Sutherland Innovation Labs Service design to improve customer and employee experiences. Fri, 05 Mar 2021 12:54:34 +0000 en-GB hourly 1 Copyright 2021, Sutherland Innovation Labs - Sutherland Innovation Labs Service design to improve customer and employee experiences. Labs Lessons: Conducting Research with Children Thu, 11 Feb 2021 17:40:40 +0000 Labs Lessons: Conducting Research with Children

When we first published ‘Tips for conducting research with children’ in 2018, we were witnessing a surge in access to tablets and smartphones among young audiences. Fast forward to 2021 and just over half of children in the US own a mobile phone by the age of 11, and due to Covid-19 many young people rely mainly on digital devices to learn, socialize and relax. 

Given this, it’s increasingly important for brands to understand how to design digital experiences for younger audiences. We’ve given our previous article an update, and incorporated additional thoughts on remote research when child participants are involved.

Image credit: Robo Wunderkind

Image credit: Robo Wunderkind

A note on privacy: Working with children is always fascinating, but it’s important to carefully consider logistics and country specific privacy guidelines when planning. Additional thought needs to go into consent forms for example, so please be aware of these when undertaking any kind of research with younger audiences.

Do your homework

  • Know what to expect when working with children of different ages such as their expected levels of communication, development and understanding.
  • Consider grouping children of the same ages together. Even 6 months can have a huge impact on a child’s development and some children may feel intimidated by older children that they don’t know.
  • If you are testing a range of ages make sure you understand their reading and comprehension levels prior to the sessions.  This can be done with the help of recruiters and a careful screening process.
  • When working with young children it can help to have the parent or guardian play the role of researcher by asking them to read the questions to the child (the obvious downside being this leaves more room for error if a third party is involved). 
  • Consider using friendship pairs if applicable so that children can give each other confidence and bounce ideas off each other.

Even 6 months can have a huge impact on a child’s development and some children may feel intimidated by older children that they don’t know

Create a reassuring research environment

  • First and foremost – make the child feel comfortable.  Younger people can sometimes rely on validation so make them feel like they are the expert.  If they are unsure of the answer use reassuring prompts, like “You are doing great!”, and use child friendly vocabulary.
  • Attempt to match your vocabulary with the childs, but with older children resist the temptation to use language that you might think makes you sound young and cool!
  • Consider enhancing remote or in-home research with physical materials. When we worked with a large tech brand who wanted to test a prototype with children in their own homes, one of our research team created visually captivating personalized instructions for each child. Sending these along with the prototype went down really well with the children and caught their attention from the word go.
  • Don’t make the sessions too long – session length can increase with age but as a rule of thumb stick to 30 minutes or shorter for preschool ages. When running the session prioritize and mix tasks to try and keep the children engaged.

Be flexible when running research

  • Be prepared to improvize! Part of the joy of working with children is that sessions may not always go as planned, so you should be prepared to adapt as you go. Consider even having more than one approach planned in case the unexpected happens.
  • If possible consider conducting research in a familiar setting that will make the child feel more comfortable – for example at school or at home.
  • Children are unlikely to have been in this situation before which can result in anxiety and excited behavior – so start with a simple task to help them focus and to get their attention.
  • Pay attention to body language as young children may struggle to verbalize their feelings. Any observers should be focused on reading  body language and facial expressions rather than the language used, and consider multiple observers if you’re running group sessions.
  • It’s highly like that your child participant may lose focus at points. If this happens bring them back naturally before engaging in another task so it feels less like discipline and more like a fun activity.
Image credit: Sigmund TJ

Image credit: Sigmund TJ

Create a welcoming research environment 

Our wonderful studio team in London shared some great insight into room set up for younger participants: 

  • Avoid wearing suits and formal clothing – dressing casually may help to put the child at ease.
  • Make the reception or waiting room child friendly with magazines or children’s television playing to occupy then while they wait.
  • Make the studios child friendly. Provide bean bags rather than adult-sized seats and tables and use them yourself if possible. Remove any unnecessary distractions and do not put the test equipment on show until it is necessary.
  • Take a few moments at the start of a session to show them around and make them familiar with the area that they will be in. Maybe even show them the observation room and the two-way mirror works (kids think that it is the coolest thing ever!).
  • Provide snacks and child friendly drinks for designated break times.
  • Don’t assume that children can use mice and desktops! Most children are now more used to tablets and mobile phones than desktops and keyboards and some households will regulate screen time more than others.

Avoid wearing suits and formal clothing – dressing casually may help to put the child at ease.

Things to consider when wrapping up 

  • Any monetary incentive should go to the parent or guardian but we think it’s also nice to give each child their own ‘incentive’ envelope to open to make them feel like they have received a reward by taking part. Stickers and certificates can also be useful for this, or a token related to the research itself.  
  • Don’t forget that many young people now have social media accounts and for many a status update can be a way of sharing an exciting event. Reminding parents and children about confidentiality at the start of research can help, and a social media check following the research can identify any tweets or Facebook status that may need to be removed.

