PFA Strategy
Design Research, Innovation Strategy, Roadmapping
Global
2020
This global research initiative was conducted to support the introduction of a novel atrial fibrillation ablation technology called Pulsed Field Ablation within a highly regulated and risk averse clinical environment.
Serving as a design researcher, the work focused on identifying unmet clinical needs and strategic opportunities through in depth interviews and clinical ethnography inside electrophysiology labs in North America, Europe, and Asia.
Insights from this research were translated into clear recommendations that informed the product roadmap and directly contributed to the $1B acquisition of a complementary mapping and navigation company. The resulting technology successfully came to market in December 2023.
Project Details
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Support the launch of a novel atrial fibrillation ablation technology entering the market through an existing delivery device with a mixed clinical reputation
Address concerns that the delivery platform could undermine clinician trust, confidence, and adoption despite the promise of a breakthrough therapy
Understand how electrophysiologists evaluate new modalities in real procedural contexts, beyond stated preference or post hoc feedback
Define a strategic path for near term adoption while supporting a credible long term innovation roadmap
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Clinicians acknowledged reputational friction in the existing delivery device, but prioritized procedural fit and philosophical alignment over brand perception alone
There was no singular ablation workflow, as mental models of atrial fibrillation varied widely across clinicians and institutions
These mental models existed along a spectrum from conservative to progressive, shaping divergent needs, risk tolerance, and device expectations
Mapping systems emerged as a critical trust anchor, functioning both as a technical tool and a symbolic signal of legitimacy when adopting new modalities
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Informed a dual track strategy that separated near term delivery from longer term platform evolution, enabling adoption without forcing premature workflow change
Positioned mapping and navigation capabilities as foundational to clinician confidence, shaping integration strategy and future investment priorities
Guided executive decision making through clear need statements and strategic frameworks rather than feature level recommendations
Directly contributed to a ~$1B dollar acquisition of a mapping and navigation company to strengthen procedural integration and clinician buy in
Supported a successful global launch, reframing how atrial fibrillation ablation is performed and evaluated in practice