Linkedin

Instagram

We apply design research techniques to explore human behaviour and collect stories that inspire future ideas and visions. 

USER RESEARCH AND BEHAVIOURAL INSIGHTS

Collecting insights

We turn insights and data into bespoke visualisations and maps, to better manage complexity and enhance communication, storytelling and participation.

VISUAL MAPPING AND STORYTELLING

Navigating complexity

Through critical thinking and scenario building, we challenge assumptions to reshape design interventions, match needs, and guide decision-making.

SERVICE DESIGN AND STRATEGY

Re-framing visions

Through co-design, testing and prototyping techniques, we transform ideas into tangible products and service visions.

UX DESIGN AND PROTOTYPING

Making ideas tangible

 Unlock a over a decade of service design expertise, tools and resources on our open platform, Service Design Tools.

Touch-base with participants in advance to ease relationship building at distance, during remote research

Light Survey

Orchestrate the work of multiple teams at distance, for effective service design.

Asynchronous co-creation

Make initial service ideas more tangible by illustrating the most important steps of the whole experience

Illustrated scenarios

Zambia Ministry of Health (MoH) operates within a complex system of actors dedicated to enhancing healthcare access by providing medical commodities and related services. With more than 27 partners involved - including NGOs, foundations, public bodies and private organisations, each operating with their own platforms and tools - there is a lack of communication and systems’ interoperability, often leading to fragmented distribution. As a result, the much-needed resources often fail to reach the right people at the right time.

The lack of systemic vision and understanding of operational workflows - while making decisions related to supply management - had significantly impacted the work of its frontline users over the years. Pharmacists have often found themselves dealing with issues related to supplies stock-outs and scattered procurement process, made even worse by practical barriers such as lack of connectivity, power outages and adverse weather conditions.

In order for the MoH to develop an intervention plan and work on the improvement of the supply chain delivery system, it has become crucial to understand how the whole process performs from various perspectives - spanning from technical to economical and behavioural. This has meant listening to the final users needs and perspectives, and embed them into the strategic redesign approach.

As part of the research process, we engaged key stakeholders across Zambia (from supply chain experts to pharmacists, both in urban and rural areas) to have in-depth conversations about their activities, needs, blockers and enablers. During each of the field-visits to supply hubs, distribution centres and pharmacies, we observed operations, documented workarounds, analysed tools’ adoption and collected evidences of emerging problems and their direct or indirect consequences.

All the primary findings collected were then synthesised to provide a comprehensive overview of the end-to-end system and its key fragmentation areas. The overall system and process map, together with key fragmentation areas, have been then brought into a strategy workshop, providing the opportunity to all the stakeholders involved in the supply chain to develop a shared perspective, align on emerging gaps and coordinate on new initiatives and actions that could reduce fragmentation.

The goal of the workshop was to enable the Ministry of Health and all the existing partners to collectively set priorities and make strategic choices.

Obviously not all fragmentation areas and issues could be solved at once, so the first step was a collective agreement to prioritise the current blockers experienced by pharmacists - before starting to discuss new technical implementations and platforms. All the ideas and opportunities related to activating better workflows, enhancing data literacy and reinforcing feedback loops have been consolidated as initial steps of the strategic roadmap, clearly defining ownership and governance to coordinate and execute every intervention.
The following phases of the roadmap deal with the need of improving the supply management infrastructure in terms of roles and platforms - by reducing complexity and ensuring interoperability. Some of the interventions identified include the adoption of a new tool for supply management, a better integration of public and private sector distribution hubs, and reduced workload for the centralised operations.

How could the Zambia government improve the delivery of care, even in the most remote rural areas? What are the major gaps along the existing supply chain and how could they be addressed through new initiatives and tech-based interventions?

A comprehensive analysis of medicines’ supply chain in Zambia healthcare system, to identify areas of intervention and a roadmap of private-public sector initiatives, coordinated by the Ministry of Health.

A end-to-end map of medicines’ supply chain in Zambia healthcare system was created, describing the entire process and including the point of view of the final users (pharmacists, doctors and patients). The map is the collector of critical aspects and identified interventions, further detailed into a strategy document and roadmap - that aim at guiding stakeholder alignment around the implementation of a new tool for pharmacy supply chain management.

We conducted an extensive field research study in various facilities and distribution areas in Zambia to understand the whole process of medicine delivery. The research focused both on mapping stakeholders, roles and platforms used throughout the supply chain, as well as understanding specific behaviours, mental models and blockers. The insights collected were then used to host a workshop involving all public and private sector actors involved in the supply chain, to discuss emerging findings, identify opportunities and collaboratively create a roadmap for future implementations.

Improving Zambia healthcare services with a human-centred approach

Is it possible to converge the multitude of tools, touchpoints, talents, and tasks needed for a shooting production into a single platform?

Setflow approached us with an ambitious vision—to create a comprehensive platform that could seamlessly support the entire journey of photoshoot production. Our mission was to design a user-centric experience that encompasses the entire process, from pre-production to final delivery.

By immersing ourselves in different realities, such as studios, in-house production teams, agencies, and freelancers, we conducted extensive research to assess the current state of media production for fashion e-commerce. This approach allowed us to identify pain points and uncover key needs that were common across different stakeholders - such as synchronizing the agenda and the availability of locations, shooting production teams, and talents.
Research insights have set the ground to work with the Setflow team in envisioning a new experience: what role could a digital platform play? What essential value could be provided to the variety of stakeholders involved? We prioritized the core features for the MVP and decided to focus the initial effort on the pre-production phase.

A pivotal aspect of the experience design was the creation of a dashboard that empowers set coordinators to arrange various elements of the pre-production process from a single, centralized interface. This comprehensive dashboard enables efficient management of shooting set availability, people, resources and costs all at once.

Designing the user experience of the dashboard was one of the main challenges of the project as it collects and aggregates all the elements into a shooting calendar - that becomes the entry point to most of the coordinator’s flows and actions in the platform itself. We iterated on the overall layout of the calendar and on the detailed information and visual design of every single component multiple times - to get to the first stable version that could be used for validation.

We validated the first version of the prototype through usability testing sessions with e-commerce professionals from major international brands. This process enriched our understanding of user needs and allowed us to elevate the overall experience and value proposition. The result is a platform with a solid value proposition towards the different target users involved in the photo-shooting pre-production, a modular experience already conceived to host future integrations (for example, related to post-production), and a product launch one year after the initial research and design phase.

While approaching an ever-evolving and fast-paced environment, user research combined with agile design and development allowed us to adapt features in tandem with the development of the business, and create consistency while moving quickly towards delivering a shared vision.

Could a tailored digital tool and marketplace ease the organization of photo shootings in a short time?
How could the experience be designed to fully support the work of fashion brands, producers, and talents?

Shaping the service and experience strategy for a new all-in-one photo-shoot management platform that connects brands, producers and talents 

End-to-end experience strategy and design for Setflow multi-user platform. The MVP was launched globally in Autumn 2023 - after 1 year from the initial user research and experience design sprints.

Starting from the intuitions and ideas of the Setflow founder and team, we conducted a detailed assessment of the shooting production process in the context of fashion e-commerces, to understand critical needs and priorities for the Setflow offer. This allowed us to define the scope and experience of the initial MVP (Minimum Viable Product) and set the foundation for the UX/UI design and development sprints. Further validations were then conducted before the first release, to accompany the MVP towards its launch while reinforcing the interest and engagement of potential users.

Thinking in depth,
designing with care

We bring innovation to life by

Projects

Learnings

Thinking in depth,designing with care

We bring innovation to life by

Projects

Learnings

Thinking in depth,
designing with care