|22nd January 2020
Within our customer experience capability at Blue Latitude Health (BLH), our user experience researchers and designers are tasked with understanding customer and client needs, in order to drive innovation and to solve real problems.
Recently, a client required a centralised system to drive the development and deployment of datadriven patient services. They wanted the design and build of the patient services to be centralised and accessible by local markets for localisation. There was the added complexity of ensuring the new platform would support innovation in patient services coming from local markets. This is how we rose to the challenge...
We started by examining the organisation’s current workflow and uncovered the following challenges:
We then captured stakeholder requirements and progressed the design of the solution using a user-centred service design process. To begin, we conducted qualitative interviews with internal stakeholders, including the core digital team, IT, service designers and local markets, to ensure that we had developed the insight needed to clearly understand all of the challenges and to inform the design of the solution. We then used these insights to define user cases and requirements.
The next step was to create a service blueprint with the core team, which was validated by both global and local stakeholders. A service blueprint is essentially an extended customer or user journey. Traditionally, a customer journey focuses on a single user, mapping their interactions, behaviours, unmet needs, emotions and touchpoints along a specified time scale or defined task. The purpose of the service blueprint is to map the processes of a number of actors within a service ecosystem. This is done visually by assigning a process or actor to a ‘swim lane’ and visualising interactions and tasks within and between swim lanes to represent the flow.
|27th August 2020
Precision and personalised medicines are more than products, they are services in their own right. So, how should pharma approach this uncharted territory to ensure targeted therapies work for patients?