

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Now actively seeking new opportunities.
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Nilomi Zavery © 2024

Based in USA

Socials

That was a lot of scrolling;
wanna hire me?

Now actively seeking new opportunities.
Think I'd be a good fit for your team?

Open to relocate | Hybrid | Remote

nilomizavery@gmail.com

Nilomi Zavery © 2024

Based in USA

Socials

That was a lot of scrolling;
wanna hire me?

Now actively seeking new opportunities.
Think I'd be a good fit for your team?

Open to relocate | Hybrid | Remote

nilomizavery@gmail.com

Nilomi Zavery © 2024

Based in USA

Socials

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