Sogei
Sogei is the client for the Group Project for the User Experience Design Master at Talent Garden, Rome 2019
Brand Identity, Environmental Design, Illustration, Research & Education, User Experience & Interface Design, Writing
BRIEF: The birth of a child is an event the parents live filled with emotions. However, some parents may loose the chance to spend precious first moments of the child’s life. In fact, in Italy, the little use of technology in registering the newborn in becoming a citizen require the parents to physically go to the multiple administrations (Birth Center; Comune; National Health Service; Internal Revenue Service; Local Health Company). Sogei asked my team and I to come up with a solution, that could be used nationwide, enabling parents whose child is born with a disability to make the best use of time, fully enjoy and take care of the newborn as they exit the hospital.
MY ROLE: Understand and evaluate the current experience parents need to go through in order to register the child born with a disability in becoming a citizen. I was responsible for the visual design, copywriting, branding, mapping user flows, conducting interviews, create empathy maps, sketch new ideas and storyboards, define the vision, assemble the deliverable.
TOOLS: Adobe CC, Audio Recorder, Camera, Keynote, Sharpies & Paper
DURATION: 4 weeks
KICK OFF MEETING & PLANNING
Sogei approached the class to help them envisioning how to transform the current process the parents need to go through in registering the newborn in becoming a citizen.
After the client meeting the team and I created a schedule in order to make a plan for the following weeks. We also set our expectations and individual development areas.
EVALUATION OF CURRENT SERVICE
Our lack of domain knowledge in bureaucratic procedures meant we needed to understand the current service provided thoroughly and quickly. To evaluate what the parents need to go through in order to register the child born with a disability in becoming a citizen, from the registration at the Birth Center until the Pediatrist choice at the Local Health Company, the team and I made phone calls to friends, family and providers. We spent a lot of time doing academic research and posted questions on different social media channels. This allowed us to quickly understand the challenges the parents experience when interacting with the different bureaucratic administrations.
The User Interviews PREP
Ronald McDonald House Charities gave us the opportunity to conduct interviews, observe families and providers behaving in their natural environment. We wrote down the interview scripts and role–played them.
At Ronald McDonald House Charities conducting interviews.
THE USER INTERVIEWS
The qualitative research included field studies, user and stakeholder interviews. In total, the people interviewed counted 20 mums, 16 dads, and 3 providers. In particular, males and females, parents whose child is born with a disability, Pediatrists and Psychologist specialized in children born with disabilities and associations for families with a disabled child.
PERSONAS
After the interviews, the team and I wrote down the transcript and analyzed the content. We then developed the context and personas focusing on user’s key goals and frustrations the final product should ultimately tackle.
ANALYSIS OF THE USER FLOW
The team spent a few hours evaluating the current user flows on both the parents and the different bureaucratic administrations sides. Post–its of different colors were used to identify pain points, insights, needs, HMW, areas of improvement and possible solutions.
EMPATHY MAP
The empathy map was an amazing exercise to stand in the users shoes. We mapped the experience of parents in a rush that needed to complete all the bureaucratic requirements. For each of the parent’s actions we mapped the thinking, feeling, what was said and done.
The empathy map helped us having a better understanding of parents’ pain points and needs. The insights emerged from our research indicated many areas that could have been improved in order to create a better experience for the parents.
HAPPY PATH
The happy path or ideal path was the result of brainstorming and co–design exercises. We defined the ideal registration process of the newborn in becoming a citizen. The insights began pointing to a solution: our vision was to create a digital identity for the newborn and digitalize the steps the parents would normally do by physically going to the different administrations. By doing so, after giving birth, the parents, guided by an assistant, register their child at the hospital using a digital device. The digital device collects the newborn’s personal data, such as first name, last name, date of birth, birthplace, country of birth, and the scan of the newborn’s hands and feet fingerprints done at birth using biometric tools. The newborn is also given a unique number, unaltered over time. In addition, in order to proof their presence, the parents will be asked to scan their ID, have their photo taken and do a signature in real time. Lastly, the parents will enter the address where the newborn’s health insurance card will be delivered. By creating a digital interconnection within the different administrations, parents will exit the hospital with all the bureaucratic and administrative requirements completed.
SKETCHES AND IDEAS GENERATION
Individually every member of the team sketched ideas for the happy path defined together. The team reviewed everyone else’s sketches in order to come up with the best solution.
THE VISION
The vision is the target that Sogei should aim for: an extremely simple digital device that improve and lighten up the experience the parents need to go through when registering their child born with disability in becoming a citizen.
