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Blue Cross Blue Shield of Kansas City came to Barkley and Moonshot to help them reimagine the healthcare experience. My team designed and conducted ethnographic research that informed their brand idea and inspired many of the key features of the Spira experience. For example, the experience design team went to work addressing paperwork issues in direct response to seeing field documentation of families keeping medical bills in laundry baskets.
We also created and delivered a two-day workshop to help unpack and deliver these insights to our clients in a way that would be unforgettable. The workshop included in-person sessions with our panel participants, where clients got to try out ideas for personalized solutions with the very people for whom they were intended. Some important lessons were learned from those face-to-face interactions!
We worked with our clients to turn the output of this workshop into a proposal for the next phases of this massive innovation project. Our proposal won board approval, and the new Spira care brand was developed and launched in January of 2018. In its inaugural open enrollment period, this new concept earned 20% of signups for participants to whom it was offered!
Workshop visuals showing findings from our ethnography
We asked people to draw their relationship to their insurance company