You can't design things that make sense
If you don't understand and frame the needs, behavior and context.
You need to have a deeper and more nuanced understanding of customers and employees, that goes beyond demographic data and gut feelings and which includes psychological, social, and environmental factors.
By understanding....
-The environmental/system dynamics -How decisions are made -What people are capable of doing -What people's motivations and needs are -The Personal beliefs and attitudes -How people evaluate risk and value -Unconscious motives people don't even realize they have -What people see others doing -What people think others expect them to do
You know, the broader array of things that drive action for customer, employees, patients and citizens, your organization can design things that make sense and which are more closely align to meet needs and fulfill outcomes.
You can learn to do this - really you probably already know people in your organization you can work with to do this.
We do it all the time at our consultancy for our customers, looking at the drivers, finding the right targets and helping to design things that make sense by testing iterating, evaluating, and upskilling.
AI designs that look great, nudges and even behavior change strategies are not a copy-and-paste thing, some work in some contexts, and some don't, you need to understand the things you are targeting for the change - those factors I showed you above and then see if what you make, makes sense.
There is nothing wrong with having options to design for change, inspiration, ideas, evidence - this is what you need to go from insight to implementation - but you should avoid using x strategy/design without understanding the context and going to the root cause of what driver change.
Again, to design things that make sense, please don't just blindly copy tactics because everyone else is copying them.
Just because it worked for your competitor does not mean it will work for you, and worse, you can cause very bad backfires.
The environment your patient, HCP, employee or stakeholder etc.. is in is so important and it is not something you can opt out of designing. Delighting people is fantastic, once you have met the needs.
If you have done the work of making sense of the drivers, then you can start to design things that make sense.
The book
Design Things that Make Sense by Deborah Nas
This book can give you some good ideas and is also visual (which I enjoy), with some examples for when I get to the actionable part for our clients, but I can only apply and contextualize and adapt these ideas if I know what I am targeting.