DIGITAL HEALTH
Digitalization has had a significant impact on the health insurance sector in Spain, transforming how insurance companies interact with their clients. Spanish customers prefer to manage transactions and inquiries through digital channels, such as websites and mobile applications, rather than visiting physical locations. Insurance companies have responded to this trend by investing in technology and developing digital services to meet these preferences.
DKV sought to comprehend the expectations and responses of its target audience concerning a particular Digital Health product. For this purpose, they asked us to validate both the overall impression of users and the appeal of the offer, as well as the potential of the product, through a qualitative study.
Based on the proposed segmentation, we conducted a quantitative study to understand users' preferences regarding the product. Subsequently, we refined the research with a qualitative study, interviewing potential clients in their homes. These kinds of contextual interviews enrich our insights and allow us to delve into users' motivations and other aspects not addressed in quantitative analysis.
Find out how we approached user research and the advantages of combining quantitative and qualitative analysis in this project!
Quantitative analysis as a starting point
The main goal of our quantitative study was to understand users' perception regarding the value proposition of the digital product, their relationship with the brand, and their behavior in the health domain. The study revealed some differences among different user profiles, which we could further explore in the qualitative study.
Conducting the quantitative study before the qualitative one allowed us to fine-tune the profile of the participants in recruitment, as well as adapt the interview scripts to delve into motivations and shed light on these differences.
CONTEXTUAL INTERVIEWS
We conducted 8 in-depth interviews with users in their home environments, visiting their residences to understand their context firsthand and uncover expectations, sensitivity to the value proposition, and new needs regarding medical advice.
Contextual interviews provide more nuances and depth compared to interviews conducted in a laboratory or client offices. The familiarity of the environment encourages the interviewee to open up more quickly, connect more deeply with their emotions, and provide higher-quality insights in a shorter amount of time. As researchers, these types of interviews allow us to understand aspects of the interviewee that are challenging to obtain in a laboratory setting.
NEXT STEPS
Through the study, we identified the decision-making process of users when purchasing a health product. We also found the main differences in the acquisition process compared to other services. This understanding helped us define how to reduce security and reliability friction in the process to improve conversion.
Quantitative analysis as a starting point
The main goal of our quantitative study was to understand users' perception regarding the value proposition of the digital product, their relationship with the brand, and their behavior in the health domain. The study revealed some differences among different user profiles, which we could further explore in the qualitative study.
Conducting the quantitative study before the qualitative one allowed us to fine-tune the profile of the participants in recruitment, as well as adapt the interview scripts to delve into motivations and shed light on these differences.
CONTEXTUAL INTERVIEWS
We conducted 8 in-depth interviews with users in their home environments, visiting their residences to understand their context firsthand and uncover expectations, sensitivity to the value proposition, and new needs regarding medical advice.
Contextual interviews provide more nuances and depth compared to interviews conducted in a laboratory or client offices. The familiarity of the environment encourages the interviewee to open up more quickly, connect more deeply with their emotions, and provide higher-quality insights in a shorter amount of time. As researchers, these types of interviews allow us to understand aspects of the interviewee that are challenging to obtain in a laboratory setting.
NEXT STEPS
Through the study, we identified the decision-making process of users when purchasing a health product. We also found the main differences in the acquisition process compared to other services. This understanding helped us define how to reduce security and reliability friction in the process to improve conversion.
Exploring variances based on user type
We interviewed different user profiles to comprehend the variations among segments regarding the desired guidance.
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PABLO CASALS, CPO & CM
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