245D Consulting
Providers of care to people with disabilities or over the age of 65 need a license in order to perform their absolutely essential work.The process to get this license, established in Minnesota statute 245D, is onerous, inscrutably designed, and takes a year or more to complete.To keep this license, a detailed system of records and facility standards need to be kept. Those are subject to regular audits and — in the case of non-compliance — corrective action and license revocation.The Opportunity Space
Badly needed consulting services in an underserved market
Our client had been an 8-year veteran of DHS’ 245D licensing process, so they’d seen how providers struggle to understand the statutory requirements to obtain or keep their licenses.
They also knew that DHS faced an application backlog — it takes over a year to get licensed under the 245D Statute.
The fear of being found non-compliant is also prevalent; providers face a five-year reapplication gap should they need to reapply after a license revocation.
Many providers seek help from expert consultants, but there are too few of them to help everyone who needs it.
That’s where our client comes in.
Touchpoint Recs
Phone, Email, Direct Mail Marketing
Target Web Ads
4 Home Page Sales Funnels
Tiered pricing service packages
Online Tutorials, Lessons, Worksheets
My Role
UX Researcher, Strategist, & Designer
Team Member on Project
Tools
Figma
Figjam
Pen + Paper
Google Slides
Google Sheets
Whiteboard
Methods
Know, Don’t Know, Assume
Deep Dive Research
Guiding Strategy Statement
Touchpoint Strategy Map
Hi-fi Prototypes
Conducted secondary research on the problem space, including industry, audience segments, & competitors.
Based on what my team and I learned, we defined a design strategy & a system of touchpoint prototypes to present to the client.
Summary
Our Strategy
All user experience touchpoints for 245D Consultancy will help small business healthcare providers feel empowered & confident.
They’ll be able to understand the licensing application process in order to establish & maintain a successful home healthcare business.
Our Approach
We approached this strategy by focusing on making services more affordable by offering a tiered approach to services, all designed to turn a difficult licensing process into an easy-to-understand experience.
As a result, we will see a reduction in rates of license rejections, revocations, and corrective actions.
I worked as part of a team of UX Strategists to design a multi-touchpoint strategy for the client’s early-idea-stage consulting business.
Our goals:
To increase awareness of the client’s consulting business
To establish the client’s online presence
To provide tools that will increase provider confidence as they move through the 245D licensing process
My team’s proposed touchpoint strategy map; the pink-highlighted touchpoints are where our prototyped recommendations live.
The Process
Strategy from ideation to deployment
We put together this K-U-A Board to get thoughts onto (virtual) paper
A strategy statement materialized, the touchpoints began to emerge
Thinking and talking through the initial touchpoint strategy map
My team and I woke up on Monday morning unaware of the existence of Minnesota Statute 245D.
By midday on Tuesday, we had a pretty good idea of how a consultancy business might approach getting found, giving help to 245D-eligible providers who (definitely, definitely!) need it, and getting paid.
Touchpoint Prototypes
I was responsible for prototyping targeted ads and sales funnels
Targeted web advertisements will allow our client’s prospective customers to find them, featuring:
An eye-catching photo & headline
Copy that speaks directly to their pain points, and
A Call To Action that promises resolution on the other side of a button click!
These ads allow our client to laser focus on the demographics that are likely to benefit from their services
A targeted Facebook ad, from sketch (top) to Hi-fidelity prototype (bottom)
The Home Page invites the user down any one of four sales funnels:
The headline echoes the ad message, and the copy speaks to their pain point, promising a solution.
The first path is a free consultation, for those who feel a little unsure and risk-averse.
↳ On click, the user is taken to the booking page.
The second path in the hierarchy is for the user who’s ready to buy.
This user already sees value in investing money in a solution.
↳ On click, the “Work With Us” button takes them to the Services page.
Some users want to explore before taking action. So, peeking up above the fold, the third path invites them to scroll & find testimonials from past clients.
With a photo and personal info, the user will see themselves in a satisfied client.
↳ Calls to action to buy services and book consultations will greet them just below.
And we’ll find success with overwhelmed & mentally drained users if you don’t make them think too hard.
↳ On click, the banner invites them down the fourth path, a quiz designed to recommend the client’s services.
A home page with four paths to relief. Sketch (top) to Hi-fi (bottom)
The Quiz — can you just TELL me what to do?:
The quiz is for users who feel relieved to have found you, but who still might be asking:
“Is this worth the money?”
“Can I trust this consultant?”
Questions are designed to gather information and after the final question…
Recommendations are displayed on the page with call-to-action buttons providing low-friction paths to buy the most relevant services to them
A home page with four paths to relief. Sketch (top) to Hi-fi (bottom)
Next Steps…
What should the client do first so they hit the ground running?
Establish a web presence
A basic web presence featuring a value proposition, services offered, an About section, and a low-friction way to contact should be the first priority
Website Sales
Third, In order of priority
A homepage hero section leading to a contact page
A way to go straight to the purchase, integrated with an online sales platform
Testimonials to build trust
The quiz
Online Resources
Book a 1-hour consult call
Guided Worksheets
Video Tutorials
Cold-Contacts
Next, the list of providers subject to corrective action from DHS is public. Our client should contact these providers via:
Direct mail
Email
Phone