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Voice of the Customer
Description of
customer segment
(e.g., size, type)
What pain points or needs did
you observe?
Supporting quotes from customer
research/interviews highlighting need and
willingness to pay
Librarian
(buyer)
Medical librarians
working in medical
schools, teaching
hospitals, and non-
teaching hospitals
Budgets generally flat or
decreasing
Dislike of large collections
Interest in providing multimedia
Offline and mobile access
important
“I would like to be able to deliver Dr.
Barash’s book to the residents
electronically. . . It is somewhat difficult
to read . . . on the Ovid ebook platform.”
Program
Director
(Residency
Director too)
(influencer)
Residency program
directors seeking
to support resident
learning and
resources for
curriculum
Residents rely excessively on UTD
Number of resources
overwhelming
UTD is one opinion, residents
don’t question it
Helping residents make
connections, e.g., didactic and
clinical; across rotations
“
to click a link in your textbook to put you
to another [refresher] textbook would be
amazing. People would do that!
”
“having a textbook page such as this
[HL
concept]
would likely encourage residents
to use books more than they currently do,
given the ease of access and linkage to
other resources. “
Resident (user)
End user, looking
for content to
support learning,
clinical decisions,
and board prep
Very little $ for discretionary
purchase
Good questions for board review
Textbooks still valuable, but
print is not portable
Offline access critical
“A textbook is still the most efficient way
we have to learn information . . . a portal
that organizes the information better
would make sense.”
“The LWW Solution sites were difficult to
navigate.”
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