From Mapping to Ownership
Revolutionizing Healthcare Through Journey Management and Governance
Key Facts
Roles: Design Lead
Duration:
Connected Devices Project: 2.5 months
Non-Connected Devices and TheyDo Testing Project: 3.5 months
Team Size: 2 designers
Key Stakeholders: Marketing, Product Management, Experience Design Leadership
Tools: Miro, TheyDo, Excel
STAR Analysis
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In response to the declining customer satisfaction scores and increased service complaints, the team was tasked with identifying the root causes and developing a strategic plan to enhance overall customer experience. This involved analyzing service workflows, gathering customer feedback, and implementing targeted improvements to address key pain points effectively. In addition, I needed to establish a sustainable journey management solution for cross-functional collaboration.
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I implemented a two-phase approach spanning two projects:
Conducted 1:1 stakeholder interviews and workshops to map detailed customer journeys
Created comprehensive journey maps using Miro and Excel for initial visualization
Led ideation sessions to generate CX improvement strategies
Tested and validated TheyDo as a journey management solution
Built a compelling business case by addressing previous IT and Design Leadership concerns
Developed detailed implementation plans and governance frameworks
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Successfully mapped both connected and non-connected device journeys
Integrated multiple CX interventions into existing project pipelines
Secured stakeholder approval for TheyDo implementation pilot
Created standardized processes for journey management across device types
Established a foundation for ongoing journey optimization and cross-functional collaboration
Completed testing ahead of schedule and established clear next steps for implementation
Process & Deliverables
About the Initiative
This initiative included two journey mapping projects that expanded into journey management and governance. The first, led by Marketing, mapped the connected device experience. Over a year later, Product Management mapped both connected and non-connected experiences and recommended a journey management solution for cross-functional collaboration. Key activities were stakeholder engagement, journey mapping, ideation, and tool evaluation.
Approach
As Design Lead, I worked with the UX Lead and reported to the Design Principal for AM&D.
Connected Experiences: Conducted 1:1 mapping and ideation workshops with time-pressed stakeholders to prioritize CX interventions.
Non-connected Experiences: Used 1:1 sessions to create team ownership instead of workshops. After mapping on Miro, I proposed a journey management and governance solution. When testing TheyDo, I reached out to other Philips teams who had used journey tools before, researched past objections (IT: cost/tool overload; Design Leadership: negative experiences), and aligned sponsors on a long-term plan.
Workshops to Interventions
Workshops with stakeholders focused on choosing top ideas and making action plans to turn each into a project for the near future.
TheyDo Test and Pilot Plan
To encourage the breaking down of silos and foster shared ownership of the experiences across different functions, I proposed testing a journey management application called TheyDo. After my recommendation was accepted, I proceeded to plan a pilot involving three functions—product management, distribution, and patient services—to begin next.
Demo of TheyDo Test