Customer Journey - Identify

Engaged 32 in-person users, surveyed 40 more, and interviewed 10 stakeholders to map the customer journey and understand the hospital tools' purchase, installation, and usage experience.

(Currently on going)                  

COMPANY Varian
(Siemens Healthineers)
www.varian.com

MY ROLE
Product Designer
Project Lead

 WHEN2024-25


Background: what is IDENTIFY?

IDENTIFY is a Surface Guided Radiation Therapy (SGRT) system by Varian, designed to improve patient positioning and motion management throughout radiotherapy.

The team behind IDENTIFY includes 89 people across hardware, software, service, and education. To work better together, we needed a shared understanding of the full customer journey, making sure everyone was aligned and on the same page.



Approach 

Which steps did we take?



Let’s dig



STEP 1.
Stakeholders interviews and draft of the journey

To get a deeper understanding of the customer journey from an internal perspective, we conducted interviews with 10 key stakeholders across different teams—Marketing, Installation, Training & Education, and Customer Service.

Each stakeholder shared insights into their daily responsibilities, the challenges they face, and what aspects of their work run smoothly. They also contributed ideas and suggestions for improvement, giving us a well-rounded view of how things currently operate and where there’s room to enhance the experience.


STEP 2.
Survey based on Google HEART Framework

We surveyed 37 users (28 IDENTIFY customers, 9 competitor customers) across the US & EU using the Google HEART framework.

We focused on five key areas:
  • Happiness – Satisfaction, NPS, and usability.
  • Engagement – Usage patterns and full vs. partial adoption.
  • Adoption – Ease of clinical use, reliance on tattoos, and learnability.
  • Retention – Willingness to upgrade and use of advanced features.
  • Task Success – Ability to complete a full clinical workflow.

The survey provided clear insights into user needs, IDENTIFY’s impact, and areas for improvement.


STEP 3.
Interactive workshop: understanding the customer journey


To dive deeper into the user experience, we hosted an interactive workshop designed to map out the customer journey in a hands-on way. We brought together 30 users, including Radiotherapists and Medical Physicists, to gain insights from their real-world experiences.

Participants took part in three key exercises, each aimed at uncovering insights and opportunities for improvement:
  1. Mapping Roles – Identifying everyone involved at each stage of the journey to ensure a clear understanding of responsibilities and interactions.
  2. Experience Rating – Using a simple 1-5 scale with visual markers, participants rated the customer experience at different touchpoints, highlighting both strengths and areas that need attention.
  3. Improvement Discussion – A collaborative session where participants shared challenges, proposed solutions, and explored ideas to enhance the overall experience.

By engaging directly with those who interact with the system daily, we gained invaluable feedback that will help refine and optimize the customer journey for Radiotherapists, Medical Physicists, and beyond.
  




STEP 4.
Analyzing user feedback & key insights

The feedback collected was digitized and thoroughly analyzed, allowing us to identify key trends, user behaviors, and areas for improvement. By structuring the data, we gained clearer insights into how users interact with IDENTIFY, what works well, and where there’s room for enhancement. 



By organizing and presenting the insights in a clear and engaging way, we ensured that everyone could easily interpret the data, understand key takeaways, and use it to drive improvements.




STEP 5.
Presentation to stakeholders and next steps

We presented the customer journey to stakeholders, showcasing key insights and pain points. Following this, we worked closely with select teams to kickstart a structured approach to addressing user feedback.
(Currently on going.)