Service design at the heart of business
av Fredrik Bergfalk och Erik Widmark
Background: Every year approximately 15 million people around the world suffer from stroke. This implies that cardiovascular diseases are one of the prime causes for death on a global scale and the underlying reason for a fatal outcome is commonly a too late diagnosis. Coala Life has developed a new unique digital solution that enables people with heart problems to register their heartbeat, ECG and heart rate on their own. This means that, with this technology, heart problems can be detected on an earlier stage and be treated in time, thus saving lives. But just like with your heart, you don't want to risk anything before launching a new solution. Therefore, Expedition Mondial was given the assignment to help Coala Life better understand their users needs, expectations and context before launching the solution on the market.
The purpose: Based on the users' experience of their current solution and in relation to additional unmet needs, the purpose of the project was to understand and map the users' experience, needs, expectations and context in order to improve the new solution to better benefit the customers of the new Coala Life solution.
The result: Coala Life was given clear user insights on in what situations and when the solution would be most relevant for people in improving their everyday life helping them better package their solution to the right target group.
How did we perform the project?
We started out with performing semi structured in-depth interviews with people with heart problems. During these interactions we listened to stories about how people's lives are affected by their heart disorder and what challenges they face in their everyday life. Based on these interviews we were able to define hypotheses on different need groups that would benefit the most from the new solution and an explanation of why.We continued the process with a few workshops where we together with users tried, explored and evaluated the new product and service, giving us a yet deeper understanding of the users. The workshops supported us in validating the hypothetical need groups as well as it provided us with user-driven details and proposals on how to improve and develop the Coala solution further.
What was the project outcome?
The user research and evaluation clearly showed that the solution was well developed and designed to meet the needs of people with heart problems. The user insights helped Coala understand in what situations and when the solution would be most relevant for people in improving their everyday life.The project enabled Coala to create a more explicit packaging of their offer to the right target group as well as a foundation for further product and service development to reach new, potential target groups.