For a graduate class on service design, our brief was to design and prototype hybrid digital-physical services to fix what's broken. We were asked to explore multi-channel services and delve into how these channels and touchpoints play out by making a set of experiments to iterate upon. 


#service design
#generative research
 #survey design and analysis
#research through design


Survey Study

To start understanding the experience of migraines, we sent out a survey asking suffers a variety of questions:

/ What are their symptoms

/ What they do to help their migraines

/ How often they see a doctor

/ How it affects various parts of their daily lives


We received 84 responses and from them, we were able to conclude the parts of people’s lives with which migraines interfered most are their social lives, relationships with family, overall mental health, and commitments at work. Many of our respondents had to forfeit their social life due to their migraines and said that they felt that they were a burden to their family. Their medical expenses were extremely high, and some also had lost the ability to work.


Scenario sampling and Testing

We drew up various scenarios, each looking at a different problem that was brought up by our survey respondents. From this, we concluded that / People appreciated products that help avoid triggers or deal with symptoms and liked the idea of being able to try out such products.


/ They thought it would be helpful to be able to connect with other migraine sufferers about their experiences and line of treatment


/ They liked the idea of having access to expert opinions to get to possible explanations


Concept Building

Our first concept was to create a “migraine-safe space” in which sufferers could interact with one another, seek treatment, as well as get some work done in a neutral space without migraine triggers.


We used a make tool with a migraine sufferer to help us figure out what might be in such a space. The notecards show what the most important features were to this particular participant. We detailed the features:

/ A cafe for migraine sufferers and their friends to come to have a social meeting in an environment that was trigger free.

/ A quiet meditation room

/ An area that could host speakers and group discussion

/ An equipment lending desk to try out various remedies.


We struggled with defining the business model around such a space, so we asked ourselves, “Does it really need to be a physical space?” We looked at our old proposition and evaluated the most important aspects- giving people a platform to try out new treatments and a way for sufferers to share their knowledge with one another. We began to map out how this may play out across a combined digital/physical space.



We prototyped an activity where a user was given a description of our service and presented with a box of items. They were then asked how they felt about the box and what they would expect to happen next. This gave us insight into the flexibility users wanted when creating their box.


Project Outcomes

36 million Americans suffer from migraines and there is no permanent cure. There are a lot of products and treatments but those can costs a lot, adding to the social and professional burdens that come with suffering from migraines. MiBox is a customized and flexible approach to migraine management. Mibox includes a combination of digital and physical touchpoints. Products are delivered to customers' homes to try before investing.


Service model canvas

Thinking through the service model - the key partners, key activities and resources, value propositions, customer relationships and channels, customer segments, cost structure, and revenue streams.


Stakeholder map

Developing the stakeholder map helped us figure out the persons involved. We define their roles, value exchanges, and spheres and how individuals could be brought together into a cohesive service. The stakeholders include medical specialists and pharma companies; alternative healthcare providers, manufacturers, and retailers of products; and various staff to manage operations at MiBox. 


Service Blueprint

We started with the customer journey and the front end-flow before thinking about the back end processes and how they relate and the channels through which our service would be provided.

Prototype website

1. The homepage include a call to action, a brief explanation and testimonials

3. Creating an account - Asking customers to introduce themselves to us

2. A more detailed explanation of how the service works

4. Getting to know the customers' migraine symptoms and triggers through simple icons

5. Confirming their details and providing customized solutions for them to try out. At this point, they can change out a particular product for another one recommended for them.

© 2020 by Shruti Aditya Chowdhury