Abstract: Demonstration through example of how paying attention to the user and their context provides novel insights that shape the final outcome which wont have been possible without this approach. Key Takeaways: 1. DT is for everyone 2. DT can be practised keeping in mind a 6 core principles 3. How to define a problem – in a noun and verb form 4. How to plan and conduct research 5. How to organize the output into manageable and meaningful tracks of work.

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DESIGN THINKING
WORKSHOP
Ramakrishnan M R
September 27th, 2020

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1. WHY Design Thinking
2. HOW do we transition from Theory to Practice
What Will We Explore Today

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WHAT VALUE DOES DESIGN THINKING ADD?
“Design thinking is a
human-centered approach to
innovation that draws from
the designer's toolkit to
integrate the needs of people,
the possibilities of
technology, and the
requirements for business
success.”
— Tim Brown, CEO of IDEO

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“Design thinking is a
human-centered approach to
innovation that draws from
the designer's toolkit to
integrate the needs of people,
the possibilities of
technology, and the
requirements for business
success.”
— Tim Brown, CEO of IDEO

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WHAT IS THE PROBLEM TO SOLVE?

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STEPS IN DESIGN THINKING

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Solution
Reimagine & Redefine the PSP for Breast Cancer patients by
making it patient centric. Includes processes, systems,
policies, operations and metrics.
Issues
Objective
Case Study: CX Transformation - Patient Support Program, Oncology
Sample Deliverables & Highlights
• Patient interactions in wards, chemo rooms, homes,
outside radiation rooms and in offices of patient support
orgs helped map the Journey of a breast cancer patient
across 4 key areas of pain
• Design thinking workshops with internal and enabling
stakeholders gave a holistic perspective
• Affordability; Need for Positivity; A Go-To place for having
questions answered and A wish to reduce burden of routine
work were key findings leading to recommendations
• Pains & Ideas were mapped across 4 phases of the journey
• 6 work streams were recommended to redefine the
experience
• The current PSP was being seen only as a FOC (free of
cost) drug provisioning program by patients and all
stakeholders involved
• Many services were launched but the communication,
offtake and benefits realized by patients were below par
• Laws prohibited the client from directly interacting with
patients. So understanding patient experience was low
• Aligned with the vision of the org, intent was to be more
relevant to the patient’s journey & add value beyond FOC
HLS | Life Sciences
Patient
Interactions
10 Care Giver
Surveys
9 Doctors
Consulted
3 Patient Orgs
Engaged
2 Pains
Identified
72 Ideas
Recommended
135
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CRITICAL SUCCESS FACTORS
Make it Fun Prototype & Experiment Challenge Convention
Look beyond the obvious Involve All Observe… Listen

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r
Thank you
Mr_Ramakrishnan@yahoo.com