SAMUIL BOTEV Poduct Servce System Designer
PHARMAP
BLUMI
SERV ICE E VALUATION AND RE DE SIGN
PH AR MA P Bike delivery service for Medicines, aimed to help over 50 and sick people to receive their treatment at home.
P R OJ E CT AI M Analize and improve the service efficiency and the user experience
3 ST E P S : Service Analysis and Research Service Evaluation Service Redesign INERNATIONAL TEAM 4 PEOPLE | 8 WEEKS The project was done during the Service Design Studio in MSc PSSD at Politecnico di Milano
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OVE RVIE W In order to understand how the service works different tools and methods have been used - Desk and Field research including interviews with the CEO, pharmacists and users, Usability test, Shadowing and others. Furthermore, user stories and insights have been generated and User Experience Map created in order to identify pain points, opportunities throughout the whole journey and improve the service both for the user and the company. A summary of each one of those has been shown in the next slides.
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SERVICE ANALYSIS
PH A RMAP OF F ERING
HOW IT WORKS
Order your medecines through your phone or through internet, delivered to your home.
WHERE Established in Milan and opening in Palermo, Sicily. Wait for delivery
CLAI M “Health at home.”
VA LUES Engagement, Clarity, Simplicity Realibility
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Provide prescription
Delivery
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ANALYSIS AND RESEARCH
I NNOVAT I V E I D EA
PH A RMAP YO U T H
W INNER
SU PPO RT
Four young guys, a strong idea and a new startup found in 2016.
They won the award South of Tomorrow winning 10.000€ plus an incubation.
They are financially supported by AXA insurance group & Monte dei Paschi.
Key figures about: OsMed Report IT (january-september ‘16)
- The Service - The market
M A R K ET POT ENT I AL
40%
33%
5 BLN.
Growth of delivery services for primary goods in Italy.
Percentage of families with one elder (over 60 years old) in Milan.
Amount of spending in medicines in Italy in first 9 months of 2016.
ecommercenews.eu (22nd february ‘17)
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dati.comune.milano.it (2016)
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SPECIFIC
DIRECT
ANALYSIS AND RESEARCH
1 • FarExpress Italy
2
5
2 • PharmaTruck Milan
C OMPET IT ORS
3 • FarmaHouse Palermo
4
DELIVERY
PICK UP 3
INDIRECT 4 FederFarma Italy •
1
5 XMe Italy • 6 Glovo Milan •
6
Competitos research and study has been done.
GENERIC
Deeper analysis of the ones Pharmap could learn from.
SIMPLICITY
www.pharmap.it
SIMPLICITY
The service a ppears generally s imple with a c lear and easy t o use w ebsite. However the exectution requires the user t o pass t hrough m ultiple pages, options and processes, t o inevitably r ecieve their purchase. A ll o f these combined make a rather confusing journey.
CLARITY
RELIABILITY
Having a p ersonal t eam o f “pharmappers”, d elivery bikers, the delivery i s prodominantly o n time and fast, within 4 5mins. T he d rugs t hat are delivered come s traight from t he pharmacy s o the user i s garaunteed a genuine product that is to their order.
Having a s trong customer service experience, although the process is quite long, it is clear, explaining each step well. The user p ays for the service and t heir medicine a ll a t once. However where it does appear c lear, this m ay b e only f or the more t ech s avvy users. T o new or older users, its long winded process can be confusing.
ENGAGEMENT
PRIVACY
Pharmap has a h igh level of d igital engagement w ith its users, i ncorporating a 24 h our online chat help service and e mail as w ell as a f reepay p honeline. H owever their “Pharmappers” are the only p hysical interaction between the user and the service.
On the odd occasion of an accident or delayed delivery, the communication between the bikers, company and user is w eak, l eaving t he user i n the dark about the whereabouts of their drugs.
