Sutherland Innovation Labs Service design to improve customer and employee experiences. Thu, 22 Oct 2020 11:43:57 +0000 en-GB hourly 1 Copyright 2020, Sutherland Innovation Labs - Sutherland Innovation Labs Service design to improve customer and employee experiences. A Family Affair: Implications for Streaming Service Recommendations Wed, 14 Oct 2020 13:40:06 +0100 A Family Affair: Implications for Streaming Service Recommendations

It’s now standard practice for video streaming services to include personalised recommendations to aid discovery and viewing choice. However, viewing often switches between a solo and group activity, and recommendations mechanisms typically don’t reflect this. AI helps, but this shift in context is too profound to ignore.

Photo Credit: Glenn Carstens-Peters

Photo Credit: Glenn Carstens-Peters

Personalisation, and viewing recommendations in particular, are now expected within streaming services. Their value in supporting viewers was demonstrated during 2019 by TiVO who reported that “Providers that use personalisation technology like the Personalised Content Discovery platform, churn up to three times less than providers who manually merchandise their content.” So recommendations are clearly here to stay, but they’re currently a one-size fits all solution.

Viewing choices on TV often involve compromise

We’ve found that programme choices do vary by device. Mobile phones and tablets are more suited to solo viewing, both due to size and the context they’re used within, so singular personalised recommendations are a strong fit.

However, this begins to break down when viewing is on the TV, as this is much more likely to be by more than one person. In fact, over 75% of all streamed video content consumed in the UK happens on a TV (Source: TouchPoints 2019, IPA, All adults). Viewing involving more than one person is a compromise, seeking the safe middle ground. It’s often led by one person, who makes viewing suggestions based on knowledge of individual tastes and perhaps even having spent time on sites such as Rotten Tomatoes finding good compromise watches.

Provider recommendations can thus be caught between highly singular viewing and compromise viewing needs. This also causes recommendation pollution, whereby the usefulness of recommendations is further degraded as compromise viewing influences future recommendations on their profiles. Parents with young children may find Peppa Pig or My Little Pony popping up within their recommendations alongside the latest episode of Vikings or Narcos for example. One approach is to provide individual products to manage familial viewing, such as Spotify Kids does for audio, but there are other options to do this within a singular product.

Just rely on the AI

The logic of AI is that recommendations get better with data, as more is known about viewing patterns, so naturally family friendly programming is likely to rise to the top at the times of day when joint viewing happens. Equally, singular pleasures such as reality TV may be more likely to appear on recommendations when viewed on mobile devices, as the AI has access to viewing platform information.

However, the AI doesn’t actually know you’re with other people, it can merely imply it from secondary factors such as programme watched, platform and time of day. There are a range of factors influencing viewing choice, with mood being key and this complexity is implicitly acknowledged by many recommendation features often having more than one panel and focus. The presence or absence of other people has a profound influence on choice and so justifies its own inclusion in the user interface for multi-person households.

Furthermore, the AI learns to improve the effectiveness of recommendations through a process of trial and error, as it learns which recommendations are accepted and rejected. The speed that this happens depends entirely on how frequently the recommendations panel is used, and there’s always a danger of users being turned off the feature entirely if the recommendations are just too inappropriate.

The presence or absence of other people has a profound influence on choice and so justifies its own inclusion in the user interface for multi-person households.

AI is powerful but it isn’t the total solution, it needs help. A really simple way to do this is to allow users to delete programmes from their recommendations, which can speed up the AI learning process.

Family accounts exist elsewhere

How can viewing recommendations do more to support the duality of singular/group viewing?

Well, the idea of household and individual accounts within products isn’t new. It’s supported by the likes of Apple, although the inherent complexity of family dynamics can make it difficult to do well, so it’s best to keep options as low in effort as possible.

Users can also create their own family profiles

Some households do create profiles for household and personal use, with the family profile (containing more compromise views) predominating on the TV. This is a potentially neat workaround which allows users to focus their compromise watches in one place, most likely on the TV.  This places the greatest burden on the viewer, as it requires more profile switching at the start of viewing. It also involves other trade-offs, for example it may become slightly more difficult to continue watching a partially viewed programme on another device.  This is unlikely to be practical in all but the most diverse households.

A family recommendations option

The other option is to incorporate a family recommendations panel in any profile on the home page, so it’s always available within a personal profile, but doesn’t predominate.

