Social Impact Project – Aiudo

Written by Dimitris Spyrou, student of the Master in Customer Experience and Innovation at IE School of Human Sciences and Technology.

Working on projects with a social impact gives you the opportunity to work with more than the sole scope of profitability. My team and I had the opportunity to work alongside Aiudo, a home health care service company based in Valencia, addressing the challenge of how to improve the experience of both the patients and the caregivers. Initially, the challenge seemed exciting but at the same time complicated as we had to approach the two-party clientele of Aiudo in a different way.

Our initial meeting with Aiudo was a riveting affair. Both MCXI teams working on the Aiudo project joined forces for an eagerly awaited conference call with both Daniel and Ignacio, founders of Aiudo. The meeting itself was extremely positive, and the founding team was both excited to be working with us and helpful with our questions about the company’s offering. From this initial meeting, we were able to gather the necessary data to build an ecosystem map that helped us direct our research effectively.

How does Aiudo work?

Aiudo works as intermediary connecting patients with caregivers. The company aims to select the best caregivers that fit the needs of the patient. The selection process profiles caregivers at the time of employment, as they pass through an application test. When a patient applies online for a caregiver, they receive a list of caregivers that target their needs. What is more, the company’s biggest involvement in the process is taking care of the long, legal paperwork that patients need to go through while hiring a caregiver.

I think that the company serves a great cause and it addresses a problem many households face; finding good caregivers.

Our Research

We started our research by digging into our challenge and reframing it to target the two client segments; the patients and the caregivers. We also made several assumptions to test at a later stage. I can assure you that initial assumptions often diverge in astounding ways.

We followed the double diamond design process which includes the stages of “Discover, Define, Develop and Deliver”.

In the initial stages, we conducted both:

–  Secondary research – that included a company analysis, a market analysis and a competitor analysis

–  Primary research – that included usability tests and user interviews.

Through these, we managed to create personas and their customer journey and get impactful insights that we used to brainstorm effective ideas to test.

The secondary research was really useful to understand the overall market. We used it as a starting point to find out how concentrated the market is, what competitors are doing and explore Aiudo’s online presence and its effectiveness, among others. Combining this secondary research and the information extracted from the initial meeting with Aiudo allowed us to prepare better and be more confident about the direction of our further research.

Collecting primary data was the most stressful part of the process. The biggest challenge we came across in our research is finding Aiudo clients to interview. The issue arose partially due to legal issues, as we needed user permission prior to contacting them, and due to lack of motivation to participate in this process. As a result, it took a long time for Aiudo to provide some contacts. Although we would have liked to get more data to support our research, we tried to get the most out of them. These timeline issues are of course a natural hazard of research and, in the meantime, we managed to interview patients and caregivers that were not Aiudo customers – collecting some helpful findings for our research along the way. Overall, we managed to identify pain points on their customer journeys and to get some impactful insights.

During the usability testing, we managed to detect pain-points both Caregivers and patients face in the process of application, either to become or hire a caregiver. As a team, we felt that the process for both parties could be perceived as long and at times unclear. This could result in a decrease in the patients’ trust in the company. From a UX perspective, the company could be lacking a customer-centric approach when it comes to building its processes. Probably the inclusion of the customer in the design process to co-create an easy-to-use platform can avoid possible pain-points.

Final words…

At the moment we are in the ideation stage which is at the start of the second diamond. This means we have identified the main issues we want to tackle, but entering the second diamond does not mean we cannot go back. At this point, we are really positive with all the insights and data we have gathered, and we are looking forward to creating effective solutions for our client.

Overall, it has been a pleasure working with Aiudo. The company has been collaborative and is willing to take our work seriously, thereby, making us work even harder as we know our efforts will pay off. I am looking forward to the final results of the project, and hopefully, by now, you are too!

About the Author:

Dimitris Spyrou is currently completing his master’s in Customer Experience and Innovation at IE School of Human Sciences and Technology. He is fluent in Greek, English and Italian and has a basic knowledge of Spanish and French. An independent, adaptable individual that has lived in four countries and enjoys travelling, new food and a good laugh.

Right after High School, he completed his two-year military commitment as a Sergeant for the National Guard of Cyprus. He completed his bachelor’s degree with honours in Business Studies at Cass Business School in London, with his second degree completed at Queensland University of Technology in Brisbane, Australia.

Several internships he completed during his studies included positions as a Content Creator for an Educational Consultancy based in Melbourne and a Market Researcher for a PropTech company in Newbury, UK. After completing his bachelor’s degree, he worked as a Data Analyst in a Database Management company.

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