Design Thinking
Problem
How can organic growth be achieved in an environment that is experiencing increasing pressure from the consumer?
Solution
Create a framework that enables Microbac to identify changes within the industry, assess their potential impact on the company and create scenarios for the future state of the industry.
Process
We started the project by looking at the competitive landscape and conducting interviews with several testing companies as well as clients. We realized that consumers are starting to play an increasing role in the lab testing industry, particularly within food testing. Since we found that food pathogens are expected to drive the largest growth and that salmonella has the highest incidence rate and associated medical costs, we decided to use it as an example to explore the utility of our framework, which we based on Shell's scenario analysis model.
Results
The framework would enable Microbac to continue assessing the changing landscape of laboratory testing, particularly with regards to the increasing role of the consumer. This would enable Microbac to better serve its clients' continuously changing needs while contributing to public health and safety.
