Re-designing ostomy bags to meet customer needs
The issue
Our client was a leading player in medical devices, particularly ostomy bags. In the face of increase in competition activity, they were looking for opportunities to defend their market share.
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We were asked to help better understand the ostomy users life in key markets, particularly needs and challenges they faced.
What we did
We began with a series of stakeholder interviews to understand internal challenges and local market considerations.
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We then embarked on an extensive on-line ethnography study to understand what life with an ostomy bag was really like, focussing on attitudes, challenges, and needs.
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In phase 2 we used the insights generated in the first phase to run a series of product design co-creation sessions with users and HCPs.
The outcome
Our insights significantly impacted on our clients R&D portfolio as well as the overall positioning of the brand, illuminating the key features of the product which allowed for a product re-design based on discretion, sustainability, and customer convenience.