Auditory Injury program

Redesigning the experience of seeking audiological treatments for car accident claims

Overview

Intro

The Auditory Injury Program (AIP) is an audiological program dedicated to help patients who suffer in tinnitus and related conditions, especially caused by traumas from car accidents. The project is to redesign the patient experience of seeking treatment from the AIP.

Project Type

Client Project

My Role

UX/UI Design, Web Design, Video Production, Marketing Strategies, Copywriting, Project Management

Timeline

April - September 2020

Tools

Acrobat, Illustrator, Google Ads, Google Analytics

My Contribution

Revamping the customer experience (CX) in AIP was like a big umbrella of CX project, under which there were various sub-projects to enhance different parts of the customer journey through user experience (UX) design and increase program efficiency through service design (SD). I worked with the Director of Operation to develop high-level CX strategies, then turned the abstract strategies into concrete action items in various sub-projects. For 90% of the sub-projects, I was the sole designer and project manager in the house team, working alongside one copywriter. Specifically for the website pillar page and eBook, my team collaborated with an external developer and copywriter for the initial design, then I finalized and published the current design.

Research

What's the Context?

Canada's audiology industry is a very niche market. Audiological services belong to a private medical sector and are not covered by Canadian's public healthcare system. Audiological services are commonly under-recognized by insurance companies for extended healthcare benefits. Initially established as a pilot program in 2019 by Tinnitus Treatment Centre in Calgary, Alberta, the Auditory Injury Program (AIP) has focused to help patients who were victims from car accidents or Motor Vehicle Accidents (MVA). The AIP was also known as "TRT program" due to its key theory of Tinnitus Retraining Therapy (TRT).

Why MVA? What is TRT? ▾

Any accident-related treatment will need to go through MVA insurance claim; typically insurance companies allow a 2-year treatment window after the day of accident. To understand why an insurance claim of MVA is closely linked to AIP, the infographic below explains the causes of auditory injuries and the impacts from a MVA. It also shows the brief history of Tinnitus Retraining Therapy (TRT) and its important relationship with AIP.
Understanding Motor Vehicle Accident (MVA), Auditory Injury, and Tinnitus Treatment Centre. Sources: "'We cannot do anything about your tinnitus'. This is simply not true" and The Origins of Tinnitus Retraining Therapy (TRT).

The Challenge

The challenge was to redesign the patient experience through online and offline engagement. Based on the one year of data collected from the pilot program, the priority was to increase leads of new patients and increase program efficiency (lower average turnaround time case approval). The key relevant metrics were summarized below:

01/ Leads of new patients

3.7

(patient/month)

02/ Average turnaround time for case approval

3.5

(weeks)

Why is it A Problem?

01/

Audiological services are neglected

It's common that people neglect the importance of hearing health and audiological services. People rarely get their hearing testing until they are 60s. It's clear that a lot people don't even know what tinnitus is.

02/

Limited treatment timeframe

Any accident-related treatment will need to go through an insurance claim under the "Motor Vehicle Accident (MVA)" category; typically insurance companies only allow a 2-year treatment window after the day of accident.

03/

Tinnitus treatment is new to Canada

This program's key component, Tinnitus Retraining Therapy (TRT) , was only introduced to Canada about a decade ago, which is under-recognized in the public and even the medical community.

Outcome

After 5 months of implementing the new strategies and tools, it showed a significant and steady increase in the key metrics:

01/ Leads of new patients

10

(patient/month)

⇣⇣⇣

3X

Increase in 5 months

02/ Average turnaround time for case approval

1.5

(weeks)

⇣⇣⇣

2

weeks faster in 5 months

Patient Journey

Personas for all stakeholders involved in a MVA claim.

Key Finding

01/

Lack of general knowledge about  tinnitus

Most of people barely heard about tinnitus nor understood what that was. There is no specific description of how tinnitus sound like and it's different for different individuals.

02/

Not everyone wants to be treated

Similar to other medical treatment, not everyone choose to be treated after diagnosis.

03/

People don't know what to expect from the treatment program

Given the fact that audiological services are usually not familiar to many people, they don't understand what a treatment program entails, what outcomes it leads to, or what kind of commitment involves.

User Insights

User Needs

  • To get educated about tinnitus and different treatment options
  • To self-assess the issue and move on
  • To learn about what it means to join the treatment program Auditory Injury Program (AIP)

User Goals

  • To learn about causes, symptoms, and more general information about tinnitus
  • To decide whether to go for treatment or not
  • To have a clear expectation on the level of commitment and outcomes of the treatment program

Opportunity

How might promote awareness of tinnitus and Auditory Injury Program (AIP), ensuring patients to make an educated decision in getting the right treatment needed with time constraint?

Solution

01. Overview02. Research03.Solution04. Evaluation

Offline Engagement

Educational brochures to increase awareness of tinnitus for the general public.

Online Engagement

Web Pillar Page

Digital educational pillar page to spread awareness of tinnitus.

eBook

Tinnitus educational eBook for downloading.

Educational Videos & Email Automations

Educational video series on "Tinnitus Talk" to go through all questions about tinnitus and the Auditory Injury Program (AIP).

Web landing page and email automation flow for requesting educational video series "Tinnitus Talk".

Evaluation

User Feedbacks

After 8 months of implementation, the educations videos were requested for more than 500 times and user feedback were collected. The key user feedbacks include:
  • Most users found the videos very informational, covering a great amount of fundamental education about tinnitus and AIP.
  • The videos were too long (90 mins in total) and went too deep in details or examples, which could be potentially replaced by infographics.
  • The videos also lacked interactions with the audiences, perhaps the content could be engaging and educational at the same time.

Learning Outcomes

Challenges lead to growth

Before picking up this project, I had no prior experience in video production and editing. Due to the tight project timeline, I quickly taught myself the fundamentals of video recording and editing using Premiere Pro. I familiarized myself with the software In less than a day and managed to complete editing a 90-min video series in less than 100 hours.

This has shown me that it is fine to be imperfect at the first trial and getting started already wins half of the game; don't be afraid to deliver an MVP, keep learning from mistakes and iterating over time.

Speak the "right language"

The Auditory Injury Program was a complex project that involves stakeholders like family physicians, insurance adjusters, patients, clinicians and program administrators. Before this project, we only developed a single treatment synopsis to explain the program concepts targeted family physicians; however, the same document was also used in educating insurance companies or patients, which was not effective at all.

Solving the problems for each stakeholder means understanding their needs and provide appropriate solutions with the "right language".  This became especially important when I designed various tools that targeted different audiences. Using my advantages from a technical background, I was able to bridge the gap between medical knowledge and creative communication, leading to effective results in promoting awareness of the program.