Experimentation
I leverage experimentation tools and mindsets to de-risk design work, freeing teams to build as a way of learning, refining, and improving solutions over time.
De-Risking Patient-Centered Innovation
Abbvie Pharmaceuticals (for Accenture)
Challenge
Help AbbVie’s 17 pharmaceutical brands innovate confidently while managing risk and fostering cross-functional collaboration to align with their patient-centered mission.
My Role:
Innovation Strategist – Facilitated client design process and ideation sessions, guided experiment development and deployment, and synthesized findings into new concepts for experiential innovations.
Team members:
Visual Designer
Junior Innovation Strategist/ researcher
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Facilitated workshops with cross-functional brand teams, including marketing, product development, and medical affairs, to reframe business challenges into human problem statements.
Unified diverse teams around shared goals, fostering collaboration and aligning focus on patient and healthcare provider needs.
Identified critical unknowns for each challenge, ensuring teams were equipped to prioritize areas for exploration and experimentation.
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Developed lightweight experiments tailored to de-risk key aspects of innovation. Examples include:
Shadow websites tested assumptions about patient preferences and content effectiveness.
A/B campaigns evaluated marketing strategies targeting HCPs.
Prototyped tools simulated pre-appointment assessments to improve HCP-patient communication.
Guided teams in using real-world data to refine solutions, balancing experimentation agility with strategic alignment.
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Consolidated experiment findings into comprehensive, actionable recommendations for product development.
Organized handoff sessions with internal and external development teams to transition validated solutions seamlessly into implementation.
Provided leadership in creating a replicable framework for de-risking innovation across AbbVie’s portfolio.
Project Overview
Project Highlights
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Led Workshops to Identify Human-Centric Problems
Ran workshops with 17 brands to help them identify the human-centric problems at the core of their business challenges. Guided them in shifting their focus from business needs to user needs as the primary driver for their objectives.
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Introduced Hypothesis-Framing and Experimentation
Introduced inspirational materials to help the brands frame hypotheses on how they could improve the patient experience within their brands. Supported them in designing lightweight experiments to test these hypotheses.
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Developed Concepts Based on Experimentation Learnings
Collaborated with the brands to develop concepts for new digital and physical experiences—ranging from products to digital assets—that addressed their identified human problems and ultimately solved their business challenges.
