Enabling Internal Access & Defining Personas for MyGEHealthCare Portal
GE HealthCare – Digital Experience Platform
Challenge / Problem Statement
Internal GE HealthCare teams needed visibility into the customer portal to better support customers and drive adoption. However:
Internal users lacked direct access to the portal, making it hard to understand customer workflows.
There was no clear personas or audience segmentation for internal roles and limited understanding of their pain points and needs.
Unclear business impact of granting access and improving internal workflows.
My Role & Team Structure
Role: Research Lead & Strategy Partner
Team: Product Managers, Designers, Internal Operations Stakeholders
Contribution: Led competitive and discovery research, defined personas and journeys, facilitated concept testing, synthesized insights into actionable recommendations and collaborated on the vision.
Research Approach & Methodologies
Qualitative Interviews: Internal teams (service, sales, operations) to uncover needs and pain points.
Surveys: Quantitative validation of priorities and adoption barriers.
Concept Testing: Evaluated portal access prototypes with internal users.
Strategic Recommendations
Grant controlled portal access to internal teams.
Recommended to implement top tasks for internal roles like pulling specific reports, troubleshooting access, allowing to perform training.
Communicate business impact (time savings, improved adoption) to stakeholders.
Business Impact & Outcomes
Delivered internal persona framework and journey maps adopted by product and operations teams.
Summarized top needs and concept feedback, informing portal enhancements.
Enabled faster data access, reducing manual request time.
Improved alignment between internal and customer-facing experiences, supporting portal adoption goals.
