Unique Consumer Journey Maps

A nationwide in-home healthcare provider desired audience-specific insights to build in-depth health journey maps to understand consumer experiences, inform future strategies for recruiting and retain new employees and customers.

APPROACH

The client required an approach to uncover the consumer journey of three distinct target audiences: new caregivers, experienced caregivers, and parents of customers. Utilizing the client’s past research to avoid replicating knowledge, W5 created three Online Discussions tailored to each audience’s unique characteristics. W5 moderators discussed participants’ experiences and provided context by mapping and annotating their own in-home health journey. Online Discussions were an ideal methodology allowing multiple days with participants and capturing personal experiences and touchpoints to fuel authentic stories. Leveraging insights from the discussions, W5 created three unique Consumer Journey Maps highlighting the emotions, decisions, needs, and challenges of each audience.

RESULTS

W5’s Consumer Journey Maps revealed areas of overlap among audiences, opportunities to proactively engage each audience, and strategies for adding value throughout the journey. Specific steps were identified to enhance audiences’ in-home healthcare experience by eliminating pain points and challenges. W5 provided a deeper understanding of needs in the in-home healthcare journey—enabling the client to create marketing and sales materials tailored to the contexts and needs of their consumers.