Systane
Reimagining the customer experience
The brief
Systane; an eye care provider, wanted to develop an end to end digital engagement plan for dry eye sufferers.
To support them, the brief was to first create a customer experience map which would help to deliver purposeful experiences by visualising the existing as-is journey a Systane dry eye customer goes through, the key 'moments that matter' and identify opportunities for Systane to enhance the existing experience.
Following this phase of the project, I then used the map to generate ideas to provide breakthrough services for Systane to develop as a business, reimagining the customer journey.
The brief
Systane; an eye care provider, wanted to develop an end to end digital engagement plan for dry eye sufferers.
To support them, the brief was to first create a customer experience map which would help to deliver purposeful experiences by visualising the existing as-is journey a Systane dry eye customer goes through, the key 'moments that matter' and identify opportunities for Systane to enhance the existing experience.
Following this phase of the project, I then used the map to generate ideas to provide breakthrough services for Systane to develop as a business, reimagining the customer journey.
Systane Experience Map
The approach
Discovery
To begin understanding the user and business needs, I gathered a wide range of existing qualitative and quantitative research.
The documentation included, but was not limited to, the following:
The approach
Discovery
To begin understanding the user and business needs, I gathered a wide range of existing qualitative and quantitative research.
The documentation included, but was not limited to, the following:
- Current shopper and patient flow journeys
- Business roadmap
- Health care professional personas
- Ocular health industry reports & updates
- Customer feedback
In addition, I also conducted interviews with dry eye sufferers directly which was very important in order to gain rich insights from people who would potentially use Systane products. The interviews were conducted remotely with dry eye sufferers mainly to understand the condition from their perspective, their key needs, and the key touchpoints they go through as patients, identifying any pain points with the current experience.
In addition, I also conducted interviews with dry eye sufferers directly which was very important in order to gain rich insights from people who would potentially use Systane products. The interviews were conducted remotely with dry eye sufferers mainly to understand the condition from their perspective, their key needs, and the key touchpoints they go through as patients, identifying any pain points with the current experience.
Shopper & Patient Flows
Business Roadmap
HCP personas
Ocular Health Industry Reports
Customer Feedback
Define
Armed with the insights synthesised from the discovery phase of the project, I identified x2 core patient, and x4 core eye care professional personas that were key to feature in the experience map.
I then started with defining the key phases of the journey from initial recognition, to diagnosis, and then management of the condition, considering and mapping this journey from both the customer and eye-care professional perspective.
With the broad phases of the journey identified, I then went on to map out the key touchpoints a dry eye sufferer will experience at each phase of the journey. In addition, it was important to add any insights about how the patient was thinking or feeling at each touchpoint using the insights conducted as part of the interviews with dry-eye sufferers. This really helped give context on how Systane could potentially optimise each step of the customer journey, by understanding the patient needs and frustrations.
Identifying moments that matter
Now that I had a good understanding of the patient journey, touchpoints and customer pain points, I collaborated with a strategist in order to identify the 'moments that matter', this was done to highlight key parts of the journey where the customer has a specific goal, and therefore an opportunity for Systane to potentially enhance the journey, or resolve a key pain point for the patient.
We started ideating and coming up with exciting ideas and concepts for Systane to develop. These were presented to Systane as part of a workshop, and then the preferred idea we then took forward to develop further.
Define
Armed with the insights synthesised from the discovery phase of the project, I identified x2 core patient, and x4 core eye care professional personas that were key to feature in the experience map.
I then started with defining the key phases of the journey from initial recognition, to diagnosis, and then management of the condition, considering and mapping this journey from both the customer and eye-care professional perspective.
With the broad phases of the journey identified, I then went on to map out the key touchpoints a dry eye sufferer will experience at each phase of the journey. In addition, it was important to add any insights about how the patient was thinking or feeling at each touchpoint using the insights conducted as part of the interviews with dry-eye sufferers. This really helped give context on how Systane could potentially optimise each step of the customer journey, by understanding the patient needs and frustrations.
Identifying moments that matter
Now that I had a good understanding of the patient journey, touchpoints and customer pain points, I collaborated with a strategist in order to identify the 'moments that matter', this was done to highlight key parts of the journey where the customer has a specific goal, and therefore an opportunity for Systane to potentially enhance the journey, or resolve a key pain point for the patient.
We started ideating and coming up with exciting ideas and concepts for Systane to develop. These were presented to Systane as part of a workshop, and then the preferred idea we then took forward to develop further.
Workshopping Moments that Matter
Develop
The idea we took forward was the dry eye tracker, "Eyela"; a digital tool that dry eye sufferers could use to observe and monitor their condition, helping the customer trial the solution and adapt treatment accordingly.
It solves a key problem of inaccurate diagnosis for the customer, and a continuous cycle of trial and error whilst searching for the right products to treat the condition, which often leads to frustration.
Eyela creates a pro-longed role for Systane, from initial diagnosis, to tracking and monitoring and long-term product solution. Opening up direct communication between the consumer and brand and collecting an incredible amount of data which could be used to further enhance Systane's product and service offering
Develop
The idea we took forward was the dry eye tracker, "Eyela"; a digital tool that dry eye sufferers could use to observe and monitor their condition, helping the customer trial the solution and adapt treatment accordingly.
It solves a key problem of inaccurate diagnosis for the customer, and a continuous cycle of trial and error whilst searching for the right products to treat the condition, which often leads to frustration.
Eyela creates a pro-longed role for Systane, from initial diagnosis, to tracking and monitoring and long-term product solution. Opening up direct communication between the consumer and brand and collecting an incredible amount of data which could be used to further enhance Systane's product and service offering
Design for the concept 'Eyela'
The result
The Dry Eye Tracker tool 'Eyela' is currently being pitched to Systane's key business stakeholders to bring to the market in the future.
The result
The Dry Eye Tracker tool 'Eyela' is currently being pitched to Systane's key business stakeholders to bring to the market in the future.