Digital health | Improving digital health products by shedding light on DKV's user research.
Work
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User Research
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DKV

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!

DKV - Fail Fast
DKV - Fail Fast

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.

DKV - Fail Fast

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.

DKV - Fail Fast

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.

DKV - Fail Fast

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.

DKV - Fail Fast

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.

DKV - Fail Fast

Over 800 surveys were conducted to address the hypotheses formulated. We correlated data from the respondents' profiles, such as their income and the population where they resided, with their perception of the value proposition of the offered product. The analysis of the results delved into the existing differences among user segments.

DKV - Fail Fast
DKV - Fail Fast

The 7 main hypotheses were broken down into a total of 22 research questions. As a result of the research, we obtained over 60 insights. The final report synthesized all the knowledge acquired and addressed each of the hypotheses posed. We complemented the conclusions with the most interesting quotes from users to add an emotional layer to the results obtained.

DKV - Fail Fast
Mapeamos los insights de la encuesta y los agrupamos con los de las entrevistas para identificar los porqués tras los datos cuantitativos. Y sintetizamos la respuesta a las hipótesis planteadas para cada segmento. 

We mapped the insights from the survey and grouped them with those from the interviews to identify the reasons behind the quantitative data. Then, we synthesized the response to the hypotheses posed for each segment.

Exploring variances based on user type

We interviewed different user profiles to comprehend the variations among segments regarding the desired guidance.

Over 800 surveys were conducted to address the hypotheses formulated. We correlated data from the respondents' profiles, such as their income and the population where they resided, with their perception of the value proposition of the offered product. The analysis of the results delved into the existing differences among user segments.
DKV - Fail Fast
DKV - Fail Fast
The 7 main hypotheses were broken down into a total of 22 research questions. As a result of the research, we obtained over 60 insights. The final report synthesized all the knowledge acquired and addressed each of the hypotheses posed. We complemented the conclusions with the most interesting quotes from users to add an emotional layer to the results obtained.
DKV - Fail Fast
Mapeamos los insights de la encuesta y los agrupamos con los de las entrevistas para identificar los porqués tras los datos cuantitativos. Y sintetizamos la respuesta a las hipótesis planteadas para cada segmento. 
We mapped the insights from the survey and grouped them with those from the interviews to identify the reasons behind the quantitative data. Then, we synthesized the response to the hypotheses posed for each segment.
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Over 800 surveys were conducted to address the hypotheses formulated. We correlated data from the respondents' profiles, such as their income and the population where they resided, with their perception of the value proposition of the offered product. The analysis of the results delved into the existing differences among user segments.
DKV - Fail Fast
DKV - Fail Fast
The 7 main hypotheses were broken down into a total of 22 research questions. As a result of the research, we obtained over 60 insights. The final report synthesized all the knowledge acquired and addressed each of the hypotheses posed. We complemented the conclusions with the most interesting quotes from users to add an emotional layer to the results obtained.
DKV - Fail Fast
Mapeamos los insights de la encuesta y los agrupamos con los de las entrevistas para identificar los porqués tras los datos cuantitativos. Y sintetizamos la respuesta a las hipótesis planteadas para cada segmento. 
We mapped the insights from the survey and grouped them with those from the interviews to identify the reasons behind the quantitative data. Then, we synthesized the response to the hypotheses posed for each segment.
arrow left
arrow right
Over 800 surveys were conducted to address the hypotheses formulated. We correlated data from the respondents' profiles, such as their income and the population where they resided, with their perception of the value proposition of the offered product. The analysis of the results delved into the existing differences among user segments.
DKV - Fail Fast
DKV - Fail Fast
The 7 main hypotheses were broken down into a total of 22 research questions. As a result of the research, we obtained over 60 insights. The final report synthesized all the knowledge acquired and addressed each of the hypotheses posed. We complemented the conclusions with the most interesting quotes from users to add an emotional layer to the results obtained.
DKV - Fail Fast
Mapeamos los insights de la encuesta y los agrupamos con los de las entrevistas para identificar los porqués tras los datos cuantitativos. Y sintetizamos la respuesta a las hipótesis planteadas para cada segmento. 
We mapped the insights from the survey and grouped them with those from the interviews to identify the reasons behind the quantitative data. Then, we synthesized the response to the hypotheses posed for each segment.
arrow left
arrow right
Over 800 surveys were conducted to address the hypotheses formulated. We correlated data from the respondents' profiles, such as their income and the population where they resided, with their perception of the value proposition of the offered product. The analysis of the results delved into the existing differences among user segments.
DKV - Fail Fast
DKV - Fail Fast
The 7 main hypotheses were broken down into a total of 22 research questions. As a result of the research, we obtained over 60 insights. The final report synthesized all the knowledge acquired and addressed each of the hypotheses posed. We complemented the conclusions with the most interesting quotes from users to add an emotional layer to the results obtained.
DKV - Fail Fast
Mapeamos los insights de la encuesta y los agrupamos con los de las entrevistas para identificar los porqués tras los datos cuantitativos. Y sintetizamos la respuesta a las hipótesis planteadas para cada segmento. 
We mapped the insights from the survey and grouped them with those from the interviews to identify the reasons behind the quantitative data. Then, we synthesized the response to the hypotheses posed for each segment.
arrow left
arrow right
Over 800 surveys were conducted to address the hypotheses formulated. We correlated data from the respondents' profiles, such as their income and the population where they resided, with their perception of the value proposition of the offered product. The analysis of the results delved into the existing differences among user segments.
DKV - Fail Fast
DKV - Fail Fast
The 7 main hypotheses were broken down into a total of 22 research questions. As a result of the research, we obtained over 60 insights. The final report synthesized all the knowledge acquired and addressed each of the hypotheses posed. We complemented the conclusions with the most interesting quotes from users to add an emotional layer to the results obtained.
DKV - Fail Fast
Mapeamos los insights de la encuesta y los agrupamos con los de las entrevistas para identificar los porqués tras los datos cuantitativos. Y sintetizamos la respuesta a las hipótesis planteadas para cada segmento. 
We mapped the insights from the survey and grouped them with those from the interviews to identify the reasons behind the quantitative data. Then, we synthesized the response to the hypotheses posed for each segment.
arrow left
arrow right
Over 800 surveys were conducted to address the hypotheses formulated. We correlated data from the respondents' profiles, such as their income and the population where they resided, with their perception of the value proposition of the offered product. The analysis of the results delved into the existing differences among user segments.
DKV - Fail Fast
DKV - Fail Fast
The 7 main hypotheses were broken down into a total of 22 research questions. As a result of the research, we obtained over 60 insights. The final report synthesized all the knowledge acquired and addressed each of the hypotheses posed. We complemented the conclusions with the most interesting quotes from users to add an emotional layer to the results obtained.
DKV - Fail Fast
Mapeamos los insights de la encuesta y los agrupamos con los de las entrevistas para identificar los porqués tras los datos cuantitativos. Y sintetizamos la respuesta a las hipótesis planteadas para cada segmento. 
We mapped the insights from the survey and grouped them with those from the interviews to identify the reasons behind the quantitative data. Then, we synthesized the response to the hypotheses posed for each segment.
arrow left
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PABLO CASALS, CPO & CM

Fail Fast, has its own style. It's impossible not to be surprised.