Penn Medicine HUP
On site Research at Cedar Ave
Penn Medicine HUP
On site Research at Cedar Ave
Penn Medicine HUP
On site Research at Cedar Ave
Penn Medicine HUP
On site Research at Cedar Ave
Disclaimer: The names used below are entirely fictional to protect privacy. Any resemblance to real individuals is purely coincidental. Personal data has been anonymized to maintain confidentiality.
Disclaimer: The names used below are entirely fictional to protect privacy. Any resemblance to real individuals is purely coincidental. Personal data has been anonymized to maintain confidentiality.
Conducting a comprehensive on-site research at Cedar Avenue Hospital to bridge the gap between the hospital and the surrounding community. The primary objective was to understand the underlying reasons for mistrust among community members towards the hospital and to develop actionable strategies to enhance the relationship and trust between the two.
Conducting a comprehensive on-site research at Cedar Avenue Hospital to bridge the gap between the hospital and the surrounding community. The primary objective was to understand the underlying reasons for mistrust among community members towards the hospital and to develop actionable strategies to enhance the relationship and trust between the two.
Project Brief
Project Brief
Project Brief
My role:
My role:
Tools:
Tools:
Client:
Client:
UX Researcher
UX Researcher
Dovetail, Figma, Miro, Google Analytics, Illustrator User-testing, Procreate, Zoom
Penn Medicine, PHMC Management
Penn Medicine, PHMC Management
Problem Statement
Problem Statement
Problem Statement
How might we resolve the issue of mistrust and perception between the community and the University of Pennsylvania, Cedar Avenue?
How might we resolve the issue of mistrust and perception between the community and the University of Pennsylvania, Cedar Avenue?
Emphasis
Emphasis
Emphasis
The primary emphasis involved identifying specific incidents, communication breakdowns, and systemic issues that have led to mistrust between the community and the hospital. Engaging stakeholders was a critical component, as it facilitated open and honest dialogue between community members, hospital staff, and local leaders.
The primary emphasis involved identifying specific incidents, communication breakdowns, and systemic issues that have led to mistrust between the community and the hospital. Engaging stakeholders was a critical component, as it facilitated open and honest dialogue between community members, hospital staff, and local leaders.
Goal
Goal
Goal
The goals of the project were multifaceted. First, it aimed to diagnose the issues contributing to the community's mistrust by understanding the historical context and specific events that have impacted community perceptions. Additionally, the project sought to develop actionable recommendations, providing evidence-based strategies to address identified issues and improve community relations.
The goals of the project were multifaceted. First, it aimed to diagnose the issues contributing to the community's mistrust by understanding the historical context and specific events that have impacted community perceptions. Additionally, the project sought to develop actionable recommendations, providing evidence-based strategies to address identified issues and improve community relations.
The hospital systems are, you know, have been rooted in racism, not listening to black people, not acknowledging their pain, their suffrage; treating them differently.
The hospital systems are, you know, have been rooted in racism, not listening to black people, not acknowledging their pain, their suffrage; treating them differently.
The hospital systems are, you know, have been rooted in racism, not listening to black people, not acknowledging their pain, their suffrage; treating them differently.
"
"
first let's understand the underlying issue of where the mistrust starts…
first let's understand the underlying issue of where the mistrust starts…
Racism permeates every aspect of society - healthcare included. Numerous studies have documented disproportionately negative health outcomes for people of color and worse, medical care exacerbate existing social factors that lead to poor health for disadvantages groups.
Racism permeates every aspect of society - healthcare included. Numerous studies have documented disproportionately negative health outcomes for people of color and worse, medical care exacerbate existing social factors that lead to poor health for disadvantages groups.
Racism permeates every aspect of society - healthcare included. Numerous studies have documented disproportionately negative health outcomes for people of color and worse, medical care exacerbate existing social factors that lead to poor health for disadvantages groups.
We’re talking about West Philly, you’re talking about a black community, there’s already a lot of mistrust of the healthcare and i’m not certain how the trust could be rebuilt, you know, if it isn’t grounded in anti-racism.
We’re talking about West Philly, you’re talking about a black community, there’s already a lot of mistrust of the healthcare and i’m not certain how the trust could be rebuilt, you know, if it isn’t grounded in anti-racism.
We’re talking about West Philly, you’re talking about a black community, there’s already a lot of mistrust of the healthcare and i’m not certain how the trust could be rebuilt, you know, if it isn’t grounded in anti-racism.