We think it’s also nice to give each child their own ‘incentive’ envelope to open to make them feel like they have received a reward by taking part.

Bonus: Extra tips for remote research with children 

Even prior to Covid our researchers conducted research with children online. Much of the same guidance can be applied with some additional considerations: 

  • As with in person research, dress casually to help put the children at ease.
  • Consider remote icebreakers such as asking a child to share a favorite toy, or book to help them open up before starting the research.
  • To capture the child’s facial expressions and body language, ask the parent or guardian to follow the child with the recording device to capture their movements and expressions.
  • Allow extra time to speak with the parent or guardian prior to the session to ensure the correct tech set up. Make sure they have devices charged and cables handy if needed and can access the video conferencing platform being used.    
  • If you’re unable to meet in person it’s a nice gesture to enclose personalized thank you notes or gift vouchers along with the instructions for parents, and ask them to give them to the child after the research.
  • If research does manage to take place in a COVID safe environment remember that children find it harder than adults to communicate when masks are involved. Plastic screens are preferable to allow for easier communication but make sure this is specified to the parents during the recruitment phase.

We hope you enjoyed reading our tips for conducting research with children and young adults, look out for the next in the Labs Lessons series. Thanks go to Nicole, Kimia and Azia, and all the research, design and studio team for their contributions.

If you are thinking about conducting your own research with children and would like to know more then please get in touch with for more information.

UX & Design Podcast Recommendations for 2021 Fri, 29 Jan 2021 11:31:33 +0000 UX & Design Podcast Recommendations for 2021

At the Labs we are always seeking out new ideas, and at the moment listening to podcasts is one of the easiest and most accessible ways to do so.  As it has been some time since we have put out a blog post around industry related recommendations we wanted to kick off 2021 with a list of the team’s favourite podcasts.  The shows listed below are in no particular order and rest assured there is something for everyone, even if you don’t work in UX and design.

Image Credit: Design Matters

Image Credit: Design Matters

Design Matters – Debbie Millman

With almost 300 episodes to date, the show has come a long way from when it started in a modem office in the Empire State Building back in 2005, the podcast is now an anchor feature on the Design Observer’s Media channel which is no mean feat in podcast achievement standards.  The show now boasts being one of the most well known channels in the industry, and often features guests from a variety of creative backgrounds, from well known directors, to filmmakers and designers such as Stefan Sagmeister and the late Massimo Vignelli.  What we love is the wide variety of topics that Debbie manages to cover in every episode, ensuring that every time you tune in it provides an entirely different listening experience.

99% Invisible 

When I asked the team which design podcasts they listened to in their spare time, Andrew our Director of Design Research jumped in with this one.  In his words he described it as ‘very slicky produced, with a variety of interesting topics and touchpoints with the main focus being design and architecture.’  When you browse the equivalent of the ‘about me’ section on the website the first thing you see is ‘ever wondered how inflatable men came to be regular fixtures at car lots?’ and ‘ever wonder about the history of the fortune cookie?’ which is testament to the show’s lighthearted humour.  With over 40 million downloads and being one of the most popular podcasts on iTunes, this podcast had to make our recommendations list.

The Honest Designers Show

Aimed at both budding and existing designers this show offers practical advice on how to tackle challenges such as avoiding burnout, finding your own creative style, and how to work as a freelancer or in a team setting.  The show is hosted by creators and designers who have excelled in their respective fields, and can give anyone in the industry newfound confidence to grow in a field that can at times be difficult to navigate.  Rest assured, this doesn’t feel like you are listening to a self-help spiel, the hosts are honest and open about their experiences which makes for great listening.

The Design of Business -The Business of Design

If you are looking for some light background entertainment while you work, then this probably isn’t the podcast for you.  The topics take a deep dive into the depths of how design influences every level of complex organisations, and how the outcome is reflected in both their decisions and products.  Industries aren’t excluded from the line up – they interview people with a range of expertise, from music, to retail to journalism and technology.  Recorded at the Yale School of Management the interview panel often includes young visionaries, who have often gone on to shape the world around us. A must to tune into if you want to understand how design really is at the core of everything.

UI Breakfast 

With more of a nod toward the UX/UI side of design, this podcast also touches on a wide variety of topics such as marketing, product design and more. What we appreciate is that the episodes are each only 35 minutes long which makes them a little more digestible if you are short on time, but it does not mean that they are any less meaty in terms of industry expertise and valuable knowledge sharing. The episodes are always topical, relevant and give a window into the world of some of the greatest industry thinkers, and for that reason we keep going back to hit the play button.

