View Persona
Adam Kennedy

Financially Insecure

I dropped out of high school because the bullies were horrible.  I want to get my GED and go to trade school but need to get organized.

Doesn't see any mention of Medicaid - worried about cost.

Is confused by the second goals question.

Doesn't have a credit card.

Unsure how to log back in to finish the assessment.

Originally thinks "detailed results" is the actual full report.

Can't download report onto his phone to see the "Next Steps"

Tries to take results to urgent care for a prescription.

Worries about ongoing cost.

Research
Onboarding
Purchase
Assessment
Diagnosis
Planning
Treatment
Maintenance

Needs

Confidence that he will be reimbursed for the assessment.

Ability to use his mobile phone for whole process.

Confidence setting up his account.

Indication that multiple forms of payment are accepted.

Clarity on how to re-engage during the process.

Mobile-Friendly methods to view the report.

Clarity around the single next step to take - select treatment.

Understanding of how controlled substances work.

Reassurance that Medicaid covers treatment in addition to assessment.

Opportunities

Add Medicaid and Medicare reference to FAQ.

Explain they can call the number on the back of card and "ask if CPT Code 90791 is covered".

A single goals question with more options, and ability for open ended (optional) "other".

Explain can use a debit card, not just a credit card.

Move patient portal login to top of mobile menu and label "Login".

An email to "pick up where you left off" with deep linking to exact spot on assessment.

Change button to say "Download full report".

Display the full report in the portal.

Clearly demonstrate the step a patient is on, and the next step.

Second Care Nav invitation X months later if the patient has not selected a treatment option.

Add a "your insurance" section in the portal.  Provide links to articles about insurance in this section.

Information Needs

CPT codes which align with assessment, initial treatment, ongoing treatment.

Imagery indicating the step by step process of ADHD Online.

Details on how to submit insurance claim for assessment, explaining timing.

Articles on how ADHD diagnosis spans multiple domains and why all questions are important.

A "how to read your assessment results" FAQ or even video

Infographic on what long term ADHD care can cost (and what part is typically covered by insurance).

Articles on how controlled substances work, including who can prescribe, how refills work, and more.

Medicaid and Medicare reference sheets including treatment CPT codes.

Research

Pain Point

Doesn't see any mention of Medicaid - worried about cost.

Need

Confidence that he will be reimbursed for the assessment.

Opportunitiy

Add Medicaid and Medicare reference to FAQ.

Explain they can call the number on the back of card and "ask if CPT Code 90791 is covered".

Information Need

CPT codes which align with assessment, initial treatment, ongoing treatment.

Onboarding

Pain Point

Is confused by the second goals question.

Need

Ability to use his mobile phone for whole process.

Confidence setting up his account.

Opportunitiy

A single goals question with more options, and ability for open ended (optional) "other".

Information Need

Imagery indicating the step by step process of ADHD Online.

Purchase

Pain Point

Doesn't have a credit card.

Need

Indication that multiple forms of payment are accepted.

Opportunitiy

Explain can use a debit card, not just a credit card.

Information Need

Details on how to submit insurance claim for assessment, explaining timing.

Assessment

Pain Point

Unsure how to log back in to finish the assessment.

Need

Clarity on how to re-engage during the process.

Opportunitiy

Move patient portal login to top of mobile menu and label "Login".

An email to "pick up where you left off" with deep linking to exact spot on assessment.

Information Need

Articles on how ADHD diagnosis spans multiple domains and why all questions are important.

Diagnosis

Pain Point

Originally thinks "detailed results" is the actual full report.

Need

Mobile-Friendly methods to view the report.

Opportunitiy

Change button to say "Download full report".

Information Need

A "how to read your assessment results" FAQ or even video

Planning

Pain Point

Can't download report onto his phone to see the "Next Steps"

Need

Clarity around the single next step to take - select treatment.

Opportunitiy

Display the full report in the portal.

Clearly demonstrate the step a patient is on, and the next step.

Information Need

Infographic on what long term ADHD care can cost (and what part is typically covered by insurance).

Treatment

Pain Point

Tries to take results to urgent care for a prescription.

Need

Understanding of how controlled substances work.

Opportunitiy

Second Care Nav invitation X months later if the patient has not selected a treatment option.

Information Need

Articles on how controlled substances work, including who can prescribe, how refills work, and more.

Maintenance

Pain Point

Worries about ongoing cost.

Need

Reassurance that Medicaid covers treatment in addition to assessment.

Opportunitiy

Add a "your insurance" section in the portal.  Provide links to articles about insurance in this section.

Information Need

Medicaid and Medicare reference sheets including treatment CPT codes.