A similar concept exists within Spotify, with Family Mix, which draws on listening history from all members within a Family account. This also includes a mood qualifier to help listeners achieve a further level of depth to recommendations (we’ve found mood a key decision point for joint viewing) and feels like an interesting direction for combining personal and household viewing.

So what’s going to help families most?

AI is a powerful force for recommendations, but it’s unlikely to solve all the challenges of programme discovery itself. A multi-faceted approach to recommendations works well, but leading VOD services don’t include a choice for singular or group viewing in their UI.

Overall, the Spotify model of integrating group viewing feels like the most interesting as it’s easy to access without disrupting the rest of the UI. It also provides some additional granularity by including a mood qualifier, and a similar feature could be applied to TV.

In any instance we’d recommend aiding AI learning by allowing users to delete inappropriate recommendations, reducing recommendations pollution and increasing effectiveness. Effective tuning of auto-recommendations is always challenging, and combining these across a household is an added layer of complexity, but it does reflect how we watch VOD. Even as the number of devices proliferate, singular and joint viewing are likely to remain fundamental drivers for programme selection.

If you’d like to find out more about our work on streaming services, contact Simon Herd, or sign up for our newsletter below to receive future articles.

Design That Inspires: Lockdown Products Wed, 30 Sep 2020 18:40:48 +0100 Design That Inspires: Lockdown Products

Both our work and social lives have changed since COVID-19; the majority of us have had to start working from home and our freedom to go outside, meet friends and family have been restricted. We’ve all had to adjust, find workarounds and alternatives to a lot of the things we were used to as the new normal today looks very different to what it was.

Some of the things I’ve had to make more of an effort for have been finding enough things to entertain me at home, creating a working environment that is comfortable for everyday use, and since I’ve had more time for cooking, finding space for all the new equipment I’ve bought.

Image Credit: Annie Spratt

Image Credit: Annie Spratt

DIY Starter Kits

I love trying new things and am always on the lookout to learn something new by attending classes and workshops, and that is one of my main sources for entertainment. So under normal circumstances, if I wanted to learn sculpting, scented candle making or how to make my own kombucha I would likely look up a workshop, however, attending classes in person has not been possible during the pandemic, but my curiosity to learn a new skill has been more apparent than ever as I have had more time for myself.

Something I have found myself investing a lot in is DIY starter kits. You can pretty much find a starter kit for anything: perfume making, jewellery making, sourdough starters – the list is endless. With starter kits you get the exact and relevant amount of resources needed to make the thing you want, alongside instructions. They’re a great route for exploring whether you are truly interested in something and they save you the time and money on investing in more than you’ll use, which means they’re also great for reducing waste. 

Portable adjustable desks

I’ve been working from home for a few months now and although I’ve enjoyed not having to commute, I have at times found that I’ll wake up and walk straight to my desk, without having moved around much, which is not good physically or mentally. Being able to alternate between sitting and standing whilst working can really help alleviate any postural problems and it’s really important to take breaks to move, stretch and re-focus. Being portable, it gives you the freedom to turn anything into a desk to mix things up and can also be a great travel companion so you can stay comfortable while on the go. Also, they’re not limited to laptops only, they can be used for reading books and eating amongst other things too.

I’ve been working from home for a few months now and although I’ve enjoyed not having to commute, I have at times found that I’ll wake up and walk straight to my desk, without having moved around much, which is not good physically or mentally.

Joseph Joseph: tools that have been made to save space in the kitchen

Since lockdown I’ve had much more time to cook and experiment with new recipes, and with this has come the need for more kitchenware. With a big wish list of items but limited space in my cupboards, I’ve been drawn to Joseph Joseph products as they have specifically and cleverly been designed in ways that take up minimal space, by being stackable, tiered, colour coded, expandable etc. and their items also help keep your kitchen organised. So not only does Joseph Joseph help you save storage and keep your kitchen organised, they also save you precious time.

Here are some suggestions of starter kits to get you started if you’re interested:

Pottery starter kit:

This kit contains everything you need to sculpt, carve, paint, sand and seal your own pots

DIY scented candle making:

I cannot believe how easy it is to make a candle – never spending another penny on buying an already made one again!

DIY Poke kit:

All the ingredients you need to make poke!

You’ll be surprised how easy it is to make these things and I bet you’ll get converted into actually making more things yourself rather than buying them already made.

These are just some of the things that have kept me busy and really helped in settling into a new reality during the pandemic.

