After digesting all the research insights, it was time to sit with CBR Genomics’ team to ideate on the service side of the VPC. Focusing on the insights considered most relevant, we generated several ideas that could target those needs, pains, and gains.
In order to test the concepts developed for the parents during ideation and further explore the parents’ opinion towards a service of this kind, we conducted a Design Sprint. Throughout the week, the team reflected on assumptions, benchmarked the concepts, prototyped several website pages that included the ideas (a Q&A page and a filtering criteria page), and tested them with real people.
Since this is a service that touches on a complex and unknown topic, we felt the need to take a step back and include more general information. This way, and with some research results incorporated into the prototype, parents could also give a more focused opinion on how the service is presented.
At the end of the week, we managed to collect a new set of valuable information that came to provide additional direction for CBR Genomics. From understanding the necessity of extreme transparency on every decision made by the service provider and why, to the fact that parents appreciate videos with professionals due to the credibility, comfort, and closeness it transmits. In addition, the filtering criteria for the genetic exam were not understandable for parents, and, therefore, they need further iteration.