Abbott Laboratories
A global technology company committed to improving people's lives through innovative solutions in medical technology, diagnostics, nutrition, and pharmaceuticals.
01 Challenge
The diabetes space is a rapidly changing technological environment, with new technologies disrupting the industry on a frequent basis. After developing a pivotal product for insulin users in 2015, Abbott had set their sights on a new customer and needed to come up with innovative ideas to meet their needs.
02 Approach
We leveraged the Jobs to be Done (JTBD) innovation framework to unravel the underlying priorities that motivate the new target segments' behavior and choices, to guide the development of the next generation of diabetes technologies.
We synthesized the insights acquired within both the workshops to establish a JTBD map with the key moments that mattered profiled.
Synthesis
We leveraged the insights from the customer immersion workshop to plan and execute a JTBD co-creation workshop, empowering the Abbott team to collaborate and identify the top the key segments underlying needs.
JTBD co-creation
We conducted a customer immersion workshop with key Abbott stakeholders and people with diabetes, to humanize and immerse them within the user's behaviors, thoughts, and feelings.
Immersion Workshop
03 Deliverables
A nuanced view of the life of a person with diabetes, delving far beyond disease management to provide a detailed understanding of their daily experiences. Key insight for the team: Diabetes is only a small part of their lives.
Three Detailed Personas
We synthesized the insights acquired within both the workshops to establish a JTBD map with the key moments that mattered profiled.
14 Jobs To Be Done (JTBD)
04 Outcome
Product Innovation
User-centric enhancements resulted in smoother navigation within the Freestyle Libre app.
Collaborative Ideation
Iterative testing led to a significant boost in overall task success rate, reflecting improved usability and functionality.
Enhanced User Empathy
Detailed personas fostered empathy across Abbott, refining strategies in user experience, product development, marketing, and optimizing user interactions with sales/support teams.
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