Human problem · Hospital partnership

IGT Customer Experience Vision

Turning two competing businesses into one partner for the hospitals they both serve.

Role: Project lead · design direction

Vision · not shipped
The 42-second customer experience vision film.

The human problem

Philips Image Guided Therapy had just acquired a catheter company. The two businesses sold to the same hospitals but worked almost as competitors. Customers experienced two brands, two service models, and no partner.

Chapter 01

Looking inward first

I led the project with two user researchers. We started with empathy maps of what physicians and administrators think, feel and fear, set against every competitor’s offer across the purchase lifecycle.

We mapped the as-is experience, ran a workshop with both businesses, and interviewed people inside and outside Philips. One insight came up with everyone we spoke to: the systems had to work together, for patients, care teams and service teams alike.

Empathy maps and the competitive experience across the purchase lifecycle.
The story outline brought both businesses into one customer journey.

Chapter 02

Making one shared journey visible

We turned the research into an eight-stage journey from discovery to growth, set out in a poster and an animated film. The vision showed where the two businesses needed to become one experience for the hospital.

The eight-stage journey presented to Philips leadership.
Early hand sketch for the journey story.
Developing the sequence behind the finished poster.
Refining the shared experience vision by hand.

I presented the vision at every level of the organization, up to the Executive Committee and CEO Frans van Houten.

Chapter 03

Taking the vision forward in pieces

Vision · not shipped

The full vision was too big to fund at once. IGT took it forward in pieces, such as augmented reality support for field service engineers.

Outcomes

  • Created a shared customer experience vision across two newly joined businesses.
  • Presented the eight-stage journey to the Philips Executive Committee and CEO Frans van Houten.
  • Saw parts of the vision move forward, including augmented reality support for field service engineers.

What I learned

A poor customer experience usually starts with internal structures. You have to look inward first.