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Comprehensive product discovery for the redesign of a cutting-edge medical decision-support system, covering the entire user journey.
Problem
To uncover a vast domain - mindful of sensitive internal and external dynamics - and equip decision-makers with forward-looking ammunition that will shape the product portfolio for the next decade.
Solution
Relentless, sustained research with a constant emphasis on qualitative nuance, taking into account the needs, opportunities, and capacity for change of every actor and stakeholder.
Result
Game-changing strategic insights and findings that guided both external and internal partners throughout the entire design project.
Perhaps the greatest payoff is that, ever since, the client has, on their own initiative and conviction, been launching new research studies.
About the project
Needfinding
Decision-maker interviews
Ethnographic research
Stakeholder interviews
Distribution network disovery
A hardware and software manufacturer approached us wanting to renew their entire digital service portfolio, on which they’ve been building IP for nearly 20 years.
We began our research by interviewing the organization’s stakeholders and decision-makers to understand the organizational and cultural context, and the processes that produce these products and services.
Like most medtech hardware, this product is sold through a distribution network in over 50 countries, which gives the company solid traction and predictable growth - but also creates a layer between the end users and the manufacturer.
Part of our mission was to compensate for the information loss inherent in that layer. Before moving on to decision-maker research and end-user studies, we first interviewed distribution-network participants and conducted quantitative research with them.
Perhaps the most important takeaway was that the manufacturer’s view of the product’s strongest point differed markedly from the opinions of the (very heterogeneous) customers and end users.
As with our previous projects, it became clear here that the number of healthcare professionals is shrinking while the patient population is growing - and so the role of digital support tools will only increase.
Meeting this challenge will require medical software tailored to the needs of medical systems, with a focus on productivity and risk minimization, deep understanding of user needs, and high interconnectivity for those who use it.