The challenge for Aryaú Design was to create the difference, a new identity to the clinic, focused on the specific needs and requirements of patients and its internal public.
We started by drawing a company profile, from the beginning, with strong participation and synergy with the staff through casual meetings and in-depth interviews. We followed doctors, nuclear medicine technicians and nurses on their routines in handling and administrating radiotracers, exams and issuing medical reports. We also followed the receptionists in scheduling examinations, patient care, delivery of examination reports and relationship with doctors and health insurance. We have created with our client the need to focus on employees to ensure effectiveness in the implementation and sustainability of the deployed solution.
To gather customer insight, we conducted interviews and customer satisfaction researches and followed patients throughout the interaction with the clinic since its arrival to the medical examination. We complemented the understanding of processes with desktop studies, process mapping and quantitative and qualitative existing data analisys. We concluded that the clinic already served patients in good standards of medical and operational quality, but without changing the state of anxiety due to the presence or possibility of serious illness that negatively affects all processes. Another factor that contributed to this state of anxiety was the contatct with radioactivity and the unfamiliarity of security protocols related.
Casual meeting whit staff In the new service model the patient is greeted by a hostess who opens the door, welcomes, identifies and invites him to sit. Using a cellphone, she registers the patient on the system using voice control and puts him on the attendance line. A message warns the attendant that comes out of the back office with its laptop and provides the service sitting next to the patient, in a casual conversation. The patient then waits being directed to the exam. The furniture consists of sofas, armchairs and small tables with casters.
There are pictures on the walls, books, magazines, water and flowers. A living room. The colors used are brigth and cheerfull, full of vital energy. The creative and careful vision of design allowed us to perceive the need to act in a more delicate part of the customer relationship, creating actions that impact in their state of mind. We realized that we could create the new focus on healing, wellness and vital energy. Among several alternatives generated through design thinking, the concept of Warming Welcome was chosen by Aryaú to guide the project. The pacient will be welcomed in a warm and safe environment full of life, away from the fear of disease and radioactivity. We defined the space between two doors as the initial focus of change, the front door of the clinic and the access door to the medical area, we created within the team an expectation that we would change medicine. That the environment would be immersed in a magical welcoming aura. From this point on we could better the lives of those who enter through the front door.
To materialize this concept we transformed the lobby by completely breaking the standard reception models in clinics and hospitals. We moved all staff and medical equipment: computers, printers, forms, telephones and office supplies from the lobby to the back office area. The counters and number dispensers were eliminated. For the final stretch of the team's efforts, we made several meetings and roundtables, creating total focus on the model and encouraging co-creation to enable the implementation. We also trained the attendants to explain the security protocols to patients.