Challenge

Our client believed there was a market opportunity to provide surgeons with a novel surgical cut and seal technology platform.

Approach

We combined primary research with technical developments:

• 20 ethnographic observations and interviews across 4 main surgical market procedures
• Opportunity analysis based on stakeholder needs, clinical benefit and procedural constraints for each of the markets
• Development of 5 innovative concepts from creative brainstorming workshop
• Design and technical feasibility testing on the selected lead concepts

Benefit

Our Voice of Customer research revealed an unexpected tradeoff that shifted the emphasis of subsequent design work

With this and other key insights, we were able to generate a range of novel, relevant concepts

We delivered to our client a comprehensive package of work that helped them define future strategy for this important part of their portfolio