Disproportionate negative health outcomes for people of color.
Disproportionate negative health outcomes for people of color.
Disproportionate negative health outcomes for people of color.
Mistrust of healthcare as a system.
Mistrust of healthcare as a system.
Mistrust of healthcare as a system.
Rooted in Racism.
Rooted in Racism.
Rooted in Racism.
ReiraCommunity Member & Provider
ReiraCommunity Member & Provider
ReiraCommunity Member & Provider
Understand the failure in services that contribute to a negative experience.
Understand what people expect when they enter the facility.
Understand the failure in services that contribute to a negative experience.
Understand what people expect when they enter the facility.
Understand the failure in services that contribute to a negative experience.
Understand what people expect when they enter the facility.
The community's deep-rooted mistrust of Cedar Avenue Hospital was due to the perceptions of systemic racism and documented healthcare disparities for people of color in the area.
The community's deep-rooted mistrust of Cedar Avenue Hospital was due to the perceptions of systemic racism and documented healthcare disparities for people of color in the area.
Learning Objectives
Learning Objectives
Patient Experience
Patient Experience
Patient Experience
Communication
Communication
Communication
Community
Community
Community
Learn whether the community is aware of the hospital programs.
Learn whether the community is aware of the hospital programs.
Learn whether the community is aware of the hospital programs.
Understand the failure in services that contribute to a negative experience.
Learn the area demographics.
Understand the failure in services that contribute to a negative experience.
Learn the area demographics.
Understand the failure in services that contribute to a negative experience.
Learn the area demographics.
Research Methods
Research Methods
Method 1
Method 1
Method 1
Method 2
Method 2
Method 2
Method 3
Method 3
Method 3
Qualitative + Quantitative
Qualitative + Quantitative
Qualitative + Quantitative
Quantitative
Quantitative
Quantitative
Qualitative
Qualitative
Qualitative
Secondary Research
Secondary Research
Surveys
Surveys
Interviews & Immersion
Interviews & Immersion
Read, searched and analyzed existing publications and articles.
Read, searched and analyzed existing publications and articles.
Read, searched and analyzed existing publications and articles.
Collected data from a predefined group of users to gain information and insights.
Collected data from a predefined group of users to gain information and insights.
Collected data from a predefined group of users to gain information and insights.
Conducted 12 semi-structured interviews in an effort to communicate directly with the community, patients and staff.
Conducted 12 semi-structured interviews in an effort to communicate directly with the community, patients and staff.
Conducted 12 semi-structured interviews in an effort to communicate directly with the community, patients and staff.
Surveys and Secondary Research
Surveys and Secondary Research
Surveys and Secondary Research
By engaging directly with community members, hospital staff, and local leaders, we were able to obtain a holistic view of the issues at hand. We conducted focus groups, community meetings, informal interviews, and distributed surveys to gather a wide range of insights. This extensive data collection allowed us to capture the community’s sentiments, concerns, and perceptions in great detail.
By engaging directly with community members, hospital staff, and local leaders, we were able to obtain a holistic view of the issues at hand. We conducted focus groups, community meetings, informal interviews, and distributed surveys to gather a wide range of insights. This extensive data collection allowed us to capture the community’s sentiments, concerns, and perceptions in great detail.
Affinity Mapping
Affinity Mapping
Affinity Mapping
Using affinity mapping, we synthesized these insights by organizing all the facts, intuition, questions, and discoveries into meaningful categories.
Statistical data and financial resources
Personal experiences and community engagement.
Logistical challenges and communication breakdowns.
Fears and services.
Using affinity mapping, we synthesized these insights by organizing all the facts, intuition, questions, and discoveries into meaningful categories.
Statistical data and financial resources
Personal experiences and community engagement.
Logistical challenges and communication breakdowns.
Fears and services.
Using affinity mapping, we synthesized these insights by organizing all the facts, intuition, questions, and discoveries into meaningful categories.
Statistical data and financial resources
Personal experiences and community engagement.
Logistical challenges and communication breakdowns.
Fears and services.
By combining primary and secondary research, we were able to provide a comprehensive analysis of the issues. This thorough process allowed us to identify targeted strategies to address each domain effectively, providing Penn Medicine with a comprehensive roadmap to rebuild trust and improve their relationship with the community, offering clear, actionable steps for moving forward.
