Service Design Student Project - Bupa

We are: Catalina Bonavia Annemarie Sia Maruf Morshed

Created our HMW How might we establish an engaged relationship between parents with empty nests and their health care so they get more value out of it and dont feel left out

We learned from real people.

12 interviews

PROFILES

60 - 80 years old

Minor issues

No children at home

What we asked -

-

their health insurances - their history - their experience - what to improve/fix their health - their goals - how things changed how H.I and general health changed during empty nest phase

What we learnt

STILL WORKING STAGES OF LIFE

RECENTLY RETIRED Again… what to do with that time?

+5 YEARS RETIRED

Who to spend this time with?

What we learnt MORE SPACE

MORE TIME

CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY

FINANCES

But what to do with that time?

STILL WORKING STAGES OF LIFE

RECENTLY RETIRED Again… what to do with that time?

FREEDOM

+5 YEARS RETIRED

Who to spend this time with?

STILL WORKING

What we learnt MORE SPACE

MORE TIME

CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY

STAGES OF LIFE

But what to do with that time?

RECENTLY RETIRED Again… what to do with that time?

Who to spend this time with?

FREEDOM

FINANCES FRIENDS

BUSY & FAR AWAY

RELATIONSHIPS CHILDREN

+5 YEARS RETIRED

How to connect with them?

COMMUNITY NEIGHBOURS

What we learnt MORE SPACE

MORE TIME

But what to do with that time?

STILL WORKING What could I do at this WANT TO age?

BE ACTIVE

RECENTLY RETIRED HEALTH & WELLNESS

CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY

FREEDOM

STAGES OF LIFE

Again… what to do with that time?

Who to spend this time with?

LONELINESS

FINANCES FRIENDS

BUSY & FAR AWAY

RELATIONSHIPS CHILDREN

+5 YEARS RETIRED

How to connect with them?

COMMUNITY NEIGHBOURS

What we learnt MORE SPACE

MORE TIME

But what to do with that time?

STILL WORKING What could I do at this WANT TO age?

BE ACTIVE

RECENTLY RETIRED HEALTH & WELLNESS

CHILDREN LEAVING IS SEEN AS AN OPPORTUNITY

FREEDOM

STAGES OF LIFE

Again… what to do with that time?

Who to spend this time with?

LONELINESS

FINANCES FRIENDS

BUSY & FAR AWAY

RELATIONSHIPS CHILDREN

+5 YEARS RETIRED

How to connect with them?

COMMUNITY NEIGHBOURS

Focused on a group Tech Savvy

Working

Retired

Retired for 10 years

Tech Newbie

Retired for 15 Years

Death

Shifted our HMW How might we establish an engaged relationship between empty nesters retired australians, their wellbeing & health insurance so they get more value out of it

About Her

Helen was an accountant and had spend all her life working hard and growing up with her 2 daughters. Her husband passed away 5 years ago, almost at the same time she was retiring. Her daughters are now very busy and she has a few friends from the neighborhood that she met while volunteering.

Behaviours

About Her Age Suburb Health Financial Status Occupation Children

70 YEARS GEELONG MINOR ISSUES MIDDLE CLASS WIDOW +5 RETIRED 2 GROWN UPS

Motivators FEEL HEALTHY ENJOY LIFE CONNECT WITH PEOPLE

-She was on a family plan, but switched to a single plan with the cheapest hospital cover.

-Use extras as much as she can, but still don’t use all of them.

Goals -Be an active person (physically) -Be socially involved -Enjoy her retirement being healthy.

-Spend quality time with others

Sphere of influence

INVEST IN IMPROVING HEALTH

CHILDREN

BE IN CONTROL OF HEALTH

HELEN

“

The lonely retiree

When I had my last surgery I stayed at my friends house, and If I need something I would call my neighbour, not my daughter, she is busy.

