Stryker's enterprise sales motion had historically been relationship-driven and high-touch. Prospective enterprise customers were brought to Stryker manufacturing facilities for VIP factory tours: a private, premium experience that introduced them to product engineering and built trust before purchase. When COVID hit, those visits stopped overnight, and a critical pre-sale moment in the relationship-building motion went with them.

The challenge was to replace the VIP visit with a digital equivalent that felt private and premium rather than transactional, and that could carry the same relationship-building weight at a moment when face-to-face was off the table. The work also needed to introduce immersive digital capability the org hadn't previously needed, align sales and marketing leadership behind a new motion, and deliver fast enough to matter in the COVID timeframe.

The engagement opened with structured discovery and trust-building before any design exploration began. An initial workshop unpacked the pre-COVID VIP visit experience end to end, identifying the moments that mattered most, the KPIs that defined success, and the gaps that digital could meaningfully address (including analytics and CRM integration).

Subsequent workshops brought cross-functional stakeholders together to co-create a shared vision for the product. The collaborative approach built ownership and reduced downstream resistance. A focused service-design session mapped key touchpoints and surfaced priority moments for deeper design exploration.

Stakeholder and user research informed tailored personas for a non-traditional enterprise audience, while competitive analysis surfaced patterns to follow and pitfalls to avoid. These insights synthesized into early product sketches that grounded the team in a clear, unified direction before detailed design began.