By combining primary and secondary research, we were able to provide a comprehensive analysis of the issues. This thorough process allowed us to identify targeted strategies to address each domain effectively, providing Penn Medicine with a comprehensive roadmap to rebuild trust and improve their relationship with the community, offering clear, actionable steps for moving forward.
By combining primary and secondary research, we were able to provide a comprehensive analysis of the issues. This thorough process allowed us to identify targeted strategies to address each domain effectively, providing Penn Medicine with a comprehensive roadmap to rebuild trust and improve their relationship with the community, offering clear, actionable steps for moving forward.
Quantitative Data
Quantitative Data
Quantitative Data
General awareness of the hospital
General awareness of the hospital
Other hospitals they prefer
Other hospitals they prefer
Commute preferences
Commute preferences
The surveys and online forms were now guiding us toward a deeper understanding of underlying issues within the community.
The surveys and online forms were now guiding us toward a deeper understanding of underlying issues within the community.
Additionally, they helped identify recurring patterns
and key areas needing attention.
General thoughts about the hospital
Healthcare preferences
Additionally, they helped identify recurring patterns and key areas needing attention.
General thoughts about the hospital
Healthcare preferences
Understanding the community
Understanding the community
we were constantly speaking to the community; gathering data and one day while exploring the neighbourhood we came across this women who's story just shocked us and that's when we "actually" understood the mistrust issue is far more sever than we thought…
we were constantly speaking to the community; gathering data and one day while exploring the neighbourhood we came across this women who's story just shocked us and that's when we "actually" understood the mistrust issue is far more sever than we thought…
we were constantly speaking to the community; gathering data and one day while exploring the neighbourhood we came across this women who's story just shocked us and that's when we "actually" understood the mistrust issue is far more sever than we thought…
Striking story
Striking story
Reason for visit
Reason for visit
Experience
Experience
Hospital's response
Hospital's response
“Yeah, with Misericodia, I was pregnant and I went to the hospital due to abdominal pain and bleeding and I was told to go to the office, which was across the street or whatever, the office that was prenatal office or office, I was given a pill and that was it.”
“Yeah, with Misericodia, I was pregnant and I went to the hospital due to abdominal pain and bleeding and I was told to go to the office, which was across the street or whatever, the office that was prenatal office or office, I was given a pill and that was it.”
“Yeah, with Misericodia, I was pregnant and I went to the hospital due to abdominal pain and bleeding and I was told to go to the office, which was across the street or whatever, the office that was prenatal office or office, I was given a pill and that was it.”
They verified that I was pregnant and (she) told me to take a pill and go home and lay down. When I woke up, I couldn’t get out of bed. I woke up in a pool of blood and I pretty much had to get three blood transfusions because of this pill. The pill was to abort the baby.
They verified that I was pregnant and (she) told me to take a pill and go home and lay down. When I woke up, I couldn’t get out of bed. I woke up in a pool of blood and I pretty much had to get three blood transfusions because of this pill. The pill was to abort the baby.
They verified that I was pregnant and (she) told me to take a pill and go home and lay down. When I woke up, I couldn’t get out of bed. I woke up in a pool of blood and I pretty much had to get three blood transfusions because of this pill. The pill was to abort the baby.
“No, they told me they will look into it, but that was the last thing I heard. They were kind of upset because the issue had happened, but looking into it, nobody contacted me and, after I left the hospital, nobody reached out to me or did anything. And then when I called the actual office just to see if (she) was still working there, (she) picked up the phone. She was still there.”
“No, they told me they will look into it, but that was the last thing I heard. They were kind of upset because the issue had happened, but looking into it, nobody contacted me and, after I left the hospital, nobody reached out to me or did anything. And then when I called the actual office just to see if (she) was still working there, (she) picked up the phone. She was still there.”
“No, they told me they will look into it, but that was the last thing I heard. They were kind of upset because the issue had happened, but looking into it, nobody contacted me and, after I left the hospital, nobody reached out to me or did anything. And then when I called the actual office just to see if (she) was still working there, (she) picked up the phone. She was still there.”
The staff in the ER were upset about it too because they didn’t know why (she) would do something like that. Afterwards, I had to get a DNC and yeah, after that I haven’t been able to have any children. That’s how I feel. I haven’t been able... any pregnancy was a weak one. It has never, never been a full term anymore.
The staff in the ER were upset about it too because they didn’t know why (she) would do something like that. Afterwards, I had to get a DNC and yeah, after that I haven’t been able to have any children. That’s how I feel. I haven’t been able... any pregnancy was a weak one. It has never, never been a full term anymore.
