INITIAL ANALYSIS

The project began with a teardown and SWOT analysis of existing products from Salts Healthcare and their competitors, providing a baseline understanding of current offerings. Although this initial process gave us some helpful insights, it was critical we got the true opinions of the most important people involved: the patients and expert carers.

ENGAGING USERS THROUGH COLLABORATIVE WORKSHOPS

Smallfry interviewed both new and experienced ostomates and collaborated with ostomy nurses to gather consumer insights and map the typical user journey and challenges. Over several weeks visiting people in their homes and clinics, our team saw patterns emerge, with many users experiencing similar issues.

The final approach to understanding these issues involved finding a patient advocate to set up a social media group and host workshops at the Smallfry design studio. This provided the ostomates with a safe, collaborative environment to share their experiences.

STRATEGIC RECOMMENDATIONS

All the findings from the project so far were organised into key areas – preparation, usage, removal – and presented in a visual format, which guided a stage-gate process for development and innovation.

VOICE OF THE CUSTOMER GOALS

For example, our research uncovered the emotional resonance of colour in ostomy care, which emerged as a top priority for many ostomates seeking greater discretion and personal expression. By transforming user insights into actionable strategies, Smallfry delivered concepts in white, nude and black, showcasing our ability to drive meaningful, user-centred innovation for clients.

PRODUCT LAUNCH

Following iterations in the design and development phase, Salts Healthcare were able to launch the new “Confidence BE®” range, which exceeded their 800K sales target within months, selling 6 million in the first year.

Since the product line’s launch, 94% of users surveyed said they would recommend Confidence BE® to a friend, and one user claimed that it “set the standard” for ostomy care.

ONGOING IMPACT

Through our in-depth research, Smallfry not only informed a strategy that created huge business growth for Salts Healthcare but also inspired a company-wide focus on empathetic innovation.

Salts have now recruited a team dedicated to a continuous pipeline of user-centred innovation, guided by our co-created vision: “Caring, listening, and innovating to improve lives.”