Designing a pilot program to launch a new digital product while coaching the client on best practices
Project Summary
Context & Role
Client work at frog for Pharma Company & Healthcare Systems. My role was Senior Service Designer and Researcher.
Timeline
20 weeks, March 2023 - August 2023*
*My Role was from March 2023 - June 2023
Project Team
Jessica Leitch, Carissa Lim, Lauren Ianni, Evie Cheung, Rupsha Das, Julie Fujimoto
Overview
To maintain confidentiality, this is a high-level summary. For the full version, please reach out to hello@eviecheung.com
Challenge
Global pharmaceutical firm developed a digital support tool for COPD patients, but lacked the expertise to design, implement, and measure a pilot in key markets.
Approach
frog partnered with the client’s U.S. and Germany teams to develop the pilot strategy, design the service component of the digital tool, and implement the pilot across three U.S. healthcare systems, six clinics, and 11 healthcare providers.
Outcome
Coached the client through their first pilot; helped them build capabilities in digital product development, pilot experimentation, and customer and expert researc
Introduced the product in real-world healthcare settings to test and validate product and service fit for providers and patienta
Gained insights into the market and patient pools while stress- testing product fit for the target age group, disease area, and tech savviness.
Pilot Program Process
Over 20 weeks, we supported the client in standing up their first digital product and service pilot.
Key Challenges and Approach
Client Coaching: Teaching while Doing
A core goal of this project was to coach the client on launching a pilot, while also executing the work. This was challenging, given that design fluency within the organization was limited.
We held live coaching sessions three times a week to explain our design decisions and guide them on how to apply these practices within their organization. Ultimately, we left them with not just a final report, but also clear documentation of a “How to Pilot” guide.
Designing for Complexity: Variability and Constraints in Healthcare Systems
We designed the pilot to support diverse clinic and treatment program archetypes across three geographically and programmatically varied healthcare systems.
To ensure consistency and adaptability, we created a core set of standardized instructions and materials for healthcare providers, which could be customized for each system. We also needed to balance providing the right amount of guidance, while allowing for providers to “make it their own.”
Healthcare & Pharma Intricacies: Bureaucratic Protocols & Processes
Healthcare research and pilot programs must comply with strict regulations (e.g., HIPAA, IRB, 45 CFR 46, state laws). Every member of our team needed to complete mandatory training courses in order to participate on this project.
Unfortunately, this was not factored into the original project timeline. Similar roadblocks occurred in the approval of our pilot materials—which underwent numerous review rounds.
Project Snapshots
The following are several snapshots from the project that showcase parts of our process.
