Gene Therapy Big Ideas Workshop and UX Design
The Challenge
The head of a new gene therapy was facing a significant challenge.
Because gene therapy is new and unproven, HCPS and patients are both reluctant to use a novel treatment with a big upside but with uncertain outcomes.
The team needed help to design a way to produce new ways of thinking about this problem. Our challenge was to understand and generate a few big ideas that can help address this complex and multi-faceted challenge.
The Approach
We took a multi-step journey with the team.
Step 1: Extensive problem definition and problem mapping.
Working with the team we conducted multiple sessions to frame and understand the problem. We conducted multiple interviews with internal stakeholders to test and validate the final question we planned to solve.
Step 2: We custom designed a 3 part series of workshops that focused on:
- Building deep understanding and insight into the challenge
- Conducting multiple rounds of ideation using a variety of techniques
- Evaluating the top ideas and conducting in-depth concept development to produce fully built concepts
Step 3: We turned one of the top ideas into a medium/high fidelity prototype of a platform that they intended to test with customers in an upcoming advisory board.
The Outcome
The top 3 concepts were incorporated into the brand plan for the next year and received funding for further development.
The priority concept that we built out into a high fidelity prototype was brought into an advisory board with high profile KOLs. The prototype won immediate advocacy and is now being built at scale and tested with a few major academic institutions.