Background

iCare has overall responsibility for workers insurance for the majority of the New South Wales workforce. Intuitively, iCare understood not all employers are alike.

Some were doing great in terms of workplace injury and return to work rates. Others were alarmingly poor performers. But we needed a way of objectively and accurately identifying employer behaviours so that we could actively improve services and worker outcomes. 

The Objective:

Create a data informed hypothesis for customer prototypes that could be tested against qualitative and quantitative data and adopted by the business when designing any new product, service or customer communication. 

The Project:

We analysed historical data and interviewed many customers face-to-face to get a more immediate, authentic and accurate take on how they were experiencing the iCare service. What they valued from iCare, and where they thought the service could be improved.

01: DISCOVERY - Interviews took a comprehensive deep-dive into aspects of business practices that were likely to impact worker safety and worker care during and after an injury. 

02: INSIGHT - Through this process we began to observe identifiable attributes that appeared to separate out good performers from poor performers. 

03: TEST - Second round interviews confirmed we were onto something. 

04: SCALEABLE INSIGHT - To be sure, we progressed our qualitative insight into a comprehensive quantitative analysis that further improved and refined the segmentation view of customer behaviour. 

The Results:

Through this work my team derived a comprehensive customer segmentation that was the first of its kind for iCare. This segmentation framework went on to be validated in quantitative tests, and multiple rounds of qualitative tests. Importantly, this segmented view of customers helps iCare measure, improve and predict customer needs over time and ultimately improve worker injury and recovery outcomes.