THE O'SIS PROJECT
MARKET-DRIVEN, PATIENT-CENTRIC, SERVICE CONCEPT FOR ENDOMETRIOSIS CARE.
In four weeks, my team and I designed a holistic endometriosis care concept to reduce its physical, mental, and economic burden on patients and society by empowering patients through education and building a strong patient community to provide a sense of sisterhood. (O'sis = sisterhood of endometriosis)
Team: Nirali Oza, Jessica Muarry, Sandra Rodriguez
THE CHALLENGE
How might we build a patient-centric and market-driven service concept to help women effectively manage their endometriosis?
THE APPROACH
We utilized secondary research such as patient articles, blogs, vlogs, news articles, and podcasts to better understand our users' pain points and build empathy. We did a historical analysis to inform ourselves of the evolution of female hygiene products and the various social, political, and cultural factors that have influenced this progression. Lastly, we conducted a competitive analysis to identify market needs in the women's health and female hygiene product space.
THE OUTCOME
We developed a holistic endometriosis care concept and communicated the business case through a business model canvas and system ecosystem map. We also shared our short, mid, and long-term vision for the business through a three horizons model. Lastly, we designed a powerful visual brand including a name, logo, graphics, products, and other brand materials.
MY ROLE
As the lead service designer and strategist, I took responsibility for the market research, design research, and data synthesis to conceptualize and design the full-service ecosystem map. I created a poster depicting the extensive history of menstruation, along with a competitive analysis framework and business canvas model.
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THE CHALLENGE
Endometriosis (en-doe-me-tree-O-sis) is an often painful disorder in which tissue that usually lines the uterus grows in other areas of the body, usually inside the abdominal cavity, but acts as if it were inside the uterus. Bloodshed monthly from the misplaced tissue has no place to go, and tissues surrounding the area of endometriosis may become inflamed or swollen. This can produce scar tissue. Symptoms include painful menstrual cramps that can be felt in the abdomen or lower back; pain during or after sexual activity; irregular bleeding; and infertility. Link
Between 10 to 15 percent of American women of childbearing age have endometriosis which not only results in a significant burden on their mental and physical health but also on the healthcare economy. The annual national economic burden of endometriosis is estimated at around $78 billion in the U.S. It is estimated that the direct cost, including inpatient, outpatient, surgery, medicine, and other healthcare service costs of endometriosis, is around $12,000 per patient per year. And, the indirect costs due to lost productivity at work are around an additional $16,000 per patient per year.
One of the most frustrating issues regarding endometriosis is late diagnosis. In general, the disease is correctly diagnosed after 7.5 years of the symptoms making their first appearance. These symptoms are mistakenly believed to be part of the menstruation process, further hampering quick and timely diagnosis.
Data from endometriosis.org
"IT'S NOT JUST PAINFUL CRAMPS; IT'S NOT JUST THE HEAVY PERIOD. IT'S A PAIN TO A POINT WHERE YOU CAN'T SLEEP."
- Endomeriosis patient, stories from speckendo.com
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THE APPROACH
We utilized several service design and research tools such as historical and competitive analysis to identify market needs in the women's health and female hygiene product space.
HISTORICAL ANALYSIS, USING THE PAST TO DESIGN THE FUTURE
Historical analysis is a method of discovering what happened in the past from records and other accounts. Design researchers consider various historical data sources such as historical texts, newspaper reports, diaries, and maps to identify themes embedded in the current, avoid re-inventing existing systems and establish background before conducting user observations or interviewing.
For our project, we looked at the history of menstruation and its products through four lenses; physical, social, cultural, and clinical. For the physical aspects, we studied different menstrual products from menstrual aprons in the 1850s to 2018's leak-proof undies. To learn social and cultural perspectives, we studied the full spectrum of women's activism, from the first women's rights convention in 1848 to running a marathon without tampons in 2015. We looked at different advertisement materials and how it was influenced by significant socio-political trends of the time. To include clinical aspects, we reviewed controversial cases of toxic shock syndrome. Several women died due to being clinically uninformed, negligent product design, and a lack of basic hygiene knowledge, such as how many times one should change a pad?
COMPETITIVE ANALYSIS
We conducted a competitive analysis of current market offerings and compared and contrasted four leading feminine product companies, including their: mission, value proposition, target market, strategy services, pricing, channel, and strength. It helped us understand market trends and identify a niche opportunity area for what was missing and how our team might fill that void.
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THE OUTCOME
We developed new service design concepts and communicated the business idea through the business model canvas and system ecosystem map. We defined and designed a brand including name, logo, graphics, products, and other brand materials designs.
BUSINESS MODEL CANVAS
The business model canvas is a visual framework that captures shared language for describing, visualizing, assessing, and changing business models. It describes the rationale of how an organization creates, delivers, and captures value. It concisely conveys crucial business information, including customer segments, value proposition, revenue streams, channels, customer relationships, key activities, essential resources, key partners, and cost structure. Click on the image below to review our business model canvas in more detail.
SERVICE IDEA
We identified a need for an organization that serves as a one-stop shop that provides holistic endometriosis care. As you know, any women who menstruate need a monthly supply of tampons or other alternative items to manage their monthly cycle. We decided to utilize these customers' interaction with the system as an opportunity to connect with them and empower them through education. It will help us position ourselves as a unique organization that brings not only monthly products to doorsteps but also educational materials with thoughtful suggestions by clinicians for a special diet, exercises, and alternative treatments. There is also a requirement of an online platform where patients can find doctors, read educational blogs and interact with other women going through the same issues, providing a sense of sisterhood. This is how The O'sis project was born. (O'sis = sisterhood of endometriosis)
O'sis values are sustainability, humanity, and inclusion. Osis's commitment to the environment and society extends beyond the products made and its quality materials, which are carefully sourced and manufactured. O'sis will work on the formula that allows our pads to produce zero impact on the environment as well as on women's bodies. This by-women, for-women community creates non-harmful products for the environment and women's bodies while sustaining a community by promoting work opportunities for women.
THREE HORIZONS MODEL
The three horizons model is a growth strategy framework created by McKinsey & Company that is used to think about a company's future. It provides a common language with which to understand and talk about the different kinds of growth. As part of this effort, we used this approach to brainstorm the short-term, mid-term, and long-term growth and innovation opportunities for O'sis.
