bcbsma Innovation Center

Cantina worked with Blue Cross Blue Shield Of Massachusetts (BCBSMA) to envision a new in-store experience that engaged consumers around healthcare innovation. To effectively do so, we needed to provide visitor guidelines, a master plan for future exhibits, and staff engagement training -- without access to the physical space. Our strategy in tackling this challenge was to create multiple prototypes so we could experiment with the visitor experience of their new innovation center. 

Prototype Strategy

I used my past experiences in architecture to rapidly translate building plans into a tabletop model, and then pulled in more people to help build a life-scale model. Both models took approximately four days each and involved copious amounts of foam core, duct tape, zip ties, and glue. These models proved critical in our service design approach for role-playing, exhibit strategy, and co-designing with the client.

Outcomes

Having models at different sizes was essential in determining the design and spatial strategy with our client’s team of stakeholders, designers, and exhibit partners. We used the tabletop model to explore service scenarios and to assess exhibit strategies. To do so, we used post-it notes, small figures (“actors”), and props to visualize and strategize how visitors should experience the space.

Our full-scale prototype was a crucial asset to collaborate with BCBSMA. We translated the visitor journey into tangible, physical experiences through role-playing and bodystorming exercises to solidify the service model. These exercises helped us determine approaches towards staff training, way-finding, and visitor takeaways. We acted out the dynamics between visitors and staff, and how people would interact with touchpoints. The prototype was also a catalyst to clarify their branding and messaging. In a short period of time, we used our prototype to effectively solidify a strategic groundwork with our client.

Branding Impact

Our prototyping and research enabled us to make recommendations to their initial brand vision, which the client moved forward with for the construction of the innovation center.