Educational Experience for Patients with Hereditary Coagulopathies

Service Design & User research

Project Overview

Working with a health institution in Colombia, this project addressed low adherence among patients with hereditary coagulopathies. Through deep field research, journey mapping and co-creation with specialists and patients, service design and User research reimagined the experience around therapeutic adherence. Resulting in an educational event that bridged communication gaps and improved health outcomes.

Key insights

• Most patients associate care only with the medical appointments related to hematology, not with nutrition, psychology, or physiotherapy

• There was no shared understanding of “adherence” between staff and patientsPrinted, static communications were failing to build trust or understanding

• Events and education needed to be multisensory, playful, and emotionally resonant, especially for children

Despite offering multidisciplinary care, patients were not following treatment plans. Calls to emergency services remained high, and follow-up care was weak. Research revealed a key issue: specialists and patients didn’t speak the same language, and patients didn't understand the importance of disciplines beyond

Problem identified

Strategic Outcomes & Impact

What Service design and User research did

- 70% interest rate in the event among patients.
- 843 patients engaged, with measurable increase in follow-up outside hematology.
- Decrease in emergency calls and bleeding episodes, documented drop in Hemophilia Level IV bleeding rate from 0.30 (2013) to 0.12 (2020).
- Recognized by Cuenta de Alto Costo for best practices in hemophilia management (2021).

1. Conducted interviews, ethnographic observations and field visits with specialists and patients
2. Built archetypes to synthesize emotional, cognitive, and behavioral profiles
3. Mapped two complete user journeys (child, adult, and caregiver) across an educational health event
4. Identified gaps in language, timing, expectations, and support

Actions implemented

Co-designed an educational event with interactive stations, games, digital touchpoints and printed materials in colloquial language.

• Activities included: tree of life, emotional literacy games, digital kiosks, and physical therapy exercises

• Designed a flow that balanced medical content with human connection, including diplomas, snack time, and recognition ceremonies

Journey map

Double diamond