shecare
Recognizing the lack of preventive health solutions for self-employed women, I led the design of SheCare.
SheCare is a platform offering tailored support during pivotal life moments. Through co-creation sessions and service blueprinting, we developed a solution now set to launch across the Netherlands.
Project details.
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2021
Year
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ktc agency (NL)
Employer
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movir
Client
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Lead service design & project manager
Role
key context
During the pandemic, more women in the Netherlands turned to self-employment for greater freedom.
But that freedom came with risk.
When health issues arise, especially during pivotal life moments like fertility, burnout, or menopause, their income is directly at stake.
With Movir, a Dutch income insurer, we saw an opportunity to support this growing segment with preventive care — reducing claims and building loyalty by helping women stay well, not just insured.
qualitative interviews
We interviewed self-employed women and stakeholders, and created 3 need-based personas, to synthesize the learnings.
“It’s hard to balance my role as a mother and entrepreneur at the same time”
— Self-employed woman
co-creation sessions
We had co-creation sessions with stakeholders, where we facilitated their creativity. We wanted to ensure that this solution solved their pain points properly.
the outcome
We developed SheCare, a preventive health service designed specifically for self-employed women.
The concept combines expert guidance, peer support, and tailored content around life phases like fertility, burnout, and menopause.
This innovative offering also generated a new way to add long-term value and stand out in a traditional and commoditized market for Movir.
journeys for alignment
I developed a customer journey to visualise the experience we wanted to create. This helped immensely when seeking buy-in from several stakeholders and customers.
service blueprint
I developed a service blueprint to orchestrate all different service providers, their responsibilities and how that translates to users.
SheCare. For self-employed women.