As part of the team at Philips Design I was involved in designing Philips Performance Bridge. A suite of services that aims to improve hospital performance by bringing together people, data and services. Performance Bridge enables hospital departments – like cardiology and radiology – to focus on providing quality patient care while enhancing their operational performance and being cost effective.
I worked as Service designer together with marketing, design and technology, in order to define the overall service offer and detail the different touch-points, such as an online tool. Additionally we defined the back-end activities to deliver the new proposition. The process also included several workshops with stakeholders in order to involve and align all areas within the organisation which would be necessary for the implementation and delivery of the new offer.
Details of the project are confidential, therefore this post only showcases the process and activities relevant for my role.
I was part of the facilitation team for several workshops with key stakeholders where we defined the value proposition for the new service offer. During the workshop we used tools like Empathy Maps, Value Proposition Canvas and Business Model Canvas.
Based on previous marketing customer research and through internal workshops we were able to create a first service journey. This initial journey enabled us to pinpoint key departments and internal activities that would highly impact the service to be.
Later on, the journey was further detailed and enriched in validation session with people from Customer Service, Marketing, Operations, Technology and product areas within the organisation. Additionally, the service was constantly validated with potential customers (hospitals).
The service journey provided an indication of the different touch-points and channels that customers would interact with. An important service element was the online dashboard from which hospital personnel could gather data from imaging equipment, monitor and manage several aspects of their hospital department in order to increase their department’s efficiency. For instance, in the radiology department, the personnel could get data on how much their equipment is being utilised and gain insights on how to better optimise patient flow.
Besides the online dashboard, hospitals would also interact with the service through service personnel, call centres or even training coaches. All these service elements needed to be defined, tested and iterated together with the different business units within the company.
For a first overall test of the service we conducted a one week hackathon in Bangalore where design, technology, marketing and customer service came together to further define and prototype the offer. The prototype included a first clickable demo of the dashboard tool and role playing of other touch-points. This was a key moment to discover experience gaps and potential pain-points as well as to evaluate the implications for implementation.
The result was a video that showcased a key use-scenario where the most relevant service elements came to play. The video was used in later stages to internally communicate the service vision and promote collaboration between relevant areas within the organisation.
Using a service blueprint we detailed the back end processes, activities and roles required to implement and deliver the service. Because the offer impacted several company business units, we created and detailed the blueprint working in close collaboration with internal units. By working together we were able to leverage existing knowledge and capabilities; at the same time this triggered acceptance for the new offer within the organisation, which facilitated the first implementation stages.
Together with the developers in Bangalore and other UX designers we detailed and begin implementation of the online dashboard, a core touch-point for the service. Additionally the offer was deployed to conduct a pilot in some hospitals.
After more than six months of service design, the service was launched at RSNA 2016. For more details, please visit the portal: Philips Performance Bridge.
My involvement in the project concluded before the first implementation was completed.
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