Project Summary:

In collaboration with Empathy Equation from July 2019 – September 2019

Objective: Investigate the future of health management and healthcare delivery amongst patients experiencing chronic conditions through ethnographic research and a human-centered design approach. Define near-future opportunities to increase value and financially sustainable care models for system and patient needs.

Scope: 41 participants across the clinic systems’ coverage area and within different clinic practices and sizes.

Responsibilities:

• Assist in the facilitation of two stakeholder workshops —
  • Project Scope and Priorities Workshop
  • Collaborative Synthesis and Participatory Design Workshop
• Maintain relationships and communication with clients throughout the project to stay aligned to project objectives and build rapport
• Recruitment of research participants
• Collaborate on the creation of participant interview and shadowing guides
• Lead and assist in-depth participant interviews
• Shadowing of patients and healthcare providers (HCPs) at clinics/hospitals
• Recording and analyzing field notes, observations, and interview transcripts
• Collaborative data synthesis and analysis
• Development of patient-focused and HCP-focused thematic insights
• Development of patient and HCP personas
• Development of patient and HCP journey maps
• Creation of future scenario
• Collaborate to develop immediate-future and near-future recommendations
• Final presentation of insights and deliverables to stakeholders and medical directors

Results:

250 page final report including the work I did to generate:

• 26 insights under three high-level findings
• Participant summaries
• 4 HCP personas + journey maps and 5 patient personas + journey maps
• 30 high-level recommendations, each containing specific recommendations within
• 3 years out future scenario based on recommendations

Impact: Although the full impact of the project cannot be understood immediately, there are a number of results we were able to see over the course of our involvement in the project—

• Increase in stakeholder empathy for the workday and responsibilities of HCPs as well as the experiences of patients before, during, and after their engagement with the health system
• Understanding of previously undetected patient and HCP needs, particularly barriers to access
• Identification of opportunity areas within the system that require strategy for growth or transformation:
  • Technology and process improvement
  • System-wide morale
  • Increase in vertical communication and trust within the organization (i.e. bottom-up with structures in place to ensure feedback is received and acted upon)
  • Changes and expansion in care coordination
  • Provider-patient relationship
  • Supporting patient-driven health outcomes
• A shift in strategy for how patients make appointments and scheduling possibilities for the system at large
• Segmentation of patients leading to enhanced patient profiles
• A shift in strategy from a one-size-fits-all clinics approach to one that allows for different care delivery models depending on the (persona) segmentation of HCPs as well as regional cultural differences

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Project Summary:

In collaboration with Zeus Jones from June 2019 – July 2019

Objective: Workplace is Facebook’s platform for connection and collaboration within companies and organizations. Seeking to understand the current state of knowledge around the problem of disconnectedness at work and the potential for connectedness to respond to the consequences of the contemporary state of work, my role was to summarize the established thinking and build a point of view around the dimensions that connectedness could impact.

Responsibilities:

• Develop a research project proposal
• Conduct an in-depth literature review from the social sciences and management sciences
• Synthesize data from the cultural landscape on “the problems of work” and complete a cultural analysis
• Collaborate with a multi-disciplinary team and the clients, reporting my progress and findings throughout the project
• Define a perspective on the research from which Workplace could re-think and transform brand and communication strategy
• Challenge established thinking and develop thoughtful recommendations for future qualitative research opportunities

Results:

• A 50 page report, in a compelling narrative form, on the findings which synthesized research insights, identified insights and opportunities, and created a strategic framework.

Impact:

The impact of my work and the insights I generated helped provide Workplace with a theoretical framework and strategic direction in communicating the value of connection in the workplace, from both a cultural perspective and in service of fundamental business performance objectives.

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Objective: Gain an understanding of the global coliving, coworking and surf market, while fleshing out cultural and human behavior insights to help a new coliving and coworking company in Spain develop their brand, offerings, messaging, and web and social media content. Utilize mixed qualitative research and analysis methods to devise a brand strategy, structure the offering, and make visual and communication recommendations.

Scope: Global coliving with coworking and surfing market, focusing primarily on Europe.

Responsibilities:

• Project scoping and development
• Collection of qualitative data from the web
• Recording and analyzing field notes and observations
• Data synthesis and analysis
• Development of strategic cultural and market insights
• Development of personas
• Creation of future scenario
• Collaborate to develop recommendations and brand + service strategy
• Web and communications content creation
• Final presentation of insights and deliverables

Results:

A research report including:

• Visual insights built from a semiotic analysis accompanied by branding, visual, and web recommendations.
• Industry insights including an overview of research into the coliving and coworking travel industry. A series of analyses was conducted: competitive analysis, social media analysis, and discourse analysis.
• Audience insights to help understand the desires, cultural values, meanings, and interests of the target audience.
• Recommendations for future qualitative research.

Content creation:

• Copywriting and content creation for the coliving website.
• Strategy and ideation for content creation in the form of a regular blog extending beyond the scope of my work on the project.

Impact:

This project was created and carried out during the global COVID pandemic, meaning that the coliving space is not yet open to receive global travelers and therefore the impact is still to be determined. However, feedback from the owner of the coliving/coworking space concerning the impact included:

• New life, energy and inspiration moving forward
• A much clearer vision on how to market and communicate about the space
• A shift in visual strategy that is more aligned with the target customer
• A robust understanding of competitors and the market based on research that he “would not have thought of” himself
• Greater awareness pertaining to cultural values of target customer that influence their experience of the coliving space
• Having a sounding board to run ideas by in order to check their relevancy and relatability for potential customers

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Objective: A new venture studio was seeking support in strategy and presentation design for a number of clients that were moving into new markets or launching new products and services.

My work and impact:

My core contribution was to assist the founder in designing well-researched strategy reports that inform business decisions. As an anthropologist, my role was also to advise on human-centered approaches for entrepreneurs as well as consult on qualitative research to be undertaken when moving into new markets.

I worked on three main client projects:

• A Latin American FinTech Company:
• A Startup Accelerator for Social Impact Entrepreneurs:
• A Latin American E-Commerce Startup:

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