Generative research in a surgical setting uncovered structural challenges in the products’ setup that decreased doctors use of the product. Of note, without client sales staff in the room, the medical staff could not assemble the product efficiently, leading to doctors abandoning efforts with the client’s device and going with competitor devices. Once we surfaced this insight to the client, we learned that this behavior was long known and as such defined their sales strategy. This allowed Kristine to work closely with the industrial designers to ideate new work flow patterns that resulted in a refined product setup. These concepts were later tested with doctors and technicians.
Utilizing contextual and ethnographic research, she uncovered business opportunities that redefined how the product was sold, and design solutions that would improve its use. These opportunities included:
Decrease setup time
Change in product configuration
Eliminate user confusion
The research results led to product innovations that decreased setup time from 30 minutes to 5, moving the equipment from the storage room into the operating room. This increased product use and sales; increased doctor and staff confidence in the product and saved patients precious time on the operating table.
Later rounds of research had Kristine developing the user interface (UI) from concept through to a ‘Frankenstein’ style prototype to better understand the design, usability and cost ramifications of each option. From basic to complex, each solution provided the end user and client feature solutions to previously identified pain points. She also supported FDA validation research.