Envisioning the birthing clinic of the future
Concept scenario shows how service, space and product qualities combine to support a shared experience for parents
Insights built a framework of understanding for both the clinical and lifestyle journeys that coincide during a pregnancy
Envisioning the birthing clinic of the future
Celebrating Pregnancy Bringing joy to the experience of
becoming a parent
The joy of having a baby is usually overshadowed by a highly technological and impersonal healthcare experience that usually takes place in a hospital setting. fuelfor have designed a birthing clinic that offers a caring environment and supportive services to welcome new parents.
Client: Philips Healthcare, 2007
Challenge
Pregnancy should be a joyful health experience, but is often de-humanized by technology in care settings that trigger people’s anxieties. How can the experience be humanised whilst maintaining the safety and reassurance also required from the service?
Insight
Identifying where family lifestyle and clinical processes create tensions throughout the pregnancy experience, from preparation to each trimester and post-delivery, reveals opportunities to design a more comfortable and effective pregnancy care journey for the family-to-be.
Result
An experience prototype ultrasound screening suite and service for the family to celebrate the pregnancy experience in a safe, memorable and comfortable way; a provocative vision expressed through design that enabled the healthcare industry to reflect, debate and choose for their preferred future.