We created visual frameworks of a procedure to encourage a comprehensive systematic discussion, as well as one in which the physician was fully immersed and comfortable having a detailed discussion via the guided content.
We filled a number of gaps in knowledge, namely points in the experience which have particularly high impact on forming attitudes and driving behaviors.
We identified a variance in approaches: Points in the experience where customer normative expectations (what ought to be) are not met by predictive expectations (what will be).
We also identified where the unmet needs are to improve time, procedure outcomes etc. and where a device may offer the most benefit or be most differentiated.