CASE STUDY: WS AUDIOLOGY

When should you listen with fresh ears to your closest partner?

Challenge

One of the biggest global hearing aid manufacturers, WS Audiology, approached IS IT A BIRD with an ambitious brief to take a human-centred approach to their key stakeholder; the audiologists, to get a deep understanding of their needs in the current and increasingly competitive landscape.

Approach

We conducted deep interviews, in context, with audiologists and hearing aid users in key markets around the world. By exploring the holistic work-life in the context of the shops, and understanding the audiologists’ relationships with clients, we were able to identify their key needs and pain points within future scenarios and translate this new knowledge into clear recommendations for Widex.

Result

We identified strategic opportunity areas for Widex to create greater value for the audiologists in their future work environment, and by working closely together with the Widex team diffused the new insights and recommendations into the heart of the organisation, from top management to product development.

Putting a deep real world understanding at the core of Widex’ innovation

“This is a gift that keeps on giving, we will be unwrapping the depth of this new knowledge for much time to come”

Lise Henningsen, Head of Audiology, WS Audiology

Challenge

In a rapidly advancing industry, understanding relationships is the key to success.

One of the biggest global hearing aid manufacturers, WS Audiology, approached IS IT A BIRD with an ambitious brief to take a human-centred approach to their key stakeholder; the audiologists, to get a deep understanding of their needs in the current and increasingly competitive market landscape. To find out what motivates them in their work, in what areas they need more assistance, and to identify the opportunities for WSA to support them in staying competitive in the future.

It is a pleasure to work with the team at IIAB, very talented people for both research and design. They involve themselves in understanding our specific business and therefore deliver high value insights to us.

Charlotte Egholm Nielsen, Market Insights Manager at WS Audiology

Approach

The priority for this project was to look ahead in a changing landscape to prepare for a new future, and to convert tacit knowledge into something tangible and usable across the organisation through frameworks and tools.

We took an explorative approach and a global perspective, conducting deep interviews with 12 hearing care professionals in their workplaces and 18 hearing aid users in their homes in the US, Europe and Asia.

We took tours of the HCPs’ clinics, acted out recent appointments and talked about their identities, lives and aspirations in general, to get an understanding of the impassioned parts of their work that get them up in the morning and that they consequently find motivating and easy, as well as the dirty-yet-necessary truths to their work that they had to pull themselves through on a day to day basis.

“Everyone at this organisation felt we already knew the HCPs on a personal level, but what this project does is to make that shared tacit knowledge into something visible, shareable, and actionable.”

Lise Henningsen, Head of Audiology, WS Audiology

Result

IIAB delivered a range of formats from insights to concepts for services and communication, to touch different internal stakeholder groups and to bridge the new learnings with concrete development work.

The focus for the deliverables was to formulate insights that not only highlighted meaningful truths about this important stakeholder group, but that were delivered in a way that would be easy to activate for departments across WS Audiology. In close collaboration with the project team at WSA, IIAB delivered a range of formats to touch different internal stakeholder groups: a strategic storyline and opportunities for leadership; prototyped digital concepts for product teams; onboarding material for new hires; and workshops with nearly 200 employees, to bridge the new insights with the daily workstreams and facilitate the transition to using the new knowledge in concrete development work.

Interested to find out more?
Contact the WS AUDIOLOGY case owner
Katey Diamond
Lead Innovation Consultant, Partner
+45 71 74 51 75 katey@isitabird.dk