Vision and Roadmaps

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Overview

I have worked on a suite of products for the diagnostic cardiology business at GE Healthcare. These products cater to premium, value and super value market segments.

Challenges:

  • Lack of collaboration with the different product teams within the business

  • Various products within the same business unit were not communicating seamlessly with each other leading to User Frustration and Lack of Trust

  • Lack of functional and visual consistency with the other product suites within the company

  • Lack of shared understanding between the marketing, design, engineering, training, and services team

  • Ways of working and expectations between design and other stakeholders were missing.

Collaboration:

Collaboration with different stakeholders is the key to the success of user-centered products. As a creative lead in the projects, I facilitated alignment amongst different stakeholders such as people from sales & marketing, product management, engineering, and services teams to bring the product vision to life.

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Manage Design Team

After setting ways of working with the extended teams right expectations around effort, quality etc was set. This helped in hiring more designers to bring a positive impact on the people who are using these products and achieve desired business goals.

 

Responsibilities:

It was my and my teams responsibility to understand the product ecosystem, business goals, user journeys, and pain points. Over a period of time, we were able to conduct various research activities and synthesize the research findings into insights.

Some of the activities which helped in defining the future vision are:

  1. Design Thinking Workshops

  2. Alignment Workshops with Various Stakeholders

  3. Competitive Benchmarking

  4. Personas & Journey maps

  5. As-Is and To-Be Storyboards

  6. Opportunity Mapping

  7. Trend Forecasting

  8. Future UX Vision

Design Methodology

I have worked on end to end lifecycle of products. Below is the generic depiction of the methodology I had employed for creating the future vision for the cardiology product division. I started with the alignment workshop to understand the knowns and unknowns. Based on this understanding I plan the research activities and define the hypothesis.

In the discovery phase, I try to uncover the pain points and the opportunities. Identify the right problems to solve, define the problem statement, and create a vision for the product. Support the engineering teams in the development and deployment stage.

 

Opportunity Mapping

Based on the user research, market research, various stakeholder interactions at hospitals, understanding of user pain points, and competitive benchmarking helped in mapping various opportunities for the future. A few directions were prioritized based on cost and impact analysis.

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Trend Forecasting

Based on the research, engagement with the stakeholders was done to align on the future directions for the next 10 years. Successfully got two products - a wireless ECG device and the revamping of Stress ECG devices into the roadmap.

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Outcome

  1. Based on these activities I was able to influence the key decision-makers in the business team to invest in some of the product initiatives. Two of such initiatives were

    • Future vision of Stress ECG Product

    • The handheld wireless version of the acquisition device

  2. Three very successful products were launched in the market in premium, value and super value range.

  3. I was able to show value of design to the business stakeholders and decision makers and we were able to bring in more designers to the project.