Behavior Science Informs Hemodynamics Product Design
The Challenge: Next-Generation Product Design
Change Healthcare Cardiology Hemo™ is a monitoring system for cardiology departments that need to aggregate blood flow data, waveforms, and images in one cardiac patient record. Importantly, Hemo promotes physician efficiency by allowing physicians to complete their report before the patients leave the room and helps eliminate redundant data entry through a single integrated database for all cardiovascular procedures.
In July 2021, product leaders knew it was time to envision a nextgeneration Hemo product. The redesign effort needed to address increasing clinical demands and new technological innovation, while solving the existing and evolving needs of the customer. They asked Change Healthcare’s behavioral science team to help.
“When starting a project of this size, we knew that we needed to talk to as many users as possible, to get a high-level perspective on current workflows as well as detailed feedback on specific pain points. We wanted to do this in the most comprehensive and methodological way possible and were so excited to learn that there was an entire team in Change Healthcare to do just that!” said Or Mendelevich, senior product manager.
The Solution: Reducing the High Effort and Cost of Customization
To get a better understanding of current customer needs and pain points, the behavioral science team interviewed Change Healthcare team members who support the product alongside a wide array of customers—physicians, technicians, nurses, and administrators. In total, the insights of 33 participants from six health systems were collected and synthesized.
Throughout both rounds of research, the most common comment was, “Hemo is great when everything is set up and working like it should be.” Both team members and customers referenced the high level of customization Hemo required to be valuable. It would often take teams weeks of configuration and constant updates to reach the product’s full potential.
However, since physicians and technicians were busy tending to patient care and complex cardiac procedures, customization was often left unfinished due to the time and energy required to review the plethora of customizable options. This surfaced a huge behavioral opportunity.