Validating telemedicine with a top health insurance provider

OSDEBuenos Aires, Argentina2019
Design Sprint

The challenge

Will OSDE’s doctors adopt this digital platform as part of their everyday work?

OSDE has worked for over 45 years to bring a unique healthcare service to over 2 million customers. Recently the company has been working hard to create a new ecosystem of mobile apps to bring a more efficient, agile, and practical service to their customers and doctors in their network.

In Argentina, the medical sector hadn’t seen many advances in the digital world, although there was much interest in making doctor-patient interactions more agile, organized, and monetized.

The OSDE team had ideas for multiple tools that they wanted to translate into digital products. For this particular project, they wanted to create a product that could be used daily with the goal of improving patient-doctor relationships and giving doctors more efficient options for managing patients.

This was a perfect challenge for the Design Sprint methodology. We've been working together with Litebox, our development partners, and OSDE since 2019. We joined forces with them and design partner Purple Bunny to create an all-star Design Sprint team.

“We were basing our hypotheses on our own perceptions and we didn’t have enough outside viewpoints.”

Jorge Marino

Product Manager and Decider, OSDE

The solution

Run a Design Sprint to validate OSDE’s new value proposition

Week 0

Research & Preparation

Our Sprint team included:

  • Product Manager
  • Product Owner
  • Chief of Medical Emergencies
  • Chief of Contracts
  • Scrum Master
  • Business Analyst

Each person’s input across OSDE’s diverse team allowed us to get a 360 degree view before starting the Sprint.

Week 1

Design Sprint

Day 1 and 2 - Workshops

Through the structured activities of Day 1 of the Design Sprint, we aligned on a common challenge. These are the Sprint Questions and 2-year goal that were defined:

The second day of the Design Sprint workshop culminated in a storyboard of a landing page which explained in detail each of the 4 features.

  • Appointment scheduling
  • Medical history
  • Video appointments
  • Digital prescriptions

We chose to focus on these 4 tools, because we knew that these were the places where we’d find the most resistance from doctors. The more challenging the solution we choose to tackle in the Design Sprint, the better the results.

It was equally important to focus on the visual elements and the copy so that the users could understand exactly what each of these new tools was all about.

After 2 long days of workshopping, we were ready to start designing the solution and recruiting users to test it out.

Day 3 - Prototyping

In just one day, our designers created a high-fidelity landing page with screenshots demonstrating how each feature worked.

Day 4 - User testing

The moment of truth arrived on the fourth day — user testing. We were ready to test our simple, clear and attractive design.

Recruiting users wasn’t easy at all — doctors are busy, especially the week before Christmas. We managed to find 5 doctors in different disciplines.

We used theRainbow Spreadsheet, a user experience research method, to take notes and process feedback during the user tests and find patterns in relation to our proposed solutions.


Think that video appointments could be useful in certain cases to optimize time.


Frustrated with the current use of WhatsApp to contact doctors, which takes up time and isn't billable.


Had a positive view of the option for online prescriptions.


Think that the medical history feature is a fantastic tool and would use it to access previous medical exams.


Had a positive view of the dashboard section with statistics about the doctor’s office.

The user test results showed the exact opposite of our pre-Sprint assumptions. That’s why we love this methodology — it demolishes any preconceived notions.We couldn’t wait to get it all into a report to share with OSDE.

“We assumed that doctors don’t want to offer video appointments, and the tests demonstrated that they want to start trying them.”

Jorge Marino

Product Manager and Decider, OSDE

The results

A clear vision of how to implement telemedicine

We translated all of the results of the Sprint and user testing into a report so that the OSDE team could follow our recommendations and next steps. This process helped them clarify their vision and identify their doctor's real needs. They have a long way to go, but knowing they're going in the right direction - in a single week of high-fidelity prototyping - is the most efficient and productive way to kick off this product.

Right now, video appointments and digital prescriptions are critical for enforcing social distancing and not saturating medical centers, urgent-care facilities and hospitals. We love that we were able to participate in a project like this that has immediate, visible benefits for the community, and we hope that OSDE is able implement their solutions soon.

“We saw incredibly valuable results in a single week. Now we have tons of information to start implementing, and we already want to do another Design Sprint.”

Fernando D'Ambrosio

Product Owner, OSDE

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