In 2023, a multinational pharmaceutical corporation based in Switzerland made outstanding scientific advancements to improve the lives of advanced prostate cancer patients. A heroic breakthrough since 1 in 4 men will receive a prostate cancer diagnosis throughout their lifetime.

Against pressure to save lives and stay ahead of competitors, the client needed to launch their new service worldwide quickly and seamlessly. Cue a partnership with a London design agency, whose assigned team I was part of. As the Product Strategist and Principal Researcher on the project, my goal was to improve the customer's digital experience to increase awareness and adoption of the new treatment.

Scroll below to see how stakeholder interviews led to an in-depth visualisation of the existing service. A robust insights library highlighting common pain points across markets, fostered alignment and validated prioritisation. The work culminated with the creation of a global roadmap that is leading the 2024 service launch!

Mock up of the "to-be" user journey.

Phase 1: Uncovering Pain Points

• Interviewed over 200 stakeholders to develop in-depth service blueprints for the top 4 countries

• Surfaced over 80 pain points

• Led online and In-person presentations of the blueprints

Time-Saving Operations

During stakeholder interviews, we actively mapped service findings on Miro. This method saved 50+ hours in recording playbacks and allowed interviewees to contribute, validate, and revise the service blueprints in real-time.

Phase 2: Pain Point Prioritization

• Launched a short questionnaire to collect impact data of pain points on customers

• Created a dynamic pain point library to document relevant overlaps across countries

• Led 3 prioritisation sessions with country leaders to drive decision-making

Accelerating Delivery of Value

As the Project Leader confronted with such an ambitious timeline, my instinct was to create a staggered approach to discovery allowing for insights sharing and knowledge building overtime, rather than wait for one large research reveal a year later.

Work in-progress service blueprints on Miro.

Segmentation of key players.

Online blueprint presentation.

Service map in an excel format for easy sharing.

In-person blueprint presentation.

Customer impact vs Investment matrix.

Global prioritisation session.

Phase 3: Solutioning and Roadmapping

• In-person workshops at the country level to ideate solutions and understand implementation readiness

• Aligned on governance for each solution initiative and scheduled accountability check-ins

• Drafted and socialised Local and Global Roadmaps

Innovative Stakeholder Engagement

To captivate senior and time-poor stakeholders, I packaged key touchpoints into educational experiences on human-centered design. Our interactive sessions were soon widely attended and became a forum for cross-functional collaboration.

Local roadmap samples.

Pain point library.

Roadmapping workshop.

Solution 1:

Customer segmentation pathways.

Short-term technical solution.

Solution 2:

Patient's simplified flow.

Doctor's simplified flow.

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Ideation workshop in France!