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From Devices to Experience: Designing Service Innovation for Philips
Philips
2025.1-2025.5
Service Design, User Research
YEAR
2025
Client
Philips Respironics
Industry
Healthcare
Overview
This project was a collaboration between Philips Respironics and the Carnegie Mellon Corporate Startup Lab, aiming to restore brand trust and identify new revenue streams in the competitive respiratory care market.
Our team proposed four solutions, supported by industry research, to enhance the DME customer experience and help Philips transition toward becoming a service- and platform-oriented company in the healthcare industry.
Outcome
The latest version launched on September 11th with the most updated PE.
Stakeholder interviews
+
Uncover pain points in customer support, data management, and clinical training.
Competitor Analyses
+
Identify industry advantages in digital services and measure gaps Philips could address.
Generate solution concepts
+
evaluated through a structured scorecard, and prioritized 4 key directions.
Problem
Philips Respironics, after the 2021 product recall crisis, faced significant challenges in brand trust and market competitiveness.
Short-term goal
Improve customer experience for Durable Medical Equipment (DMEs) and generate new revenue.
Long-term goal
Position Philips as a service- and platform-oriented leader in the healthcare industry.
Research
Approach
11 internal stakeholder interviews
4 external stakeholder interviews
12 competitors analyzed
15 ideas generated → 4 prioritized recommendations
Key Insights
Patients have low brand loyalty → DMEs drive brand choice.
Post-sales support is slow and fragmented → DMEs carry heavy burden.
Competitors differentiate with connected platforms + digital services.
Solution
01 Data Monetization
Monetize de-identified & synthetic health data ($8.8B market).
Target buyers: researchers, insurers, big tech (Apple, Fitbit).
02 Tiered Membership Program
Pinnacle Partner: Strategic DMEs, priority clinical + business support.
Clinical Excellence: Clinically focused DMEs, training + education.
Performance Plus: High-volume DMEs, operational efficiency.
03 EHR LightBridge
Lightweight integration layer to connect Philips devices with fragmented hospital EHR systems.
04 AI Solutions Suite
Predictive Maintenance: Reduce downtime, enable remote repairs.
Product Recommender: Optimize inventory & purchasing trends.
Personalized Policies: Risk-based warranty & pricing offers.
Evaluation
Data Monetization → Low cost, fast return
Tiered Membership → Medium cost, strong loyalty driver
EHR LightBridge → High cost & risk, long-term differentiation
AI Integration → High strategic value, future growth
My contribution
Journey mapping for physicians, patients, and DMEs
Competitive analysis (ResMed, Apple, Inogen).
Visual frameworks (value flow, membership tiers, AI strategy).