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GVC - Diabetes Journey Map
UX Researcher
situation
Give Virtual Care (GVC) aimed to improve its diabetes benefit offering, which provides users with unlimited diabetes supplies, real-time coaching, and personalized support. The challenge was to ensure that the product met the diverse needs of users with diabetes, including those who had been managing their condition for years and those newly diagnosed. GVC needed a comprehensive user journey map to visualize how users interacted with their services at each stage—from initial awareness to daily use—while identifying pain points and areas for improvement. The ultimate goal was to improve user engagement, reduce churn, and provide a more personalized experience for each user.
task
I was tasked with developing a user journey map that accurately captured the steps a user takes when engaging with GVC’s diabetes services. This involved:
- Creating user personas based on research to represent different segments of GVC’s audience.
- Identifying key touchpoints in the user journey, from initial awareness (e.g., seeing ads in health offices) to post-onboarding interactions.
- Mapping out pain points, emotional states, and opportunities for improvement along the journey.
- Ensuring the journey map captured both newly diagnosed users and long-term diabetes patients, reflecting their unique needs and experiences.
action
Research and Persona Development
I conducted extensive research, interviewing people with diabetes (both younger and older) as well as diabetes coaches with varying levels of experience. These interviews provided a deep understanding of the emotional and practical challenges faced by different user groups. Based on this research, I developed user personas to represent key segments, including newly diagnosed users, long-term patients, and users focused on mental health and diabetes care.
Key Steps Identification
I broke down the user journey into smaller, actionable steps, including:
- Awareness
- Consideration
- Onboarding
- Daily Use
- Support
- Outcome
Empathy Map Creation
I created an empathy map to capture what our ICPs think, feel, say, and do at each stage of the journey. This helped identify emotional triggers and pain points, such as the anxiety around running out of supplies or the frustration with complex onboarding processes.
Journey Map Design
Using the insights from research and empathy mapping, I created a detailed user journey map that visualized each step of the user’s interaction with GVC’s diabetes management system. The map highlighted areas where users were most likely to drop off or disengage, such as during the registration process or the first few weeks of onboarding. I also identified opportunities for improving user retention, such as adding motivational push notifications and improving access to educational resources.
results
The user journey map provided GVC with valuable insights into how users interact with their diabetes benefit service, leading to several key improvements:
- Improved Onboarding Process: Based on insights from the journey map, GVC simplified the registration process and added more personalized onboarding questions. This helped to reduce confusion and increase user engagement during the critical first few days of using the app.
- Increased User Retention: The journey map highlighted opportunities to improve retention by adding personalized push notifications and reminders for glucose monitoring and supply management, which helped reduce user churn.
- Personalized User Experiences: By identifying different user personas, GVC was able to tailor its messaging and service offerings to meet the specific needs of different user groups, improving overall satisfaction and engagement.
- Reduced Pain Points: The empathy mapping and journey insights helped GVC address key pain points, such as supply anxiety and complex onboarding, resulting in a more seamless and supportive user experience.
