In January of 2017 a leading pharmaceutical company invited BCGDV to participate in a healthcare innovation bake-off focusing on better IBD management. A small team of two worked closely under the guidance of DV’s Senior Managing Director of Digital Health to complete a 6-week concept development sprint.

 

Duration:
2 months, 01.2017 - 03.2017

Team:
Venture Architect, Strategic Designer, Motion Designer

Location:
Remote

My contribution:
Research, strategic thinking, concept development, naming

 
 

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Overview

  • I led qualitative research and concept development for a new IBD management platform. Responsibilities included:

    • Close collaboration with client team and a BCGDV Venture Architect to identify strategic opportunity

    • The definition and refinement of a compelling IBD management solution that benefited numerous stakeholders

    • Naming

    • Creative direction of the positioning and look and feel of the new brand, which was produced by a DV visual designer

    • Script-writing, storyboarding, and creative direction of the concept video, which was produced by a DV motion designer

Objectives

  1. Leverage company knowledge to build on existing research and identify new IBD management opportunity

  2. Conduct primary qualitative research to validate hypotheses and refine solution

Outcomes

  • The team presented the concept to Pharmaceutical leadership in March of 2017. The concept was selected amongst multiple contenders, including ideas from design and innovation teams of 10+ people.

  • The concept inspired the creation of Oshi Health, a startup digital health company, in early 2018. Since its US launch on June 1, 2018, the app has been installed over 35,000 times, making it the #1 all-in-one mobile app to empower people with inflammatory bowel disease (IBD), including Crohn’s disease and ulcerative colitis. Oshi Health helps people with Crohn’s disease and ulcerative colitis better manage their disease through track, learn, and ask functionality, while building an aggregated and anonymized body of global data that will help the world to better understand and more effectively treat IBD.

 

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concept development
methodology

January, 2017

The design sprint was tackled by a team of two: myself, as the Strategic Design Lead, and a Venture Architect. We worked quickly and closely with the client team to leverage existing exploration and thinking that had been done in the space.

To inspire our thinking and grow closer to the problem, we also conducted 6 qualitative interviews with patients and caretakers.

 
 
 
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