Stryker Virtual Experience

Reinventing the VIP Experience

Preserving Enterprise Sales Relationships During COVID

A private, high-touch digital experience that replaced in-person VIP manufacturing visits and enabled Stryker to sustain enterprise sales engagement during pandemic disruptions.

Engagement Lead

I helped Stryker adapt a relationship-driven sales model to a fully remote context during COVID.

Product & Service Design Lead

I led discovery, service design, and end-to-end product design for the digital VIP experience. I established trust with stakeholders through structured workshops, led discovery and vision alignment, and translated complex sales, relationship, and operational requirements into a coherent digital experience from early exploration through a launch-ready solution designed for high-value enterprise customers - all at the height of the pandemic.

Challenge

  • COVID eliminated in-person VIP visits to Stryker’s manufacturing facilities

  • The VIP visit was a cornerstone of enterprise sales, trust-building, and product demonstration

  • No existing digital tools could replicate the intimacy, exclusivity, or impact of on-site experiences

  • Acute Care sales depended on face-to-face interaction in an industry under severe disruption

  • The solution needed to feel private, premium, and relationship-centric; not transactional

Goals

Preserve

deal velocity and conversion in the absence of in-person visits

Replace

VIP manufacturing tours with a credible digital alternative during COVID

Enable

exclusive, high-touch engagement for high-value enterprise customers

Align

sales, marketing, and operations around a shared product vision

Introduce

analytics and CRM integration to support sales effectiveness

Why This Approach Was Different:

image

Rather than rushing to replicate the factory tour digitally, the engagement began with shared understanding and trust-building. An initial workshop unpacked the pre-COVID VIP visit experience end to end—identifying the moments that truly mattered, 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. This collaborative approach ensured alignment, built ownership, and reduced downstream resistance. A focused service-design session then mapped key touchpoints and highlighted priority moments for deeper design exploration.

Stakeholder and user research informed the creation of tailored personas for a non-traditional enterprise audience, while competitive analysis helped identify effective patterns and avoid known pitfalls. These insights were synthesized into early product sketches that grounded the team in a clear, unified direction before moving into detailed design.

Strategic Deliverables

  • Discovery workshops mapping the pre-COVID VIP visit experience

  • KPI definition and identification of analytics and CRM requirements

  • Co-creation workshops establishing a shared product vision

  • Service blueprint identifying critical touchpoints and moments of value

  • Stakeholder and user research informing enterprise personas

  • Competitive analysis of adjacent digital and hybrid experiences

  • Comprehensive product research and analysis of tutorial track for medical practitioners

  • Created digital twins of Acute Care product line, effectively demoing key features remotely during the pandemic
image

Outcomes

Launched a private digital VIP tour and showcase experience

for high-value enterprise customers

Effectively replaced high-touch in-person VIP visits during COVID

preserving a critical sales motion

Preserved deal velocity and conversion

despite the loss of on-site engagement

Enabled Stryker to continue relationship-driven enterprise sales

during peak pandemic disruption

Supplemented remote showcase capabilities post-COVID

by establishing a replicable digital foundation

About

COVID presented a wicked problem for Stryker. This case study reviews how Nick established trust with a series of design workshops and designed an innovative solution that revolutionized the way the client did business in an industry decimated by the pandemic.

Impact at a Glance

  • In-person VIP experience successfully reimagined for a remote context

  • Enterprise sales momentum preserved during COVID disruptions

  • High-touch, private digital experience launched for key customers

  • Analytics and CRM considerations introduced into a previously analog process

Role