Unified Experience Vision for a Global Healthcare Organization: Laying the foundation for a more connected, human-centered customer experience

A global biopharmaceutical company recognized the need to unify its customer engagement under a single, enterprise-wide experience vision. Fragmented systems, siloed initiatives, and evolving stakeholder expectations were leading to inconsistent interactions across touchpoints—prompting leadership to pursue a more cohesive and strategic approac

Our engagement focused on two core objectives:

  • Co-Create a Burning Platform for Change

    • Identified risks of maintaining the status quo and built a compelling case for transformation

    • Surfaced key pain points and unmet needs across internal teams and external stakeholders

    • Aligned leadership on the need for a new governance structure to drive consistency

  • Define a Unified Vision for the Future

    • Co-developed future-state scenarios that brought to life a seamless, stakeholder-centric experience

    • Grounded these scenarios in human-centered insights and business strategy

    • Led executive working sessions to align on a North Star vision and critical success factors

Burning Ambition (Burning Platform for Change)
Customer Personas
Customer Persona DeepDive
Emotional Journey
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Impact:

This work established the foundation for a global experience transformation—clarifying the customer promise the organization aims to deliver and highlighting the internal shifts required to make that promise a reality. It aligned cross-functional teams around a shared ambition and set the stage for long-term experience-led change.

Capabilities Used:

Workshop Design & Facilitation
Designed and led executive workshops to align on shared vision, define success criteria, and co-create future-state experience scenarios

Customer & Employee Research (Design, Moderation, and Synthesis)
Planned and conducted qualitative research across internal and external stakeholders to surface pain points and emotional drivers; synthesized insights to inform strategic direction

Experience Strategy Development
Translated insights into a compelling case for change and a unified North Star vision, grounded in business goals and human-centered design principles

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Strategic CX Vision and Roadmap