The staff in the ER were upset about it too because they didn’t know why (she) would do something like that. Afterwards, I had to get a DNC and yeah, after that I haven’t been able to have any children. That’s how I feel. I haven’t been able... any pregnancy was a weak one. It has never, never been a full term anymore.
Beth
Community Member
Female 40+ years old
Mother to a 6 yr old autistic child
Experience with Misericodia: 8 yrs ago
Beth
Community Member
Female 40+ years old
Mother to a 6 yr old autistic child
Experience with Misericodia: 8 yrs ago
Beth
Community Member
Female 40+ years old
Mother to a 6 yr old autistic child
Experience with Misericodia: 8 yrs ago
User Persona
User Persona
User Journey
User Journey
The community needs the hospital to be more humane in their approach by providing better care services.
The community needs the hospital to be more humane in their approach by providing better care services.
The community needs the hospital to be more humane in their approach by providing better care services.
Insights
Insights
Insight one
Insight one
Insight one
Prioritize improving the look and feel of the hospital to provide a safe and welcoming environment for the community.
Prioritize improving the look and feel of the hospital to provide a safe and welcoming environment for the community.
Prioritize improving the look and feel of the hospital to provide a safe and welcoming environment for the community.
Insight two
Insight two
Insight two
Consistency in communication through channels the community is most active on and can improve the hospital’s reach.
Consistency in communication through channels the community is most active on and can improve the hospital’s reach.
Consistency in communication through channels the community is most active on and can improve the hospital’s reach.
Insight three
Insight three
Insight three
Addition of an engaging community-based program that encourages involvement and allows the voices of the people to be heard helping shape the hospital's direction.
Addition of an engaging community-based program that encourages involvement and allows the voices of the people to be heard helping shape the hospital's direction.
Addition of an engaging community-based program that encourages involvement and allows the voices of the people to be heard helping shape the hospital's direction.
Insight four
Insight four
Insight four
Highlighting ER's success stories may help bring the hospital in the right light.
Highlighting ER's success stories may help bring the hospital in the right light.
Highlighting ER's success stories may help bring the hospital in the right light.
Insight five
Insight five
Insight five
Educating and increasing awareness within the community about the change in management and medical staff will foster a change in perception and credibility.
Educating and increasing awareness within the community about the change in management and medical staff will foster a change in perception and credibility.
Educating and increasing awareness within the community about the change in management and medical staff will foster a change in perception and credibility.
Insight six
Insight six
Insight six
Our research at Cedar Avenue Hospital uncovered six key insights that reveal the human stories behind community mistrust stories that go beyond numbers and statistics, touching on personal experiences and historical events. I detailed these narratives in my project, emphasizing that rebuilding trust begins with empathy and transparency.
Conclusion
Drawing from these insights, we presented a set of detailed actionable solutions designed to bridge the gap between Penn Medicine and the community. Although I cannot disclose the specific solutions due to confidentiality and the sensitive nature of the project, rest assured that each recommendation is firmly rooted in our commitment to fostering genuine trust and understanding.
Our research at Cedar Avenue Hospital uncovered six key insights that reveal the human stories behind community mistrust stories that go beyond numbers and statistics, touching on personal experiences and historical events. I detailed these narratives in my project, emphasizing that rebuilding trust begins with empathy and transparency.
Our research at Cedar Avenue Hospital uncovered six key insights that reveal the human stories behind community mistrust stories that go beyond numbers and statistics, touching on personal experiences and historical events. I detailed these narratives in my project, emphasizing that rebuilding trust begins with empathy and transparency.
Conclusion
Drawing from these insights, we presented a set of detailed actionable solutions designed to bridge the gap between Penn Medicine and the community. Although I cannot disclose the specific solutions due to confidentiality and the sensitive nature of the project, rest assured that each recommendation is firmly rooted in our commitment to fostering genuine trust and understanding.
Drawing from these insights, we presented a set of detailed actionable solutions designed to bridge the gap between Penn Medicine and the community. Although I cannot disclose the specific solutions due to confidentiality and the sensitive nature of the project, rest assured that each recommendation is firmly rooted in our commitment to fostering genuine trust and understanding.
built with caffeine, chaos, and a questionable number of figma tabs. © Niranjan Jadhav 2025
built with caffeine, chaos, and a questionable number of figma tabs. © Niranjan Jadhav 2025
built with caffeine, chaos, and a questionable number of figma tabs. © Niranjan Jadhav 2025