Embedded Files
Good Medical Practice
What do Senior Doctors need to sustain good medical practice?
ABOUT THE PROJECT
Title: Sustaining good medical practice for Senior Doctors
Work: Strategic service design
Duration: 8 weeks
Date: March 2023
Medical defence organisations are the last line of defence for doctors and are called upon for support when things go wrong. Our client, a medical indemnity insurance provider, wanted to better understand their customers to inform strategic decision-making regarding opportunities for the services they should provide. These services would assist senior doctors in the private industry with good medical practice.
By applying the design thinking approaches of thoughtful research, focused workshops, and validation through user testing, valuable insights were provided to the client about the types of support doctors were looking for and pathways for the client to extend their value proposition and differentiate itself from other medical defence organisations.
PROJECT GOALS
Understand unmet needs of Senior Doctors to deliver better medical practice and medical practitioners
Identify opportunities that extend client's value proposition and support member growth.
Develop concepts to demonstrate how the client might create value within opportunity areas.
APPROACH
Conduct exploratory research to form insights
Develop the gathered insights into themes
Ideate concepts around each theme in co-design workshops
Synthesise concepts for user testing and feedback to obtain confidence around desirability and impact
OUTCOMES
Through our approach and research, our team were able to help the client narrow in on a set of most probable and impactful opportunities to assist in their strategic business decision. We left the door open for future work to gain greater confidence of the concepts through further design and iteration.
DESIGN PROCESS
Research Scope
Co-design
Through co-design workshops, we harnessed the client's domain knowledge using divergent design thinking to assist in the generation of ideas and concepts which we took to testing. The process also helped us demonstrate the value of the work we do and assisted with the client's need for internal stakeholder engagement.
Opportunity Area Development
1. Developing the gathered insights into themes
2. Prioritising the identified opportunities with client
3. Forming areas of opportunity to test whilst ensuring the right level of thinking and depth for testing.
4. Concept testing of ideas representative of the opportunity area to validate and gain certainty in direction.
5. Supporting the client in the decision making process.
LESSONS LEARNED
For the project retrospective, I consolidated our project learning for the broader CEC team:
Looking back, it looked like a mash up of the double diamond and speculative design:
Conduct exploratory research to form insights → Scan for signals
Develop the gathered insights into themes → Evaluate scenarios
Ideate concepts around each theme in co design workshops → Diegetic prototyping
Synthesise concepts for user testing and feedback to obtain confidence around desirability and impact → Locating the preferred futures
Google Sites
Report abuse