IMPROVING HEALTHCARE SERVICE DESIGN FOR UNDERGRADUATE STUDENTS: A MODIFIED DESIGN THINKING APPROACH

College students face heightened health risks yet underutilize available healthcare services. This study employs a modified design thinking methodology and a choice-based conjoint (CBC) analysis with the goal of providing actionable recommendations for healthcare service design for traditional undergraduate students. Through focus groups (n=9) and a quantitative survey (n=65), this research identified the three most influential factors on student healthcare decisions: cost, location, and hours/availability. Thematic analysis revealed five themes to healthcare utilization amongst traditionally aged undergraduate students: navigation challenges, scheduling conflicts, provider relationship preferences, digital integration needs, and financial considerations. Differences in preferences that emerged across segments defined by transportation access, health consciousness, and geographic origin are also discussed. The final recommendations include a two-tiered approach: universal improvements to primary attributes and targeted enhancements for specific student segments to support the transition to healthcare independence.