Medtronic

Reimagining a new therapy for a better experience.

Medtronic partnered with Sequence to design a therapy new to their system of products. The experience had to address four groups of very different people: their sales team, their customer service team, physicians, and patients. To deliver the best experience possible, we addressed everything from what kind of questions their customer service reps would face, to patients’ emotional states across the 12-week treatment period.

Creating the master plan for a new therapy.

We spent time with the Medtronic sales and support teams, physicians, and patients to identify the hand-offs and integrations in the experience that would lead to the best outcomes for everyone involved.

After collecting research, we built a journey map—or a chart illustrating how these four groups intersect—to provide guidance for planning, scoping, and defining requirements across Medtronic’s digital and physical touchpoints.

An online tool for physicians.

We designed an online tool that enables physicians to easily manage their therapy offering and devices, purchase therapy sessions and supply kits, and access educational training content. This tool delivers real-time supply requests to multiple physicians in any office that offers the therapy.

Since there can be several people in a given office who are responsible for different aspects of keeping the therapy up and running—and most are on-the-go—we designed a responsive website to facilitate interactions on-the-fly.

Supporting patients for better outcomes.

With insights gathered from interviews with patients, we crafted a 12-week treatment experience to help them achieve success by staying motivated and feeling supported. The patient support experience includes a personalized online destination, weekly email, print-based treatment journal, and phone calls by Medtronic support staff at key moments.

Designing for the psychological & emotional context.

For the patient support experience to be successful, we needed to understand the emotional states of a person living with a health condition—including the ups and downs, doubt, and moments of excitement that happen during therapy. Our goal was to provide patients with an experience that addressed their psychological and emotional needs during the right times and in the right ways.

Learnings

Experience
is a strong
differentiator.

Providing resources and tools that support your customers—patients in this case—is good service and a strong differentiator. Designing experiences from a holistic point of view enables greater levels of success for the ultimate end-user of your product. And happy customers are good for business—theirs, and yours.

Emotional
needs drive
experience.

People’s behaviors are driven by emotions. Understanding the source and nature of emotional reactions to a situation, health condition, or provider interaction means you can then design to reduce friction or add support at the times and places it’s needed.

Design for
communities.

Service-based experiences often include a number of audiences. “User-centered” design becomes “community-centered” design. To deliver a great experience, the interplay between all of the people involved is just as important as their individual needs—especially in healthcare design, where the experience is inherently complicated.