SIMPLICITY
CLARITY
RELIABILITY
The service is st represented by a fairly complicated website that i s cluttered. Unlike Pharmapp w here you can p ay for t he service and your product when you need it, Far-express requires the user to st buy “courtesys” which are tokens for deliverys, and the drugs seperatley. However this means that it is easier to get regular subscriptions of your drugs delivered instead of one time needs.
www.farexpress.it
CLARITY
RELIABILITY
In c ombination to t he c luttered and confusing w ebsite, it i s not clear h ow you use the service, stating you have to
Far-express garuntee a l onger wait time t han P harmapp, of 9 0-120 mins, and a lso deliver using v ans. B ecause maintaining the vehicles is a high cost, this i ncreases t he o verall c ost of t he service and c reates m ore vehicular breakdown problems.
account, pay for courtesys online and organise the sending of your prescription to the pharmacy by yourself.
ENGAGEMENT
PRIVACY
Like “Pharmap” their delivery drivers are the main physical interaction between the service and the users. However their online services are lacking, not having 24h customer service.
Far-express values p rivacy, having t o deal with patients sensitive information like Pharmap.
but the service is used prodominantly online.
SIMPLICITY X-ME s imply allows users to a ccess a database o f products through the search bar which allows users to browse the product they want. The user can select the desired pharmacy to collect from. However the user has to pick up their prescription, as t here i s no d elivery option. The service i s simple, but what it g ains i n ease o f use, i t lack i n actual f unctionality besides collection of the users order.
www.prenotaxme.it
PRIVACY
ENGAGEMENT CLARITY
With such a s imple service, it i s very clearto n avigate the website. T he e mail ations let the user know when their order is r eady to b e collected, however there is n o gauge of h ow l ong this w ill take. This can l ead t o the user b eing frustrated with w aiting i f the order is urgent.
PRIVACY
Dealing with t he p ersonal o rders of t he user, t his information is o nly shared with the pharmacy and the service. However the user still is required to go to the pharmacy to c ollect t heir order which can b e an uncomfortable experience for some when or
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RELIABILITY
The service is fairly reliable in terms of processing the prescription, the service will e mail you t hough each step to l et you know when your order is ready. It is not disclosed or garunteed however how long this takes.
ENGAGEMENT
The service is entirely digital, meaning there is n o engagement w ith the service b esides the website and e mail. T here i s no p hysical contact w ith X ME, besides only w ith the registered pharmacys.
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EVALUATION
VALUES
METHODS & TOOLS
In order to evaluate the service a set of methods and tools for each value was created.
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ENGAGEMENT
SIMPLICITY
• Desk research
• Usability test
CLARITY
RELIABILITY
• Interviews
• Case study
• Field research
• User stories
• Interviews
• Online survey
• Usability test
• Shadowing
• Interviews • User stories
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EVALUATION
VALUES
METHODS & TOOLS
In order to evaluate the service a set of methods and tools for each value was created.
T I META B L E for each method was made in order complete all the steps within the time span
ENGAGEMENT
SIMPLICITY
• Desk research
• Usability test
CLARITY
RELIABILITY
• Interviews
• Case study
• Field research
• User stories
• Interviews
• Online survey
• Usability test
• Shadowing
• Interviews • User stories
WEEK 1
WEEK 2
WEEK 3
WEEK 4
DESK RESEARCH FIELD RESEARCH ONLINE SURVEY INTERVIEWS USER STORIES USABILITY SHADOWING
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EVALUATION
EN GAG EMENT To evaluate engagement both desk and field research have been done and used to generate insights, including an interview of the CEO and users stories
QUOTES FROM THE CEO
TARGET USER IS NOT REACHED
1 00%
75%
WRONG TONE OF VOICE
50%
Deleted users’ reviews on Pharmap official Facebook page;
25%
Most of all disabled people and elders...”
“We implemented the payment by cash and the phone orders to help elders that aren’t
0%
AGE <35
<50
>50
into technology to buy their medicines.” Giulio Lo Nardo, interviewed by Matteo Marzorati 4th april 2017
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No stickers on pharmacies` doors; Around 30 flyers in only 3/7 pharmacies related
Lack of communication of the service through pharmaciests` word to mouth
“[...] extending in doing so the concept of virtual pharmacy for everyone unable to visit the shop.
MISSING IDENTITY
Based on internal projections of the company and on FB login average age range.
