HK Lab, a start-up garage financed by the labour union HK, worked on the overall challenge to increase the experienced value of being a HK member. In collaboration between HK and Wilke we decided to look into the area of health on a broader scale to see how HK could play a role for its members.
We started by exploring what health meant to a group of young people, some were HK members some were not. We utilized mobile ethnography as the primary exploration method, supplied by a number of in-depth interviews. Based on this data we conducted a number of workshops to activate the insights to the HK team and co-create potential solutions. Finally we pretotyped 2 ideas worth exploring further.
The two ideas were explored further through a number of pretotypes. We explored a concept of making a social hub for getting and giving feedback to others who have problems in their work life. Another idea explored how HK could help its members create better habits increasing their mental and physical health.
How can HK create additional experienced value for it’s member by offering services related to health?
Exploring experienced value of health services
The market for both uemployment insurance funds as well as labour-unions is under pressure in many ways. Both due to the increasing number of low-priced competitors, which is faced in almost all industries, additionally the young members show significantly different behavoir.
HK were the first labour-union in the world to start a lab focusing on developing the labour market of the future. HK Lab focuses on testing trends, business models and technology to discover how HK can implement these to increase the overall value of being a HK member.
On this project we explored with HK what health meant to young people, and how HK could deliver value to these members in the future.
How did we approach the problem
Exploring an area such as health, usually requires extensive etnography to get close to reality. In-depth interviews provides too much reflection and classic etnopgrahy is too costly. We therefore utilise mobile ethnography to get close to the lives of the young people in focus. Through a number of weeks we explored with approximately 10 participants what health meant to them, we uncovered their needs, jobs and pains. Through a number of pattern recognition sessions we created a number of key issues that we not solved succesfully today by other companies provide opportunity areas for HK.
Based on these opportunity areas, we co-created and co-ideated a number of ideas worth exploring further. These ideas were pretotyped quickly using tools such as instapages, facebook advertising, mailchimp, powtoon and hotjar. We measured the conversion from facebook adds and on landing page sites, we followed their behavior on the landing pages via Hotjar and talked to the converted users to explore what we were doing well and what should be done differently.
Key outputs for HK Lab
We explored a concept of making a social hub for getting and giving feedback to other who have problems in their work life. Another idea explored how HK could help its members create better habits increasing the mental and physical health. The insights created through mobile ethnography and the actual behavior measured in the pretotypes provided HK with key data on how to approach the area of health further.
Additionally we established a technical setup for HK to further explore digital pretotypes easily in the future via best in class tools, which can be easily integrated to form a consistent overview of the actual performance of the test.