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Bringing Service Design Concepts to Life Thu, 17 Sep 2020 15:29:59 +0100 Bringing Service Design Concepts to Life

In our last post, we learned to reframe our perspective and recognize that products, whether physical or digital, are often part of a larger service.

To help bring this idea to life, we’ve included a real-world case study that showcases how service design can be applied to new product discovery and launches. In this example, Sutherland Labs worked hand-in-hand with a large technology client to explore how a new, innovative medical device could be brought to market.

Image Credit: Icons 8

Image Credit: Icons 8

Case Study: Applying service design to a healthtech product


Our client, an internal research and design lab for a large technology provider, wanted to better understand how (and if) a new concept medical device would bring value to the market. In order to achieve this, the company needed to identify the unique value offered to both patients and providers while also determining how the product might fit into the current healthcare system.


To achieve this, Sutherland Labs went into the field throughout the US and visited a broad range of healthcare providers’ to understand their ecosystems and if/how this product might fit into it. Throughout our fieldwork we deployed a variety of methods including interviews, card sorts, live co-created journey maps, and future concept forecasting to empathize and understand these ecosystems and contextualize the product as a service.


As in many research projects, we discovered a variety of unidentified actors, such as other staff in healthcare provider offices, who would play a large part in making this product and service experience seamless and successful for both patients and providers.  Our fieldwork also highlighted other key channels and challenges to design for, such as data interoperability between back-end health systems and medical device regulations which would need to be accounted for.

Save money, time, and effort from potentially investing in the wrong technology, or developing a great technology in the wrong direction.

To evidence our findings and distill complex information, we created a future-state service blueprint and designed a high-res wireframe onboarding app that would be used by medical staff and patients to support the core medical device. Insights such as customer ease, provider comfort and liability, and medical regulations informed and inspired all design decisions for the app.

Overall, our design deliverables transformed research insights into real-world concepts that strategically helped our client decide whether to invest, or divest, in this innovation early in its lifecycle. Importantly, this helps them save money, time, and effort from potentially investing in the wrong technology or developing a great technology in the wrong direction.

In our next article, we’re going to explore how loving problems, not solutions, will help you focus your efforts, save time and money and deliver on business and user priorities. 

If you’re interested in learning more about service design, we’d love to talk to you about any challenges you may be facing. For more information, please contact or sign up to our newsletter below. 

Labs Life: Getting to Know Kellie Hodge Mon, 24 Aug 2020 15:37:48 +0100 Labs Life: Getting to Know Kellie Hodge

Welcome back to another exciting round of quickfire questions and astounding answers. Labs Life; where you get to take a peer behind the curtain at the inner workings of the Sutherland Labs, and more importantly, the people who make everything work! This time we have bribed our way into the office of Kellie Hodge in San Francisco, where we will find out everything there is not know about being a Principal Design Researcher.

Image credit: Sutherland Labs

Explain your job to us like we are five-years-old

That’s easy because I have a seven-year-old! I say that when Mummy is away on trips, she talks to all sorts of interesting people and learns how technology could help them. She was obviously impressed, because she wrote a nice note to Momma’s work asking if we could make her a talking robot. 

I’m a working parent, so my day starts early. Before the lockdown, getting the little one off to school and commuting into the city involved a lot of caffeine and sometimes a tiny bit of shouting. Now caffeine and shouting is still involved but the distance covered is a little shorter. Time at work varies greatly: it can be heads-down writing, collaborating with colleagues on research design; the showmanship of facilitation; or being out in the field. Even during the pandemic, all these things still happen, but remotely. I’m grateful for the variety and flexibility I find at Sutherland – it’s a great place to be a parent and do exciting work.

What do you do for fun?

We love California for its natural beauty, so you’ll find us outdoors as much as possible. In the winter there’s snowboarding in Tahoe. Sometimes we went up for the day and collected our daughter from school in our snow gear. Couldn’t do that when we lived in East London!

What did you do before Sutherland?

The last few years have been pure design research. I’ve practiced in agencies, start-ups, and as a freelancer in the San Francisco Bay Area. Earlier in my career, I was more of a generalist, working in product, engineering and the kinds of all-the-hats roles you find in seed stage start-ups. But all those earlier roles involved a significant element of research – not necessarily as part of the job description, but because I don’t know any other effective way to build systems for humans.  

