Bringing clear and focused strategy through user-centricity

Product Design
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Omnicell
|
2023
EXECUTIVE SUMMARY
Role: Senior Product Designer & Strategic Advisor
Domain: Healthcare Enterprise Strategy & Systems Alignment
The Challenge: Generic personas and siloed business decisions caused misalignment across engineering and product leadership.
The Solution: Introduced Jobs-to-be-Done (JTBD) frameworks and multi-state journey maps into executive planning.
The Impact: Partnered with a key business leader to integrate user-centered criteria into a major business case, securing approved team funding for 2024.
Jobs to be Done Framework Banner
Jobs-to-be-Done Framework: Grounding feature roadmaps in clinical user outcomes.

Challenges

Product teams operated in departmental silos, leading to disconnected feature decisions that did not address holistic hospital workflows.

Broad User Definitions

The organization used broad persona definitions (such as "Pharmacy Administrator"). These broad labels lacked the operational nuance needed to make precise software decisions.

Siloed Business Decisions

Initiatives were planned as standalone technical deliverables without user-centered criteria to measure business success or clinical impact.

Decision Architecture & Trade-Offs

Decision Architecture: Strategic Alignment Framework

Approach Trade-Offs & Technical Limits Decision Rationale
Option A: Feature Output Roadmaps & Generic Persona Cards Teams relied on broad labels (such as 'Pharmacy Administrator') and built isolated features without understanding the clinical journey. Rejected: Siloed business decisions and lack of user-centered metrics to justify annual investment.
Option B: Jobs-to-be-Done (JTBD) & 3-State Journey Maps Defined precise clinical jobs and built journey maps showing current product state, near-term revisions, and long-term vision. Selected: Aligned executive, clinical, and engineering stakeholders; secured approved team funding for 2024.

Solutions & Multi-State Journey Maps

I introduced the Jobs-to-be-Done (JTBD) framework to refocus the organization on real clinical jobs and operational constraints.

Strategic journey maps showing current and future states
Multi-State Journey Maps: Visualizing current product limitations alongside long-term strategic opportunities.

I created multi-state journey maps illustrating current product state, near-term revisions, and long-term vision to stimulate cross-team alignment.

User success statements workshop artifact
Success Statements Workshop: Defining verifiable user outcomes with cross-functional leadership.

Strategic Funding Results

  • Secured 2024 Product Funding: Partnered with a key business leader to build user-centered success criteria into a major annual business case, securing approved team funding for 2024.
  • Cross-Departmental Alignment: Aligned engineering, product management, and clinical specialists around unified JTBD outcomes.
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Want to discuss this project? Contact Joe at josephnewell90@gmail.com.