Leveraging ethnographic insights to inform and envision a social media platform that motivates behavior change.

Healthways, a provider of disease management and healthcare support services, wanted to understand new possibilities to improve members’ well-being. Through a series of research and strategy initiatives built on ethnography and co-creation, Essential identified design principles and expectations for creating a unified service experience through product and service interactions, a holistic customer journey, and comprehensive opportunity maps of system components and requirements. Healthways applied these opportunities to three delivery channels, producing healthier outcomes through behavior change.