Values & Fears -Don’t want to feel lost in life -Values family and friends -Values to be an independent person -Worried about high cost of things -Wants to avoid stress and heavy strain

GP SPECIALISTS

FRIENDS

HELEN NEIGHBOURS

Our story started to form Isolated Health slowly deteriorating Worried about future

SITUATION

Recent surgery and recovery at a friends house and then alone at home

TRIGGER

Feel connected Active & Doing

Be healthy, happy and connected

Not being isolated

GOALS

IDEAL SITUATION

Our story started to form Isolated Health slowly deteriorating Worried about future

SITUATION

Recent surgery and recovery at a friends house and then alone at home

TRIGGER

Feel connected Active & Doing

Be healthy, happy and connected

Not being isolated

GOALS

IDEAL SITUATION

Barriers Doesn’t know where to start

Thinks that they should take things easy at their age

Wants to get out

GPS & docs don’t give enough time

Needs something very personalized

Not very tech savvy

Worried about getting hurt

Doesn’t want to bother others (esp her family)

Our story started to form Isolated Health slowly deteriorating Worried about future

SITUATION

Recent surgery and recovery at a friends house and then alone at home

TRIGGER

Feel connected Active & Doing

Be healthy, happy and connected

Not being isolated

GOALS

IDEAL SITUATION

Generated lots of ideas We focused on:

HMW Add value to people that dont use it

HMW Achieve better health and wellness

we fleshed out the ideas

Idea 1 : Health Coach Customer Signs up to plan where she meets a health coach

Nutrition Plan

Health coach crafts an overall health and nutrition plan for her and that includes community activities

Exercising plan

Goes to community event

Community engagement plan

Gets healthy by following plan

Idea 1 : Health Coach

We created a brochure outlining our idea

Idea 1 : Health Coach

We then tested with people from our target audience

Results

Negative Positive They feel that both nutrition and fitness are things they can do by themselves.

VALUE COMMUNITY ENGAGEMENT

“

If I were able to switch my extras for other services, then I would pay for them. I don’t have extras now because I feel that if I don’t use some I would be throwing my money away ” Barbara - 71 years

DON’T CARE IF THEY LEARN OR NOT, BUT WANT TO BUILD FRIENDSHIPS

CUSTOMIZE THE POLICY TO MEET THEIR OWN NEEDS

They don’t see the connection between insurance and being healthy everyday.

Idea 1.2 Bupa community

Customer Signs up to plan where she meets a health coach

Website with all community events near the customer

Goes to community event

Gets healthy by following plan

Results Cons Pros

VARIETY: It gives people lot of opportunities to participate in different activities.

“

What if I get there and then the class is too hard for me, you know my knee isn’t good anymore and I can’t walk a lot” Barbara - 71 years

EMPOWERMENT: It also give the opportunity to host their own activities helping them feel useful and interesting.

TECHY: Even though it was a simple website, it was probably ‘too technical’ for our older audience

RISKS: Without professional advice people could enroll for activities that might hurt them and affect their mental health.

Idea 1.3 : Helper gets you to the community

+

=

combine previous idea of health helper

idea 1.3 Customer signs up for service

Choose to use unused extras to fund a helper and activities

Goes to activities

Customer gets assigned helper (from bupa)

Gets healthy and happy

Meet with helper

Helper asses her situation and recommends appropriate local activities

Feel lonely and guilty

Her doctor recommends to do some activities with people and gives her the brochure.

She gets a proactive call from Bupa.

Helen reads the brochure and does a little research.

She signs up

Her helper calls her and establish a relationship.

While waiting she enjoys the webpage and surf the activities she may join.

She meets the helper and talk about what she likes.

And also about what are her needs, so she signs up for some activities.

She does some shopping while waiting for her first class.

The day before she goes to the class the helper calls her for a quick check.

She goes to yoga class and notices her improvements.

SCENARIO 1

Something comes up and she needs to cancel.

SCENARIO 2

Some weeks later she gets a call from her helper to check how is she going.

Helen tells her helper that she is not enjoying her piano classes any more.

They evaluate some new activities and she signs up for Salsa class.

She goes to the dance class and enjoy having new friends.

So she continues using and recommending this Bupa service because she is now HAPPY, CONNECTED, and HEALTHY.

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Back of house

● ● ● ●

Key Relationships - right place and time Calls & Text recruiting helpers providing a Support Team for Helpers opportunity for Helper App

1. Paying more for Bupa Community to keep all extras or

($500)

($800)

2. Using Unused Extras to pay for Bupa Community ($200)

($225)

Bupa Community

($750) ($300)

●

we think it would work because...

● ● ●

Chance to enjoy using health insurance Investing in Health & Wellness (instead of curing) Using Bupa as a bridge between health and community Bupa uses existing services, not creating new ones

THANK YOU!

Catalina Bonavia - Annemarie Sia - Maruf Morshed