Service design thesis · 2018–2020
Bita
A preventative dental health ecosystem connecting patients, dentists, and insurers
- stakeholders brought together: patients, dentists, and insurers
- 3
- desirability scale used to sort workshop insights into Musts, Satisfiers, and Delights
- 1–5
- hardware brand brought in to anchor the insurance incentive
- Philips
Bita is a service that enhances relationships among patients, dentists and insurance providers by tracking, reinforcing, and recommending new habits from dentists and insurance providers to patients.
Understanding the problem
How patients describe their dental experience
Mapping the stakeholders
Stakeholder Connection Map
Stakeholder map
A framework for the journey
Gagne's model of instructional design was used as a frame work to bring each of the mayor stakeholders (doctors, insurance provider, and patient) together at every touch-point in the user’s journey.
Guiding Principles The insights from this workshop were gathered and assigned a desirability score on the scale of 1-5. The top performers became our guiding principles towards a practical application. They were categorized as Must, Satisfiers and Delights.
Current User Journey Next we map the Users journey through the current system to gather where our principles could be applied.
Finding the solution space
Solution Space As our team mapped and ideated solutions it became clear that targeting one stakeholder as the focus for change did not satisfy our criteria for success. We need a way to bring these stakeholders together through mutual gain and a sustainable business model.
Retracing our steps We decided to shift our perspectives. From the start the the focus was on the reduction of no shows in health. This was a wide net to cast, as a team we focused on dental because we had ease of access to professionals. We re mapped our user journey with the words of our interviewees. Like a lighting bolt it hit us at any point in the journey their is no real-time knowledge of what is going on in the patient’s mouth prior to the practitioners interaction. We felt that was to late, patients need a mirror into their dental health.
The mirror concept
A Mirror We now had a clear focus. Patients need a way to monitor their dental health which would fit into their daily routine. Something physical that could track participation in one’s own health. This device would bring the three stakeholders to an understanding.
System Exchange Map
How would it work? Bringing in a well known hardware manufacturer would provide loyal customers from that brand to the insurance provider providing that brands products. Just one incentive for the insurers and the reason behind the Phillip brand entering our system.
The product
