Gabriele Khan - Design Thinking for Innovation final paper 

 Challenge     I am in charge of the operations of a company that provides medical digital imaging solutions 

 to hospitals and clinics . These solutions comprise hardware such as servers , work stations , 

 medical grade monitors , direct radiology and computer radiology digitizers among others . 

 The digitized imaging is then managed by a Picture Archiving and Communications System 

 that works together with a Radiology Information System , in charge of managing the imaging 

 department workflow .   You probably got losted or bored halfway the previous paragraph or , if you read it all , are 

 wondering what does my company really do , what value it offers , and why would a hospital 

 need such solution . This is not any different to what many of our potential customers felt 

 every time we approached them to start a conversation . In other cases , the customer had an 

 idea of the solution but did not know exactly why he needed it , the scope of it and the many 

 advantages they could derive from it . There was and still is some confusion in our market 

 regarding the best way to implement these solutions , in part due to companies that focus on 

 selling technology more than on solving problem through it by designing tailor made 

 solutions .     Selection     We thought it was necessary to do something to educate our potential customers on the 

 advantages of implementing digital medical imaging solutions , the scope and scalability 

 nature of it and how it could help them solve their pain points and get results that were not 

 possible with their current analog processes , such as generating data and information for 

 decision making . We needed our customers informed and on board before moving toward a 

 proposal to close a deal .   To do this we selected a storytelling approach , and decided to hire a marketing company to 

 produce an informative video of our solution . We thought that a video was a good tool to 

 illustrate and provide a good idea of all the components of our solution and how they worked 

 together to generated value , without needing to go too in depth with the technicalities 

 involved .     Application   Even if the production of the video happend before I took this course , I can relate to many 

 aspects mentioned in the interview to Sam Martinez from Mars , Inc. that were key in 

 producing a compelling and effective story for our customers .   For instance , we decided not to do a video focused on the technology behind our solution 

 but on the impact it has on patients that went to a hospital to have an x - ray or other medical 

 imaging study , as we wanted to appeal to our audience ( hospital directors and heads of 

 imaging service ) by highlighting aspects of their everyday life that they could easily relate to ; 

 and so we created an animated character called “ Don Salvador ” , an elder that needed an 

 x - ray exam . Even if patients were our indirect customers , we decided that telling the story of 

 a day of a patient at a hospital was a good way to show want they went through when the 

 imaging service used analog technology ( long appointment deferrals , long waits to get the 

 Gabriele Khan - Design Thinking for Innovation final paper 

 exam done and the diagnosis ready , the need of repeating a study because the image was 

 not clear enough , and the use hazardous chemicals in the film developing process , among 

 others ) compared to using a digital technology . Therefore , the story took place in a hospital 

 that was using our solution and Salvador was telling the differences he perceived from this 

 experience as opposed to previous exams he had taken on hospitals with analog processes . 

 This was key as it allowed our audience to understand the “ why ” of implementing our 

 solutions as they had to deal with unsatisfied patients and radiologist everyday that suffered 

 the inefficiencies of the analog technology .   Technology itself was present in the story but it was on the background and always tied to 

 the benefits it produced to the patient of the radiologists so it had meaning to the audience .   To conclude , I think the video was a success as it engaged the audience by showing the 

 problems an old technology was creating to their own staff ( doctors and x - ray technicians ) , 

 to their patients and the opportunity cost of not having digitized data to the hospital 

 administrators , and it made them realize and feel the needed to take action and solve those 

 problems . As André mentioned in his interview , the main character was a representation of a 

 big wicked problem every hospital was facing ( by not being able to provide good care of their 

 patients ) , we created a moment to reflect on it and presented a way to solve this challenge .     Insights   By producing this video we realized that there were people within our organization that was 

 not clear about the value we offered through our solutions . Even technical staff that did not 

 fully understand its benefits and the impact to our customers and patients , because they 

 were too specialized in certain parts of the solution ( i.e. software of hardware , 

 implementation , training , etc ) . The video was shared internally with all areas and it helped 

 engage everyone with the business as it was clear that with every project we implemented 

 there were patients benefiting from it . It gave our business a good purpose to work for .   As our staff got more engaged we realized that we had untapped potential and understood 

 that going forward we needed to share and make an effort to explain any new company 

 initiative even with staff that were not directly involved .     Approach   I am very satisfied with the results and insights we got during the production of the video and 

 when it was shared internally and with potential customers . The empathy towards our 

 customers is part of our company ’s culture and this was useful when writing the story of our 

 animated video as we knew their pain points very well . If I should tackle this challenge again 

 from the beginning I would choose the same storytelling approach and media . Still , even if 

 we feel we know our customers so well , I would involve them in the process of creating the 

 story . Many times we have shared the video with potential customers , they come out with 

 new pain points and aspects of their everyday life that are not included in our story and that 

 would have added great value to it . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Gabriele Khan, Gabriele Khan
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Gabriele Khan - Design Thinking for Innovation final paper 

 Challenge     I am in charge of the operations of a company that provides medical digital imaging solutions 

 to hospitals and clinics . These solutions comprise hardware such as servers , work stations , 

 medical grade monitors , direct radiology and computer radiology digitizers among others . 

