How might the backstage process of a life saving medication change, so patients and providers with diverse needs can experience smooth ordering, delivery, use, and disposal?

• A major pharmaceutical company was set to release a new cancer medication after its clinical trials. However, a number of constraints and requirements around cost, ordering, delivery, and administration, posed significant risks to a smooth experience.

• To reduce the possibilities of risk to both patients and providers, we embarked on a detailed journey mapping exercise to trace those risk areas and design solutions.

• We first defined the various customer archetypes and their unique needs, capabilities, and constraints. We then mapped detailed journeys that connected the manufacturing and distribution of the product all the way to the ordering, administering, and disposing of it, to highlight where the risks were depending on the type of customer.

• We then facilitated a number of workshops with the client teams to ideate and prioritize solutions. With those solutions, we designed and mapped future alternative journeys to show how the journey would change if certain proposed solutions were to be implemented. This allowed the team to make decisions around how the product would be commercialized, the necessary support channels, and more ahead of market release.