Service Design for Government
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A hospital bed at a Veterans Affairs medical center

Why:¬†One year after the initial rollout of “Own the Moment,” a new, customer-service training standard for Veterans Affairs medical center employees, trainees were having a difficult time sustaining high customer service standards in the field. We helped the Veterans Experience Office explore root causes and solutions to the barriers that trainees faced.

What: Using existing data to establish a baseline, we conducted qualitative research at VA medical centers with varying levels of Own the Moment maturity. After pinpointing the root cause that was undermining the success of the training, we used a feasibility-impact technique to select the top opportunity for a design concept. After three rounds of iterative prototyping with patient experience stakeholders, we delivered a collection of physical and digital tools with simple, action-oriented messages, and large impactful images, created under a common design language that medical center leaders could personalize and begin using immediately.