Future State Service Design Maps

Challenge

Customer engagement at Medical Technology Becton Dickinson was fragmented, inefficient, and untrustworthy. BD partnered with our team to reimagine the future customer care experience for 15 scenarios across the Claims, Recalls, Complaints, and general Customer Care teams.

PROJECT LEADs: Ana palacio & jen zhao
senior researcher: marino rico, senior digital designer: SARAH KNOTZ

PROCESS:

Our first step was to understand and map out the current processes in detail through a series of interviews with the internal teams at BD.

After mapping the current state of how several order processes were functioning across platforms and teams, we leveraged the pain points as opportunities to improve the future state.

BD’s technical limitations, decentralized sources of information, and silos made it difficult for both the customer and the organization to have good customer service. 

The resulting future state service maps were delivered to the BD team as a branded artifact to guide the customer care team as they evolved and improved their processes over the following months.

Impact

The future state maps aligned stakeholders into a single vision on the customer care transformation lead by BD’s backend technology partner. Our work set the groundwork for a shift in perspective to customer care that breaks silos and responds to customer expectations from a human centered approach.