NORTHSTAR BEHAVIORAL HEALTH:
STRATEGIZING FOR ORGANIZATIONAL GROWTH TO BETTER MEET INDIVIDUALS WHERE THEY ARE AT
CHALLENGE
Northstar Behavioral Health (NBH) is seeking a strategy for expanding their outreach and increasing accessibility to their audience.
SOLUTION
I worked with a team to develop a strategy and touch-point plan to expand Northstar Behavioral Health’s public outreach and created a prototype of an easy-to-access URL that fits within the scope of experience.
TOOLS AND METHODS
Secondary Research
Personas
High-Fidelity Prototyping
Touchpoint Map
Figma
USERS
Primary Audience: Individuals experiencing stimulant use or opioid use disorder.
Secondary Audience: Professionals who may refer individuals to NBH following an assessment. And friends and family of the primary audience who wish to support them.
MY ROLE
I conducted secondary research, collaborated on a multi-touchpoint strategy map, created high-fidelity wireframes, and provided prototype annotations.
Recent changes to state legislation around substance abuse have altered the manner in which individuals get access to care by moving to an open access, or personal-choice, model. Individuals now hold the decision-making power and organizations will accept them following a Rule 25 Assessment. Because of these changes, Northstar Behavioral Health (NBH) needs to better position themselves in front of potential patients so that they can serve their needs as soon as possible.
MEETING NORTHSTAR STAKEHOLDERS
At the kick-off meeting, NBH stakeholders spoke about where they are currently at in terms of outreach to potential patients and how legislation changes have altered their current ecosystem. Moving forward, their focus is on ease of entry and building community; they want to meet individuals wherever they are on their recovery journey and offer support to keep them on that journey.
“Every individual suffering from opioid abuse disorder, from the most acute level to the least acute level of need, trying to service everybody, that is our job. That is our mission and our vision.”
WHAT ELSE IS OUT THERE
Because of the legislation changes, many similar service providers will also be experiencing an influx in patients and many stages of their journeys. Secondary research into what other providers are offering allowed me to better understand what makes NBH stand out and what will make possible patients want to approach them.
THE OPPOSITE OF ADDICTION IS CONNECTION
Helping improve connections within NBH’s ecosystem meant determining how individuals can most helpfully be connected with their services initially, and how that connection can remain strong throughout their recovery journey. Individuals need to feel safe and supported and have easy access to information, resources, and community.
VISUALIZING NEXT STEPS
To increase the connection experienced within their ecosystem, NBH needs to revive their advertising in a way that will allow them to meet individuals where they are at on their journey, wherever that might be. The most effective way for this to happen is through an early, digital point of engagement; a URL detailing NBH’s services that also provides continued, accessible engagement with these services.
OSHELP.COM: A NEW WAY FORWARD
OSHelp.com equips individuals with the initial point of connection to access NBH and their services. The URL is memorable and will be advertised on radio, podcasts, and in public spaces. It serves as a low barrier for entry into the NBH ecosystem and as a one-stop-shop for information and help. Patients experience feelings of trust and empowerment through features such as an FAQ section, chat and calling, and GPS tracking links to see that transportation and mobile assessments are on their way.
IT’S ALL ABOUT CONNECTION
I developed a touch-point map with my team to demonstrate the full picture of our strategy. We kept in mind that there are many different places from which individuals are entering this space and focused, broadly, on both urgent and casual entry. An individual entering urgently might need immediate assistance while an individual entering casually might want the ability to consider their options and connect further into the ecosystem when they feel ready.
Each feature focuses on bringing more connection to the overall experience Northstar Behavioral Health has to offer. These suggestions will help them to reach individuals on their recovery journey and build a stronger community.
EdTech Interactive Prototype Design
Non-Profit Implementation Plan & EdTech Prototype Design
New Features Design With Tech Constraints
Interactive Professional Service Updates
Usability Review, Testing, and Recommendations