HMSA

About

Headquartered on Oahu, Hawaii Medical Service Association (HMSA) is an independent licensee of the Blue Cross and Blue Shield Association. HMSA decided to prepare for the affordable care act by opening retail locations on Oahu and the Big Island where consumers could shop for health plans, get health screenings and get advice about health-care reform.

Work

At HMSA, imagine.GO helped design and launch their new retail “neighborhood centers” across three islands. We used modelH to define the key customer personas for the likely retail “shoppers” so that we could identify their unmet needs and then build the experience model and process flows to match them. We created customer flow models to handle all of the 30+ jobs-to-be-done we identified. To do this we used Service Blueprinting with a team of internal customer-facing employees. We also created the standard operating processes, roles, responsibilities, and success measure for launch through year 1. We were able to design, build. Staff and operationalize the new retail store channels in less than 6 months.