Wrong tone of voice on social media advertise: it’s funny, based on instant marketing.Lack of coherence with values
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EVALUATION
S I M P L IC IT Y
KEY METRICS
AGE RANGE
• Click counter to perform an
5 from 18 to 29 yrs old, 5
action. • Purchase average time To evaluate simplicity a usability test with different type of users was conducted, taking into account the time and number of clicks for placing a order. Then the data has been compared to similar services provided by other companies
from 30 to 49, and 5 over 50 years old.
• Free flow talking to understand better the user.
QUOTES FROM USERS “[...] where do I press to choose how to receive the medecine?” Claudia Peroni, 27 years old, 10th april 2017
“[...] how many times should I input my address?...” Maria Gomes, 31 years old, 10th april 2017
CLICKS ON WEBSITE FOR ONE ORDER Data shown are an average result of all the age groups.
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EVALUATION
CLARITY To evaluate Clarity ‘Free flow talking’ method from the usability test was used to understand what people see and what they do not see while using the service and the website. Users’ stories were used to identify problems or difficulties while ordering.
People rarly see the option to order by a phone call or whatsapp
QUOTES FROM USERS “[...] why I can’t see the availabilty before choosing the pharmacy...” Laura Capprioti, 26 years old, 11th april 2017
“[...] too many times asks for confirmation of so obvious things...” Gulia Balboni, 28 years old, 11th april 2017
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USABILITY TEST
13/15
6/15
recognize the value offering of the delivery service for medicine
understand that they can order also by phone or Whatsapp.
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EVALUATION
SYST EM MAP
R ELIAB ILIT Y The interview with the CEO was used to ask important questions about the service processes. Again stories from the users were very important to understand problems in the service system. All these made possible to visualize the Service System Map
QUOTES FROM USERS “I’ve waited for 1.30 hours for the delivery, then I called Pharmap and they said the biker hadv an accident. Why he didn’t call me?” Domenico Cavallo, 39 years old, 13th april 2017
“There’s a lack of communication between the progress of delivery and the user. It feels that you’re waiting alone.” Benedetta Ferrati, 21 years old, 7th april 2017
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Info flow
Financial flow
Material flow
INSIGHTS - Lack of communication between the stakeholders - No delivery status - Slow process of information delivery 10
ANALYSIS
From everything that have been done so far a detailed and acurate USER EXPERIENCE MAP has been crated aligned with all the steps from the service and based on user stories. - shown in the next slide.
A SUMMARY OF THE PART FROM THE RESEARCH AND ANALYSIS SHOWN IN THE PREVIOUS SLIDES Samuil Botev
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RE D E S I G N
E N G A GEME NT Two additional touch points have been included to the service in order to reach the intended eldery user
PRE-SERVICE TOUCHPOINTS
The Ambassadors are very important for the kick-off of the service. Those will be people who will buy medicines using Pharmap Services in front of people. This approach will be very successful applied especially in Eldery clubs around the city of Milan, for example: FederAnziani, ANTEAS and etc.
Radio Advertisment is an important touch point when the target user is eldery, people that are not so much into technology and social media
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RE D E S I G N
WEB S ITE NE W - Clear Serviceâ&#x20AC;&#x2122;s offering - More intelligent search engine - Proccess of ordering - siplified - Faster ordering proccess
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RE D E S I G N
B A C K-END
NEW SYST EM MAP
- Clound data center integrated provides instant updates of the information amongst Pharmap, pharmacy, call center, devlivery man - Direct contact between the delivery man and the user - Order tracking system - Fast Track - removed no one is using this service and it requires additional changes in the pharmacy interior
Info flow
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Financial flow
Material flow
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PRODU CT S ERV I CE SYST EM DES I GN
BLUMI
Blumi is a PSSD aimed to help mothers experiencing Post-Partum depression and assist their doctors in the therapy. It consist of a tracking device and a mobile app
P R OJ E CT AI M Create a Product Service System that can be ultimately taken to the market as a start-up.
3 ST E P S : Research and Problem introduction Solution Details and lifecycle INERNATIONAL TEAM 5 PEOPLE | 4 MONTHS This is the project of the Final Syntesis Studio MSc in PSSD at Politecnico di Milano
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OVE RVIE W For 4 months deep research, lots of interviews (with potential users, userâ&#x20AC;&#x2122;s relatives and exprets such as psychologists, psychiatrists and doctors) play a fundamental part in the development of the project. Furthermore, the concept has been shaped after many co-design sessions with the target users and revision from experts, followed by many changes and iterations.
