CentroMedico Santagostino


November 2019

Group project with Elena Colombo (User Interviews), Laura Orozco (Strategy/Research), Federico Dal Fo (User Interview/UI), Nare Krmoyan (Research/Documentation), Karthik Rao (Research/Strategy)

Duration: 1 week

My role: User research, strategy, interviews, documentation

Goal: To investigate how patients (both Clients and prospects) perceive a new service offering of Centro Medico Santagostino (CMS) clinics within the Supermarket chain, Esselunga. The idea is to carry out field visits and interviews at the two clinics inside Esselunga (in Rho and Monza) and elsewhere.

ProcessThis was an intensive workshop focused on quantitative and qualitative research methods. We started with desktop and comparative research, then devised hypotheses and questions to answer with field observation and stakeholder interviews with clients, doctors, and clinician staff.

Personal Approach: Using qualitative and quantitative research to uncover people's needs and expectations as well as how aligned these are to the business' goals. 

Secondary Research & Exploration


On Day 1, we started with secondary and desktop research to understand how common medical clinics within supermarkets are in Italy and the rest of the world. We also wanted to understand public perception of both Esselunga and CentroMedico Santagostino individually.


We found that both entities had a generally positive perception. I was able to uncover a couple academic papers regarding the prioritization of values when choosing a medical clinic. This provided one of our most valuable insights as "convenience" was rated "Most Important" by a significant margin in these studies.


User Interviews & Synthesis


Finally, we spent 2 days traveling to two different locations of CMS in order to formally interview staff, doctors, and users. We interviewed in teams of 3, with one person interviewing, another taking notes, and another documenting with photography. Each session took approximately 10 minutes. After each interview session, we discussed insights and observations.

On the last day, we compiled and synthesized all our findings into a 10 minute presentation. We put together a journey map highlighting key pain points and outlining suggestions for improvement. 


Our key findings were that the idea of a fully-functional medical clinic within the supermarket is an extreme idea, met with surprise. However, invariably, it was seen as a convenient idea, especially among younger interviewees. Additionally, currently Esselunga receives the majority benefit of the combined concepts; from interviews and qualitative surveys, CMS staff noticed that most of their clients came primarily for their appointment, but stayed afterwards to shop, rather than the other way around.

Observation & Strategy


Next, we went on-site to one of the existing clinics already located within Esselunga in Monza, Italy. We spent this day observing its physical attributes and informally interviewing staff and clients of CMS to understand their own perceptions and pain points with this novel location. 

We came to understand that although having clinics inside of supermarkets are relatively common in places like the U.S. and U.K., they are still an extreme concept among Italians. 

My team and I put together a script and list of questions based on our observations and research that we wanted to ask prospective clients, staff, and doctors alike in order to further understand the perception of this new service.

Conclusion & Next Steps


Although it was not part of the design challenge, my team and I came up with suggestions for future improvement. These included:

  • Increase marketing to raise awareness

  • Provide notifications about real-time waiting times

  • Client commute or shuttle service to new but physically isolated location in Monza

  • Create a fidelity program with Esselunga as a partner to encourage new clients to make the journey to this location

  • Remove friction between all touchpoints within CMS as a whole