2021: A GP Odyssey
A journey-mapping workshop became a story, and the story became a three-minute 360-degree VR film of a GP practice in 2021.
At a glance
- Situation
- Medical Director was rebuilding their flagship product and rebranding. Customers needed to see where it was heading, and few had ever tried VR.
- Task
- Map a typical GP visit to shape the roadmap, then turn the ideal version into something customers could experience at the national GP conference.
- Action
- Ran a journey-mapping workshop with design and product, storyboarded an achievable future visit, then produced a 360-degree film with a creative agency in our own offices.
- Result
- A very positive reception at the conference. Many customers had their first VR experience and took it home to share, and the company came across as forward-thinking.
Customers couldn't picture where the product was going
Medical Director's first project for its new design team was a journey map of a typical GP visit, to inform the backlog and roadmap. A company rebrand was coming, and the product was being reimagined. Customers would need to see the destination, not just hear about it.
Map today, then show tomorrow
Map the experience of a GP visit with the people who knew it best, find where it could be better, and turn the best version into something customers could feel for themselves.
From sticky notes to a film set
Map the visit together
I ran a workshop with the new design team and the established product team to share what each knew, then mapped a typical visit cycle with standard UX tools.
Borrow ideas from other industries
We looked for touchpoints to improve and borrowed from consumer experiences. Could patients check in by themselves, like at an airport? Update their own details, like a social profile? Could waiting rooms be more engaging, doctors see data from wearables, and a smart system link a patient's history to predict what might come next?
Set the target, then film it
The ideal journey looked achievable with existing technology, so we set it as the target for 2021 and a direction for the roadmap. With a rebrand coming, it was the moment to share it with customers. I contracted a Sydney creative studio, turned a few rooms of our office into a practice for a one-day shoot, and cast colleagues as extras.
The future, in customers' hands
- Very positivereception at the national GP conference, where we presented it.
- First VRexperience for many customers, who took it home to share with colleagues.
- Forward-thinkinga modern image for the company, at the moment of their rebrand.
