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Pfizer United States and Europe engaged IBM to lead a series of Enterprise Design Thinking workshops with the purpose of envisioning a future roadmap. This was a unique project as key stakeholders (sponsored users) were in both the United States and the United Kingdom. A well designed agenda, careful scheduling, and live streaming allowed teams in both locations to share their outcomes in real time and build on their ‘big ideas’.

The core deliverable was a series of Journey Maps detailing potential transformative services and products that would most impact key Pfizer personas. Three Journey Maps were created from the workshop’s artifacts and are linked below.