Philips | Know thy user by walking in their shoes

To help our Emergency Care business look at our long term strategic portfolio planning, I performed a multi-week research effort to better understand the needs of the people we serve. The result was an end to end customer experience journey that framed our current offering against the needs of our customers and the patients they serve.

 

A surprising outcome was the fact that our customers were not asking for fancy, next-gen features. They needed practical functionality that would help them practice and care for their patients more effectively. This experience reinforced my fundamental design philosophy that users and customers need advocates - someone to walk in their shoes, listen to them, be a voice for them. Connecting deeply with our audience not only solves problems better, but strengthens our value proposition and brand loyalty.