I do think the diversity of my early career experience has been helpful. I was once the person who had to figure out what to use scarce developer time to build. You get such rich, often quite emotional insights from fieldwork but turning them into clear, practical recommendations for your stakeholders is a whole other skillset.

What do you think the future holds for the industry?

I see further acceleration of the trend towards research as an organizational learning experience. So, in turn I see more collaboration ahead; more active involvement of stakeholders; and more co-creation of research outputs. There will also need to be increased involvement from visual designers to perfect the art of making complex ideas easier to share and communicate.  

The influence of data science is an extremely powerful tool to surface behavioral patterns across large populations. This isn’t going away, and sometimes there is an unhelpful tension between qualitative and quantitative disciplines. Of course, they both have great strengths, and I believe that smart teams will combine both disciplines.

Just how much shouting does it take to move a reluctant six-year old? Will Kellie get to snowboard around London?  Sign up to our newsletter to receive the next exciting episode of Labs Life!

Surprise, Your Product is Likely a Service! Tue, 18 Aug 2020 15:07:01 +0100 Surprise, Your Product is Likely a Service!

In a short space of time, COVID-19 has left a marked impact on organizations around the world.  With business in a state of flux, it’s clear this collective challenge doesn’t discriminate. To succeed, we must adapt and find new ways to work together.

At Sutherland Labs, we have produced a series of articles that push the discussion forward. Over the coming weeks, we will be exploring how service design impacts multiple facets of an organization — and why it’s particularly relevant now.

All image credit: Icons 8

All image credit: Icons 8

With the unexpected arrival of COVID-19, the world has been thrust into a fractured state. Technology is now more important than ever, as we rely on video conferencing software to connect teams and ensure that companies can continue to deliver products and services.

What was already a diverse and interconnected customer journey has now become even more complex.

Thanks to a new landscape of digital devices, online platforms and shifting customer expectations, the way in which companies design experiences is changing rapidly. And for good reason, too.

Experience is now a key driver in brand preference, so much so that 86% of all buyers will pay more for a better customer experience. By putting the customer at the heart of your service design strategy, organizations can identify user feedback, understand key issues and build an architecture and framework that delivers on an audience’s specific wants and needs.

But the need for service design isn’t just limited to SaaS providers like Salesforce, MailChimp or HubSpot – it’s actually made up of product, marketing and customer support.

Believe it or not, the majority of products that we encounter are actually part of a larger service network. Sometimes these touchpoints have been designed, but often there are naturally occurring gaps that service design can help fill.

To better make sense of this, let’s play a quick thought experiment.

All image credit: Icons 8

All image credit: Icons 8

Grillr | A smart barbeque – A lesson in service design

You just bought the best barbeque in all the land – the Grillr. This grill has it all – accurate heat, quick start functionality and a new to market feature: an array of sensors that track grill usage in an app so that users can access real-time feedback on how to prepare the perfect steak or veggie burger.

While the Grillr sounds like a simple product, orchestrating the user experience around it is quite complex, particularly given its variety of digital and physical touchpoints. Let’s take a step back, then, and see how the Grillr starts to look and feel like part of a wider service offering.

Consider the following questions:

  • How do you onboard purchasers to the product?
  • What type of media and channels do you provide during onboarding?
  • Is there a community to connect and share recipes & best practices? If so, what channels are used and are they aligned?
  • In terms of technical support, what channels and modalities do you use to make product failures easy to fix? And how are customers passed between these channels to make their experience as seamless as possible?
  • Have you conducted human-centred research, both quantitative and qualitative, to design a customer experience that delivers on what users truly value?

While the Grillr is of course a product, it’s unequivocally clear that success is intrinsically linked to its service design. In other words, the product will fail unless it carefully considers, addresses and delivers on the wider envelope of services that surround the various user journeys.

In recent years, this “Product-as-a-Service” perspective has become increasingly important. As digital and physical products intertwine, customer expectations for seamlessly orchestrated experiences have risen dramatically.

Applying a service design lens to products

To better meet new customer expectations, service design does more than just provide the means to fulfil a user’s needs. It means shifting your focus from selling a tangible product to selling solutions and outcomes, which delivers value above and beyond a single item.

While applying a service design lens sounds simple, we frequently hear from organizations that activating this shift internally can be a struggle. But don’t worry – it doesn’t have to be this way. Making the transition from a product to service design perspective requires a carefully crafted, strategic approach.