 The digitized imaging is then managed by a Picture Archiving and Communications System 

 that works together with a Radiology Information System , in charge of managing the imaging 

 department workflow .   You probably got losted or bored halfway the previous paragraph or , if you read it all , are 

 wondering what does my company really do , what value it offers , and why would a hospital 

 need such solution . This is not any different to what many of our potential customers felt 

 every time we approached them to start a conversation . In other cases , the customer had an 

 idea of the solution but did not know exactly why he needed it , the scope of it and the many 

 advantages they could derive from it . There was and still is some confusion in our market 

 regarding the best way to implement these solutions , in part due to companies that focus on 

 selling technology more than on solving problem through it by designing tailor made 

 solutions .     Selection     We thought it was necessary to do something to educate our potential customers on the 

 advantages of implementing digital medical imaging solutions , the scope and scalability 

 nature of it and how it could help them solve their pain points and get results that were not 

 possible with their current analog processes , such as generating data and information for 

 decision making . We needed our customers informed and on board before moving toward a 

 proposal to close a deal .   To do this we selected a storytelling approach , and decided to hire a marketing company to 

 produce an informative video of our solution . We thought that a video was a good tool to 

 illustrate and provide a good idea of all the components of our solution and how they worked 

 together to generated value , without needing to go too in depth with the technicalities 

 involved .     Application   Even if the production of the video happend before I took this course , I can relate to many 

 aspects mentioned in the interview to Sam Martinez from Mars , Inc. that were key in 

 producing a compelling and effective story for our customers .   For instance , we decided not to do a video focused on the technology behind our solution 

 but on the impact it has on patients that went to a hospital to have an x - ray or other medical 

 imaging study , as we wanted to appeal to our audience ( hospital directors and heads of 

 imaging service ) by highlighting aspects of their everyday life that they could easily relate to ; 

 and so we created an animated character called “ Don Salvador ” , an elder that needed an 

 x - ray exam . Even if patients were our indirect customers , we decided that telling the story of 

 a day of a patient at a hospital was a good way to show want they went through when the 

 imaging service used analog technology ( long appointment deferrals , long waits to get the 

 Gabriele Khan - Design Thinking for Innovation final paper 

 exam done and the diagnosis ready , the need of repeating a study because the image was 

 not clear enough , and the use hazardous chemicals in the film developing process , among 

 others ) compared to using a digital technology . Therefore , the story took place in a hospital 

 that was using our solution and Salvador was telling the differences he perceived from this 

 experience as opposed to previous exams he had taken on hospitals with analog processes . 

 This was key as it allowed our audience to understand the “ why ” of implementing our 

 solutions as they had to deal with unsatisfied patients and radiologist everyday that suffered 

 the inefficiencies of the analog technology .   Technology itself was present in the story but it was on the background and always tied to 

 the benefits it produced to the patient of the radiologists so it had meaning to the audience .   To conclude , I think the video was a success as it engaged the audience by showing the 

 problems an old technology was creating to their own staff ( doctors and x - ray technicians ) , 

 to their patients and the opportunity cost of not having digitized data to the hospital 

 administrators , and it made them realize and feel the needed to take action and solve those 

 problems . As André mentioned in his interview , the main character was a representation of a 

 big wicked problem every hospital was facing ( by not being able to provide good care of their 

 patients ) , we created a moment to reflect on it and presented a way to solve this challenge .     Insights   By producing this video we realized that there were people within our organization that was 

 not clear about the value we offered through our solutions . Even technical staff that did not 

 fully understand its benefits and the impact to our customers and patients , because they 

 were too specialized in certain parts of the solution ( i.e. software of hardware , 

 implementation , training , etc ) . The video was shared internally with all areas and it helped 

 engage everyone with the business as it was clear that with every project we implemented 

 there were patients benefiting from it . It gave our business a good purpose to work for .   As our staff got more engaged we realized that we had untapped potential and understood 

 that going forward we needed to share and make an effort to explain any new company 

 initiative even with staff that were not directly involved .     Approach   I am very satisfied with the results and insights we got during the production of the video and 

 when it was shared internally and with potential customers . The empathy towards our 

 customers is part of our company ’s culture and this was useful when writing the story of our 

 animated video as we knew their pain points very well . If I should tackle this challenge again 

 from the beginning I would choose the same storytelling approach and media . Still , even if 

 we feel we know our customers so well , I would involve them in the process of creating the 

 story . Many times we have shared the video with potential customers , they come out with 

 new pain points and aspects of their everyday life that are not included in our story and that 

 would have added great value to it .
### Output: 