Service Design

This is one of the most important projects I worked on in service design. I incorporated qualitative research as a key resource to address people’s needs

Digital Transformation for Sentinel

Team: 3 Innovation Consultants
Project Duration: 4 Months
Deliverables: Design Strategy and Business Design
Collaborators: Worked alongside two external experts in innovation and business from Sentinel – Quito.

Sentinel, a dental insurance company with an existing network of clinics, approached us with a vision to revolutionize how users find and interact with dental specialists. Their goal was to create a seamless digital experience for users to easily book appointments, access quality dental care, and enjoy a positive in-clinic experience.

At the time, Sentinel’s only communication channel was a call center, which limited user accessibility and satisfaction. The client sought to:

Analyze and design the best digital experience for their customers.
Identify the most viable business model for this new product.

What We Did

As a team of innovation consultants, we leveraged Design Thinking and Business Design methodologies to create a human-centered strategy and deliver actionable insights. Here’s how we approached the project:

Research and Discovery

Conducted 20 in-depth interviews to understand users’ experiences with dental services, identifying pain points and unmet needs.
Performed a Service Safari across 3 different dental clinics to observe and analyze real-world user interactions and clinic operations.
Researched and benchmarked best practices from similar dental and medical services, evaluating both successful strategies and potential risks.

Defining User Needs

Developed user archetypes using tools like mind mapping, cluster categorization, and storyboards to visualize user preferences, behaviors, and needs.
Conducted collaborative workshops with stakeholders, including odontologists, IT specialists, and Sentinel employees, to generate and prioritize ideas using the Effort and Impact Matrix.

3. Prototyping and Testing

Created real-world prototypes for three digital solutions: a mobile app, a web platform, and a chatbot.
Tested these prototypes with users on-site, gathering feedback to refine and improve the designs.

4. Business Model Design

Used IDEO’s Business Design Methodology and the Business Model Canvas to design two viable business model hypotheses.
Tested these models with clients, incorporating their feedback to calibrate and finalize the design.
Ensured the final business model aligned user needs with sustainable business goals.

Outcome

Our work enabled Sentinel to transition from a traditional call-center-based service to a user-centric digital platform that simplifies the process of finding and booking dental appointments. By combining human-centered design with business innovation, we delivered a strategy that not only improved the user experience but also established a scalable and sustainable business model for Sentinel’s new product.