Understanding and serving the needs of hospital executives
A big corporation like Philips operates at a global scale and serves a vast and diverse range of customers and users. To maintain a competitive edge, it’s essential to deeply understand their roles, challenges, and unmet needs and expectations. By leveraging service design, Philips can uncover these insights and translate them into meaningful solutions—ensuring they continue to deliver value through innovation and customer-centric experiences.
Designed by Freepik
Project: Mapping out the journey of CIO and COO executives of European and American hospitals and networks
Client: Philips Healthcare (2022)
Responsibilities: desk research, setting up and conducting interviews, visualizing insights and ‘jobs’
Goal
Philips aimed to uncover new opportunities to enhance the digital experience for two key customer personas. They asked me to help them map out the customer journey of COOs and CIOs in Europe and North-America, gaining deep insights into their responsibilities, goals, tasks, challenges, needs, dependencies, and information requirements.
Approach
We reviewed Philips' existing customer persona materials and conducted 12 in-depth interviews with CIOs and COOs from both large hospital systems and regional hospitals across North America and Europe. After analyzing the data, we translated our findings into a comprehensive framework outlining ‘jobs to be done,’ tasks, goals, expectations and challenges. This was further enriched with detailed persona profiles, capturing their core responsibilities, key objectives, and the other roles they frequently interact with.
Results
We created a journey map, visualizing the aforementioned, complemented with a report and presentation for our stakeholders at Philips.
