Editor's note: Cecelia Stewart is research director at Market Decisions Research. She can be reached at cstewart@marketdecisions.com. Allison Tippery is qualitative research manager at Market Decisions Research. She can be reached at atippery@marketdecisions.com.
Market Decisions Research (MDR) was contracted by the Vibrant ONE Accountable Health Community to produce two journey maps chronicling the path that patients in Vermont’s Northeast Kingdom region need to embark on when engaging with mental health and substance use care.
Vibrant ONE already knew there were gaps and pain points within the mental health and substance use system of care. The research objective for this engagement was to collect qualitative data from patients to understand how they navigate the system of care, from their own point of view as well as through the point of view of stakeholders (case managers, therapists, physicians, etc.). The creation of two journey maps – one from the patient perspective and one from the stakeholder perspective – was a way to provide a visual representation of the current mental health and substance use system of care landscape. Visualizations of complex stories are often more digestible for various audiences as compared to formal reports.
Unique to this engagement was that the Vibrant ONE team requested journey maps as final deliverables. Due to the client’s familiarity with journey maps, MDR’s focus was to make the most effective and impactful journey maps possible, while acknowledging the complexity of mental health and substance use systems of care.
MDR engaged in five essential steps to create meaningful journey maps for Vibrant ONE.
Meaningful data collection
MDR collaborated with Vibrant ONE to develop discussion guides. Engagement with the client on these materials guaranteed that the questions asked were relevant to the overall research objectives. MDR staff conducted informed data collection online, a modality that was chosen based on the target population.
How to implement in your projects
Encourage client involvement in creation of data collection tools. This helps integrate research objectives directly into data collection tools, yielding aligned, meaningful data collection. Some clients do not want to be involved in the creation of these tools. If that is the case, focus on familiarizing yourself with research objectives into data collection tools and have the client review before finalization.
Client alignment and brainstorming
Once data was collected, we shared topline reports with Vibrant ONE to highlight key themes and findings. We spent many hours talking with Vibrant ONE and relevant stakeholders about journey map logistics such as layout, aesthetics, audience and purpose. This was the most essential aspect of creating effective journey maps. To ensure alignment, a few essential questions were asked: Who are your target audiences? What visual elements do you want included? What are some must-have elements within these maps?
How to implement in your projects
From the beginning, speak with your client about how collaboration will enhance the effectiveness of journey maps. Ask the three questions above to work towards alignment on map expectations.
Audience accessibility
One map was meant to be consumed by patients and family members as well as the public. Vibrant ONE mentioned wanting to hang this journey map in doctors’ offices. The other map was meant to be used by stakeholders to understand the mental health and substance use system of care from the perspective of the patients. Vibrant ONE stated that stakeholders would use their journey map as guidance for how to improve care for patients. We focused on how to make the journey maps digestible to said audiences. For patients and the public, we opted to use imagery familiar to Vermonters (mountains), avoid medical jargon and include as many patient perspectives as possible. For the stakeholders, we used a more technical format with medical terminology and focused on the pain points patients experience during their journeys.
How to implement in your projects
If you aren’t familiar with the target audience(s), do some background research or speak with your client about who the audience is. Be creative with how to reach and engage them. Focus on appropriate language, what type of learner the audience is and where the journey map will be displayed.
Informed creation
With the information we had gathered, we started creating mockups in Canva Pro, focusing on “movement through a system” as a lens for the map. The use of arrows was important to symbolize flow and various appropriate symbols were needed to illustrate system exits, barriers and pain points.
How to implement in your projects
Use the journey map creation tool that works for you. AI may be something that you consider leveraging to enhance your map-making.
Incorporating feedback and finishing touches
It was important that Vibrant ONE saw the creation of the journey maps in real time. For these reasons, we shared drafts and gathered feedback for inclusion in the maps. Feedback included color preferences, clarification around map elements that were confusing and the inclusion of a supplementary document for the stakeholder journey map.
How to implement in your projects
Make sure you circle back with your client to show them drafts of the journey map as they will likely have feedback and questions. Be sure to incorporate feedback as necessary (this helps to make the client feel heard!). Complete any finishing touches to the aesthetic pieces of the map.
Drive real change
The creation of the two journey maps helped to inform recommendations for Vibrant ONE about how to improve the mental health and substance use system of care. Journey maps are powerful tools that can translate complex systems into accessible and visual narratives. By grounding our process in meaningful data collection, client collaboration, audience accessibility and informed creation, MDR was able to construct journey maps that resonate with both patients and stakeholders in the Northeast Kingdom of Vermont. Whether you're creating journey maps for health care, policy or other fields, a thoughtful, client-centered approach will lead to impactful results that drive real change in the world.