We hope you enjoyed perusing our top podcast picks for 2021, keep an eye out for our future recommendations and in the meantime sign up to our newsletter to receive notification of our latest publications.

Roundup: Our Top Blog Posts of 2020 Thu, 17 Dec 2020 13:51:50 +0000 Roundup: Our Top Blog Posts of 2020

With 2020 coming to a close we wanted to round up our most read and revisited posts of the year.  Unsurprisingly many of them are related to advice around continuing remote research and design under the current circumstances, as well as the publications from our ongoing partnership with the UXAlliance

Image Credit: Sutherland Labs

Global Tips for Conducting Remote Focus Groups during COVID-19 

This was first published by our partners at the UXAlliance, and has continued to be an article that people have kept returning to. The global partners offer ten tips for how to continue to utilise remote focus groups despite the challenges that may have arisen from the outbreak of COVID-19 – suggestions include adapting discussion guides, organising test runs prior to the real sessions, finding the right online platform and using an online moderator and note taker.  If all are taken into consideration and through thorough prior preparation the challenges can easily be overcome and the result rewarding.

The Food Delivery App Experience During COVID-19 – 10 key lessons 

Another popular blog post in partnership with the UXAlliance was a global benchmark that was led by our partners Usaria and to which the Labs contributed to for the UK study.  The benchmark looked at the effects of COVID-19 on food delivery apps, and how they responded to the changes.  The benchmark also identified key lessons around responding to the constraints caused by COVID-19 and newly evolving customer behaviour both immediately and in the longer term. 

Remote Design Workshops; Plan, Rehearse and Test!

Authored by Mark, our Director of Design Research, we explored the remote working situation that much of the world found themselves in from March onwards and offered advice on how to successfully keep design activities moving forward.  Having had a number of clients asking how to keep momentum going from home we put together some tips by using our own experience and knowledge on how to plan design workshops while having decentralised design teams.  This article was the first of a two part series, with the second documenting how to successfully run the workshop.

Remote Research: Ten Tips to Keep Observers Engaged 

Continuing with the theme of remote, this is one of the earlier blog posts that we released following COVID restrictions while we were helping many of our clients  transition to remote research. We discuss ways to engage observers of remote sessions, and methods to facilitate active collaboration between sessions – even when teams are remote.

Design thinking and engineering: complementary disciplines, but very different cultures

We published this article back in September 2017 but it continues to be one of our most visited posts.  The article aims to unravel the complex relationship between design thinking and engineering and argues that in order for modern businesses to thrive they need to understand how the two thought schools can be used harmoniously to build products and services.  The article is summarised with the thought provoking idea that instead of striving for the unattainable goal of perfection, companies should be celebrating the beauty of human imperfection when it comes to design.  

We hope you have enjoyed reading our blog posts for the year, and look out for new content in the New Year!  To receive monthly notifications of our publications then sign up to our newsletter.

Christmas Gift Recommendations for 2020 Fri, 11 Dec 2020 15:30:16 +0000 Christmas Gift Recommendations for 2020

To celebrate the fact that the Christmas season is upon us and some of us might still be doing some (very) last minute shopping, we asked the team to conjure up some of the things that they would most like to see in their stockings on Christmas day – and this is what they came up with!

Image Credit: Jone Leupe

Image Credit: Jone Leupe

HP Sprocket Select Portable Photo Printer 

This cool little gadget is a compact photo printer that connects to your Smartphone which is perfect if you don’t want to carry a heavy camera around with you.  At the Labs we miss printing and hanging pictures so love that this brings both worlds together and can be slotted into your pocket to be used on the go – and as an added bonus it also prints onto water and tear resistant paper.  The other feature that really caught our eye is the ability to interact with the prints in augmented reality through an app that you can download and connect with on your phone – pretty cool!

The Click and Grow Smart Garden 

A lot of the Labs team are based in London and San Francisco, and for the majority of the year this has meant limited access to gardens and green spaces.  This gadget caught our attention because it allows you to bring the outside in with you, and comes with everything you need to keep them alive – because let’s be honest who hasn’t let at least 1 house plant die in the last few months despite the fact that you are always home?  The kit comes with everything you need to grow a successful garden, even including LED lamps and basil starter pots for you to get going.  We can’t wait to get growing!

Wacom Intuos Creative Pen Small

As soon as I asked the group their most wanted gifts this Christmas, Abi our Researcher & Designer jumped straight in with this product which is designed for those who are all about drawing, painting and photo-editing from one hand-held device.  The pen it comes with is said to give a realistic pen on paper feel and allows your creativity to come to fruition in one place, the added bonus being that it comes a lot cheaper than some of its other competitors on the market – so perfect for those who are just starting out, or simply don’t want their spending to go through the roof.