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RESEARCH FINDINGS
Post Partum Depression
1 in 8
women suffers from Postpartum Depression
only
Take a look at: The research video that we made as an introduction to the topic.
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THE SOLUTION
Blumi is a Product Service System that connects mothers with the 5 most important things for them in this period
Hospitals and Clinics Psychologists
Motherhood lifestyle
Community
Based on design thinking approach, research, studies, and collaboration with experts
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(other mothers)
Curated web resources
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THE SOLUTION
BLUMI EMOTIONS TRACKING DEVICE CONNECTED TO AN INTELLIGENT APP
The App intelligently learns about the user from the emotional and behavioral changes, collects data and generates behavior patterns.
Integrated technology allows the bracelet to track and send up to 32 different emotions to the mobile app.
WEARABLE DEVICE
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MOBILE APP
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DETAILS
THE WEARABLE Design
ELEGANT AND DURABLE
EMOTION MONITORING ENGINE
Soft and nice to the skin - made out of Silicone and fiber-reinforced elastomers.
Sophisticated algorithms interpolate 250 measurements per second to draw an accurate picture of feelings
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DETAILS
THE APP
HOME
READ
The app is the connection to the world of Blumi. It starts learning the user behavior and physical patterns. Then the magic happens and the app transforms the signals from the bracelett into meaningfull data and dashboards.
SHARE
HEALTH
The app is a result of a collaboration with experts in the field. It is specially designed according to the needs of mothers and mothers experiencing PPD.
Click here to see a demo of the app
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DETAILS
DASHBOARD The app also generates very detailed dashboards for the doctors/psychologists. This helps doctors to follow the process closely and identify causes of different behavior changes according to Day and Time or a specific action taken by the patient. Blumi is also used for booking an appointment and schedule therapies and setting specific goals for each one.
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SERVICE SYSTEM MAP
HOSPITALS hospi t als
PROMISING BUSINESS MODEL
research RESEARCH CENTERS centers
Money MONEY Blumi is sold to Hospitals and Private Clinics and then it is given for free to the mothers.
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Priv ate PRIVATE clinics CLINICS
Blumi collects data from the patients and later sell it to the Hospitals, Private Clinics and Research Centers.
Data DATA
The data is very important to better understand the roots of the problem and to find a prevention methods or make prediction possible. 24
PRODUCT LIFECYCLE
Blumi is a reusable product that saves money and time both to mothers and hospitals.
It is estimated, that with Blumi therapies are 15% more efficient. With an investment of 99euro hospitals can start saving money and time.
99 euro
free
The average PPD therapy consists of: - 1 or 2 90min sessions per week - from 6 to 12 month - 30 euro averege price
THERAPY
MOTHERS
hospi t als HOSPITALS
with
replace the band PRODUCT LIFECYCLE
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return after
with
BLUMI SAVING PLAN
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THE FULL BOOKLET
If you want to know more about Blumi, you can find much more details about the research, the service, the design and the technology in this PDF file.
Click on the icon
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PR ODU CT, BU SINE SS AND STRATE GY
MOR E Anti-thief backpack with a constant abiility to charge mobile devices thanks to the innovative solar ink technology.
P R OJ E CT AI M Develop an innovative solution to improve urban commuters` life and create benefits for them as well as for the society
P R OCE S S Huge Field and Desk Research, Product design (concepts, design, prototyping, testing), Costs, Business modeling, Digital Marketing Stratedy, Brand positioning, Social Media Strategy, Kickstarter Campaign. INERNATIONAL TEAM 4 PEOPLE | 4 MONTHS The project was done during the Innovation Design Studio in MSc PSSD at Politecnico di Milano
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MORE More is one of a kind backpack thanks to the Innovative Solar Ink technology by RibesTech. The technology allows the backpack to constantly and efficiently charge an internal power bank both with artificial and sunlight. To understand better the project I reccomend to watch this video.
Find More about the Brand positioning, Digital Marketing, Strategy, Launch, Future plan and etc. in the PDF
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THANK YOU samuilbo@gmail.com