Designing New Parental Leave Journeys

AstraZeneca North America wanted to improve the Leave Experience for their employees who adopt and give birth – made much more complex with the Pandemic. We coached their Product Team as they segmented colleagues into 5 different personas by the kind of Leave experience they were having and taught them key research tools and methods. We helped them map journeys and discover the Moments that Matter. The insights gained were often surprising and powerful. The team turned these insights into Wow Moments which were then prototyped and tested. The Product Team also learned powerful new ways to research, define and ideate for future journeys.