journey map visualization, insight generation, collaborative synthesis workshops
THE CHALLENGE
A client team approached us with a request to help them identify strategic opportunities for all functional teams to impact patient experience. Our team performed a meta-analysis of existing research provided by the client team, then designed a synthesis workshop with cross-functional client team. Within the workshop, we were able to identify patient journey insights and strategic implications, as well as co-create an emotional patient journey visualization with client team members.
THE APPROACH
Following the synthesis workshop with the cross-functional client team, an overarching drowning metaphor emerged for this patient journey. Each phase of the journey included an additional metaphor to match the emotions felt throughout the phase. A dark theme for the whole journey was selected to match the very dark outcomes for each patient experiencing this condition.
Production Artist: Roberto Russian
THE RESULTS
Not only was the co-created visual journey poster printed and displayed in the brand team’s space in their physical office, the debrief report generated an additional project supporting with brand planning (2 years out). Opportunities identified included making testing free and widely available within the local market, as well as shaping key messaging about testing and the illness itself with healthcare providers to slow the decline in the patient’s current emotional journey line.
Select patient journey visuals from other projects are included below:
Client Industry: Pharmaceuticals
Note: Identifying details of project have been removed for client privacy