"The way we treat Veterans today is the reason they will choose us tomorrow."
- VA Executive
Project Type:
Full lifecycle, multi-million dollar T&M service design contract with multiple projects that leveraged Human-Centered Design (HCD) to understand and address customer and employee pain points.
The Team:
I served as the Design Lead, managing several project teams from 5 companies working side-by side with client team members and VA field representatives from across the country.
Overview:
Organizational change is both challenging and rewarding. Our small firm was awarded the contract after field research for the Patient Experience (PX) project had already been completed. As the Design Lead, I strategically recruited multi-disciplinary collaborators who complemented the team’s strengths and contributed to achieving impactful outcomes, which built trusted relationships with the project’s clients.
Through the contract, we co-designed and tested solutions for the PX project, tackled VA's Interactive Voice Response system (i.e., the 1-800 phone number), and revised hundreds of Veteran benefit letters to improve readability and the overall Veteran experience. The case study below focuses on the PX project, which led to the design and development of solutions that are still in place today including VA’s celebrated Red Coat Ambassadors program, WECARE and SALUTE to Recovery initiative, and Patient Care rounding.
Understanding the Journey
The Patient Journey Map, which was accompanied by an employee experience map, a future-state version, and a service blueprint highlights the Veteran's journey through outpatient care at VA.
Creating Design Concepts
Working with the client and field representatives from across the country, we developed 14 prioritized design concepts - focused on addressing both patient and employee experience. We identified and refined three concepts into low-fidelity prototypes for testing:
-
Notification Letter - A carefully crafted redesigned letter notifying Veterans of a change in their Primary Care Provider. This revised design emphasized clear and concise communication that also employed a warmer tone.
-
Commitment to Care - A collection of tools for staff to consider, plan and demonstrate increased empathy and courtesy towards patients and each other.
-
Rounding for PX - A toolkit for non-medical multidisciplinary teams that check in with patients to build relationships, verify consistency of care, gather real-time feedback, and perform on-the-spot service recovery as required.
Field Testing
Listen, Observe, and Be Curious
Teams were deployed to several VA facilities across the country to meet with Veterans and their caregivers as well as VA employees, including front-line staff, managers, and leaders. The purpose of these site visits was to obtain feedback from staff, Veterans, and their caregivers regarding the Notification Letter, Commitment to Care, and Rounding for PX design prototypes
What We Learned​​
-
​Facilitate Connections: When Veterans discovered that the employee serving them was a fellow Veteran, it quickly established rapport, and patients felt more comfortable.
-
Be Clear, Yet Compassionate​: Veterans want to be informed of changes as they occur, but also want to understand what happened to their previous doctor. The warmer tone of the letter made them feel appreciated and cared for. A "call to action" was helpful for caregivers and Veterans alike; but caregivers worried that the post card version might get lost.
-
Visibility is Important: Posting staff quotes related to the Commitment to Care, as well as visual connections to I CARE values through posters in the facility was a great way for visitors and staff alike to see the heart and soul of the facility.
-
Externalize and Engage: Staff appreciated tools that they could customize to their facility. They sought interactive training where they could discuss the behaviors and practice them through role play. Engaging employees to physically write down their commitment to care fostered a sense of responsibility.
Implementing Lasting Solutions:
Red Coat Ambassadors (and More)
The Red Coat Ambassador program is just one of the original concepts that was implemented across VA. Ambassadors assist with mobility services, kiosk navigation, and information needs, enhancing the overall experience for Veterans from the moment they arrive at a medical facility. Equipped with a diverse team of both Veterans and non-Veterans, the program provides exceptional service to Veterans. This program sets a high standard in Veteran care by offering essential support and creating a welcoming atmosphere for Veterans, their families, and other visitors.
This initiative became one part of the VA's broader effort to improve patient experience across its medical centers. The commitment and pride of the Red Coat Ambassadors have earned them national recognition, underscoring their vital role in delivering quality care and support to those who have served our country.
In addition to the Red Coat Ambassadors program, VA also implemented the Commitment to Care concept through "The VA WAY," aligning the WECARE behavior and the SALUTE to Recovery with the Agency's I CARE values and Own the Moment principles.