Summary
Praxa Sense developed an innovative heart monitoring device, but experienced difficulty defining further development. Using interviews and Journey Mapping I helped them gain better insights into the possible use of their device and create a plan for the future.
Service Design is like story writing..
You start with defining the main characters of the story and find out what motivates them. Once you've determined your characters' goals you can start to design their journey.
A company can provide certain tools (i.e. Products & Services) to help characters on their journey.
Our main characters in this story:
A patient with heart problems, whose goal it is to get better.
The doctor that wants to diagnose and treat the patient.
The tools provided by Praxa Sense:
Afi, a small heart-monitoring device.
A powerful AI able to detect arrhythmia.
Challenge: A product without a story
Imagine this: You're the CEO of a company that’s developed a small wearable heart monitor designed to radically improve patient comfort. Accompanied with a powerful AI, trained to recognise arrhythmia you're sure your product will revolutionise the healthcare industry.
After all, AI is the future! Right?
There's just one tiny problem: you haven't yet figured out who's going to interact with your AI and how it will transform their lives completely.
That's where Praxa Sense reached out to me for help!
Who's who? Discovering the main characters and their goals.
My knowledge on cardiology at the start of this project was very limited. Luckily, Praxa Sense had some local cardiologists I could connect with. I talked to all of them, and after that I connected with even more cardiologists, specialists, nurses and assistants to get the full picture.
Having completed my research it was time to present my findings to Praxa Sense. It turned out the journey of a patient with heart-problems was far broader and more varied then previously anticipated. Luckily, Service Design provides a tool perfect for telling complex stories: the Journey Map.
Mapping out the complete journey of a patient helped us position the best use cases for Afi, as well as figure out the main players in our story.
Retelling the story with the help of Afi.
Presenting this story to Praxa Sense opened the door to discovering new opportunities. Together, we brainstormed on how their product could help the characters overcome their struggles and reach their goals better and more easily than before.
These insights culminated into a new story: one of a future heart treatment with Afi. This story, again, deserved its own Journey Map to be told properly.
Results: A script for the future.
The final Journey Map was slimmed down to only a few key characters, each having a set of clear contact points with these products. This story helped to define the role of Afi within the bigger picture of the treatment process. It also gave Praxa Sense a clear roadmap for the further development of their product.
The story of treating heart problems with Afi was born and Praxa Sense had the script to help realise it.
© Joep van de Klundert 2024
+31 6 1777 20 70
joepvandeklundert@gmail.com