When done properly, you can feel confident knowing that the larger service system and level around your product has been accounted for.

In our next article, we will share a recent case study where Sutherland Labs helped a large tech company recognize their concept medical device was actually part of a larger service they would need to provide for the product to be successful. 

Make sure to subscribe to our newsletter below so you don’t miss the next article in the series!

A Smarter Approach to Customer Support Tue, 28 Apr 2020 16:19:00 +0100 A Smarter Approach to Customer Support

Our client wanted their digital customer support to work better for customers.

They began by looking at the current experience in a holistic way, involving both their customers and their own support agents.

Customer Journey Maps and Personas identify pain points and reveal opportunities for innovation

Customer Journey Maps and Personas identify pain points and reveal opportunities for innovation

The Challenge

Our client, a major technology brand, needed to make improvements to the support experience for their digital work tools. While analytics had identified pain points in distinct areas of the experience they lacked a full picture of how customers were using their digital support channels, or the role that customer service agents played in that process.

To build an effective strategy for the future they needed to understand real customer behaviors around support.

The Approach

Over a series of engagements we helped our client gain a better knowledge of the end-to-end support experience of customers, as well as gather intelligence from their own customer support agents.

Workplace Shadowing with Agents and Home Visits with Customers

We spent time with both customers and agents in their own environments, observing each as they dealt with support issues in real time. Immersive research methods helped us to reveal both the issues users could vocalize, plus unspoken needs and desires. Furthermore we explored problem solving strategies and the language or terminology used by customers and agents to feed into the design of a future support experience.

Customer Journey Mapping and Personas

Our team translated research insights into Customer Journey Maps, providing a holistic view of support journeys for key customer types. These maps, alongside rich behavior based personas helped to identify further pain points and opportunity areas – such as the desire among users for greater self-serve.

Prototyping the Future Support Experience

To inform future design direction, our UX designers produced wireframes to be used as tools to illustrate, test and refine design recommendations as they might appear in future support journeys.

The Results

Our engagements have provided the client deep insight into what makes an ideal support experience from both customers and their own agents. This has been instrumental in shaping their future digital experience.

70+ design recommendations were implemented to improve the overall support experience, including navigation, page design, terminology, content.

40% reduction in support volume since improvements to navigation, self-serve channels and UI design.

Reimagining Graduate Hiring in Healthcare Thu, 21 Nov 2019 15:59:44 +0100 Reimagining Graduate Hiring in Healthcare

Our client wanted to rethink their entire approach to hiring graduates.

The global healthcare and pharmaceutical brand was investing in graduate programmes in EMEA, but a low proportion of these graduates converted into full time positions.

Graduate insights report

The Challenge

Leaders were questioning the effectiveness of graduate hiring in EMEA, and wanted to see a more strategic approach that would better serve the needs of the business. The hiring and retention of new capabilities is critical to the long term health of the organization and for building a talent pipeline for the future.

We devised an approach to help our client understand pain points in the current graduate experience, identify opportunities for innovation, and to build a strategic roadmap for the future.


Research activities

The Approach

Voice of the Customer Research

We knew that exploring graduate needs was important, but to improve internal confidence and create a shared vision for the future we wanted to view the challenge from many different perspectives. To gain a wide view we began with a ‘voice of the customer’ study, during which our teams carried out over 150 in depth interviews and focus groups with business leaders, HR and Talent leaders, graduates and hiring managers from 5 key sites across the organization.

Strategy Workshops

Next, we analyzed and unpacked these insights in collaborative workshops with the client, mapping out graduate journeys and creating behavior based personas. These artefacts were used as communication aids internally, and also helped to illustrate design recommendations to create a more user friendly user experience.

All activities fed into and culminated in a clear and executable strategy for graduate hiring, which was tailored to be delivered to different levels of the organisation.


“When you’re designing workplace systems to support graduates you need a deep understanding of their needs, behaviors and expectations.”

Anton Artemenkov – Creative Director, Sutherland Labs

The Results

Strategic Roadmap

We helped to develop a holistic, multi-year, EMEA-wide strategy for graduate hiring and development which received full leadership support.

Key insights were translated into workstreams spanning Planning, Attraction, Selection, Onboarding, and Development stages of the graduate journey.

The client has since launched a Planning Toolkit to help capture capability and business needs and ensure they are hiring strategically for the future. As well as, a  new ‘go to market’ approach on campus and a marketing campaign to enhance their Attraction strategy.