Blunt Metro Wind-Resistant Umbrella 

Ok so this one seems a little frivolous but hear us out – I think we can all agree that there is not much worse than a wet and windy day when you are trying to get to work and your umbrella suddenly blows inside out.  What impressed us about this is the innovative design features of the fibreglass ribs and the patented canopy tips which are designed to be safe for others when walking around busy city streets.  Designed and made by a New Zealand based company, this umbrella boasts being able to survive gusts of up to 72mph, and it is not surprising seeing as the country is home to the windiest city in the world!

If you enjoyed reading our top Christmas picks then why not sign up to our mailing list to receive monthly newsletters and notifications of the latest trends.

Marketing During COVID-19: A Human Centric Approach Thu, 26 Nov 2020 14:01:15 +0000 Marketing During COVID-19: A Human Centric Approach

Marketing, like many other business operations, had to make a drastic shift since the outbreak of the global pandemic. As people in many countries were encouraged to stay inside their homes, existing marketing strategies quickly became redundant and companies had to think creatively and turn their attention to online and social media campaigns to build a connection with their customers.  Here are some of the campaigns that have attracted our attention over the last few months.

Image Credit; Campaign Creators

Image Credit; Campaign Creators

Peloton Bikes

Gym and athletics became one of the industries worst affected by the COVID-19 pandemic and with retail sales plummeting, major sporting companies turned their focus to indoor workouts.  A company that has been at the forefront of this new exercise revolution is Peloton bikes, offering workouts that could be done without having to leave your own home. 

Purchasing a Peloton bike is a financial decision that shouldn’t be taken lightly (the lowest priced bike comes in at around £2,000). However, when you are able to pay in instalments of $45 per month, with the promise of a 30 day home trial and a 12 month warranty, it suddenly turns into a deal you can’t miss out on.  In March the brand announced they would be offering an extended 90 day free trial period, where users didn’t need their specific bikes and software to be able to sign up. The offer provided an incentive for the consumer and created a feeling of goodwill from the company, and helped attract new customers who had taken the leap to ditch their old gym memberships. 

People from all over the world can compete and track real time results through a shared platform, and although this may not be as good as the real thing, it may have helped fill the void in a time where people were craving human connection.

Another strength that Peloton has built upon is the online community that you are able to access as part of the membership.  People from all over the world can compete and track real time results through a shared platform, and although this may not be as good as the real thing, it may have helped fill the void in a time where people were craving human connection. To top it all smart design features create a great user experience, a 360 moveable screen that is attached to the bike works in your favour if you are working out from small spaces and flats where you can tuck a bike in the corner and twist the screen to give room for completing the home workouts.


While a toilet paper brand wouldn’t seem like the most obvious choice when talking about a great marketing campaign, this US based company really stood out.  Back in March people started buying up toilet paper and in that single month alone the toilet paper sales jumped up 213% in one week.

Cottonelle decided to try and tackle this problem hands on, by both trying to reassure it’s customers that everything would be ok, and by investing in a charitable cause that would help those directly affected by COVID-19.  Firstly they put out a message to their consumers encouraging them to ‘stock up on generosity’.  Following this the company partnered with the charity United Way and the brand pledged one million dollars and one million rolls of toilet paper to United Way Worldwide’s COVID-19 Community Response and Recovery Fund, and as a final charitable bonus for every one person that shared the hashtag #ShareASquare on social media the brand announced that it would donate a further $1.  The company also shared messages on their social media such as ‘we believe our customers have no shortage of kindness’, bringing a human perspective to the brand at a time when the selfishness of consumers seemed rife. 

While a toilet paper brand wouldn’t seem like the most obvious choice when talking about a great marketing campaign, this US based company really stood out.

Ultimately the toilet paper manufacturers were one of the few industries that were profiting as the revenue of other companies was plummeting. In reinforcing the message that ‘we are all in it together’ it’s likely that consumers will continue to pick Cottonelle packs of toilet paper up from the shelves in the future.

Unexpected social media fame – US National Cowboy Museum 

Finally, an example of an unplanned and unexpected social media campaign that has taken off, and has provided the lighthearted humorous break that we have needed at times needed during the last few months.  This US National Cowboy Museum in Oklahoma rose to social media fame when it inadvertently put their head of security in charge of their Twitter page after the museum had to close its doors.  His open discussions on how to use hashtags prove that sometimes it doesn’t take money for marketing campaigns to be successful, and that a little human relatability can go a long way – with the added bonus of getting the museum on the radar of those who would never have otherwise heard of it.

Image Credit @ncwhm Twitter

Image Credit @ncwhm Twitter

If would like to see more content from us then sign up to our mailing list to receive monthly updates.

A Smarter Approach to Customer Support Tue, 28 Apr 2020 16:19:00 +0000 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 +0000 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 +0000 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 +0000 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 +0000 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