We were asked to facilitate the journey of patients affected by melanoma, encouraging doctors to prescribe the treatment produced by Roche. Our overall goal was to integrate and value the services offered by Roche through a user-centred mindset. The ultimate business goal was to facilitate the transition of the company as healthcare provider.
Our team was very heterogeneous and consisted of Pier Paolo Pernici, Maria Giovanna Senatore, Nicola Buratti, and me. We took part together in all the phases of this project, Maria Giovanna Senatore focused on research, me on UX storytelling, and Pier Paolo Pernici on prototyping. Our stakeholders were Fabrizio Bellina, Marketing & Customer Innovation Manager in Roche, and Monica Forchetta, President of Italian Association for melanoma Patients.
We can separated our design thinking process in five steps:
1 - First immersion.
Client brief, listening, understanding, brief analysis. Preliminary research, study of business and strategic goals, domain analysis. Market and competitors analysis.
2 - Empathise and research
We tried to gain an empathic understanding of the problem we were trying to solve.
3 - Define
We worked to put the informations gathered in the second phase in system, looking for findings, pain points, needs and insights.
5 - Prototype
We worked on these insights in order to find a solution. Then we started to work on wireframe and prototype.