abbott

A global technology company committed to improving people's lives through innovative solutions in medical technology, diagnostics, nutrition, and pharmaceuticals.

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.

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.

1 The first step of this project was to evaluate the existing database and to speak with the key Abbott stakeholders, to establish a comprehensive understanding of the business landscape, and identify key research questions.

2 We then 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.

3 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.

4 We synthesized the insights acquired within both the workshops to establish a JTBD map with the key moments that mattered profiled.

Product Innovation

Our work drove the development of three impactful apps tailored for individuals with diabetes, driving tangible innovation within Abbott.

Collaborative Ideation

The JTBD were instrumental in collaborative brainstorming sessions, fueling the ideation of products and services aimed at enriching the lives of individuals with diabetes.

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.

Become a client

14 Jobs To Be Done (JTBD)

We synthesized the insights acquired within both the workshops to establish a JTBD map with the key moments that mattered profiled.

3 Detailed Personas

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.

Deliverables

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