“The VOC Research has really helped us to accelerate this initiative and ensure we have the customer at the centre of our approach – thank you!”

Vice President HR EMEA, Global Healthcare and Pharmaceutical brand 

]]> An Employee Led Digital Workplace Strategy Wed, 23 Oct 2019 14:43:23 +0100 An Employee Led Digital Workplace Strategy

Our client had ambitious plans to improve the daily working lives of employees.

The financial institution had a workforce and working practices were disparate and varied, spanning 7,000 employees in 25 countries. They wanted to build a strategy for digital channels and workplace tools that would increase productivity, build community and lead to more contented employees overall.

The Challenge

To develop a strategy to meet these aims and increase the likelihood of employee adoption, we needed to ground ourselves in the needs of their employees. Our goal was to understand employees day to day challenges and pain points, their preferred tools and workarounds, and to do this at scale to account for employees in multiple locations across the world.

Exploring employee needs

The Approach

To capture insights from a large number of employees we began with a survey, which helped us to refine the focus for subsequent rounds of immersive fieldwork. Over the next 2 months, our team travelled to six countries to interview and shadow a range of employees in their own work environments to understand their workflows, day-to-day working practices, tools, and obstacles. We also used remote interviews to reach employees in another six countries, and to ensure we covered a representative range of roles and responsibilities.

I used to think innovation was in motion here, but I just don’t see it happening as quickly as it should be. Or it’s change for no apparent reason.

Sample participant

Employees in the workplace

The Output

The insights from all rounds of research gave our client a rich picture of how employees really work, including the organisational culture, tools and processes, and current challenges. This fed into their overall digital workplace strategy, with more specific outputs including:

  • Behavior-based personas as a tool for creating empathy for employees amongst stakeholders making strategic decisions.
  • Digital channel strategy recommendations including collaboration tools and internal communications, broken down into quick wins and long term goals.
  • Employee experience best practices which were rolled out as use cases across the business.
Design thinking to improve candidate experience Thu, 08 Jun 2017 15:21:26 +0100 Design thinking to improve candidate experience

Our parent organization, Sutherland, asked us to experiment with new ways of approaching existing recruitment challenges through a Design Thinking approach.

talent acquisition workshop


In an extremely competitive marketplace, how might we better attract the right talent? How can we improve retention by better understanding the end-to-end recruitment and employment journey of our employees? These are some of the questions Sutherland Labs have been tackling in our own organization – working alongside our Talent Acquisition teams.


We used immersive research to ‘walk in candidates shoes’ to understand a candidate journey throughout the recruitment process. We created behavioral personas, helping to segment, identify ‘star’ target audiences and better understand their idiosyncrasies. We also created journey maps that gave a visual representation which help to articulate pain points and crucial insight that often lead to ideas for improvements and solutions.

Talent acquisition journey maps


The insights helped our colleagues to reframe the story during the recruitment process, which in turn impacted their messaging, advertising and social media activity. The results have included a significant increase in social media followers and engagement, following a reworked advertising campaign. The project also contributed towards wider strategic goals of improving employee engagement, and aided a change of mindset within HR functions.

Rethinking in-hospital entertainment Tue, 14 Jun 2016 10:17:09 +0100 Rethinking in-hospital entertainment

Our client, global provider of hospital entertainment systems, asked us to analyze customer experience of their current system and inform the design of a cleverly user-centric new one.

TV remote and tablet


TV, radio, games, other interactive content: hospital bedside entertainment has the power to positively transform patient experience. But many patients in this study were not engaging with our client’s current system and opting instead to use their own devices. We were called on to conduct deep analysis of patient needs. Our findings then inspired the design of a revolutionary new system – to make hospital stays infinitely more entertaining.


From registering for the first time, to tuning in to the radio or finding a good film, we first identified key user tasks. We then conducted interviews with staff, patients and family members across different wards – Elderly, Stroke, Children, etc. – to find out how these tasks could be carried out most efficiently. Insights from discussions, interviews, focus groups and a visit to the client call centre were then translated into different personae and journey maps. The outcome? As many as 50 different propositions to guide development of the new system.


These propositions included: a friendlier, more accessible user interface; a promotional loop on the homepage to raise key feature awareness; a simplified VOC library structure to enable easy browsing; and extended account management features for families to enable them to make purchases on a patient’s behalf.

Hospital ward