Impact

Our exhibit was only meant to be up for the client presentation, but due to the reaction from the larger frog community, we kept it up for over a week. C-Suite leadership toured it multiple times, using it as a selling point for potential clients as to the type of thinking and work frog does.

Immunomedics felt that the relationship with frog was so strong, they partnered a second time to design a platform to showcase the voices of women impacted by triple negative breast cancer.

Read the case study here.

Exhibit reception
& exploration

Going beyond the initial exhibit

One of the most impactful element of our exhibit was the audio component; we used the recordings we had of our interviews and edited them down to the most memorable clips. These clips were then layered on top of background sounds that would reinforce their story – i.e., one woman spoke about riding the subway while in chemo, so we adding the faint sound of a subway train in her audio.

Our exhibit was the perfect conduit to beginning an opportunity finding phase with the client; they were able to generate more user-centric ideas and really empathize with their end user.

Because the stories we heard were so impactful, we wanted to create an artifact that would represent their voices once the exhibit came down. We produced a printed book, which included every woman we spoke to.

audio playing excerpts from interviews

artifacts representing stories we heard

hanging posters showcasing key women & caregivers

we also created a manifest so that others could replicate the room

Improving empathy in triple negative breast cancer care

Shining a light on voices so often not heard during cancer care and treatment

Immunomedics, a leading innovator in immunotherapy, approached us to help bring the stories of their patients to life. As they prepared to launch a groundbreaking new therapy for women with triple-negative breast cancer, they sought a deeper connection with both patients and caregivers.

Our challenge was to apply service design, design thinking, and research methods over an eight-week period to identify opportunities for reaching both current and potential patients and doctors.

Applying empathy to our initial research approach

We spoke with three key groups — cancer survivors and patients, caregivers, and cancer research specialists. Their insights were invaluable in shaping meaningful recommendations for Immunomedics, especially as many of us were new to the complexities of cancer care.

The stories we heard were powerful and emotional, and we wanted our client to truly feel their impact. A slide deck alone couldn’t capture the strength and resilience of these incredible women and caregivers. So, we transformed our research into an immersive exhibit — the closest thing to experiencing their stories firsthand.

Since making an exhibit was not part of our original scope or budget, we used what we had on hand, or what we could procure. We took over a conference room within frog, and made vignettes that would represent each person we talked to. For example, one of our participants talked about running marathons, so we used a bib that a team member had.

Along the back wall, we projected a journey map with audio describing stages of the cancer journey.