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Salts Healthcare came to Smallfry with an ambition: to redefine the experience of those with stomas and ostomy bags, addressing the recent lack of innovation in stoma care despite its impact on millions of lives.
To achieve this, Smallfry undertook in-depth consumer insights, exploring the lives and experiences of stoma patients and medical professionals.
Our work inspired a company-wide cultural shift toward empathetic design and informed a strategic design direction for Salts’ next line of ostomy products: Confidence BE®.
In subsequent years, Salts Healthcare has seen its annual turnover rise by almost 30%.
Smallfry interviewed both new and experienced ostomates and collaborated with ostomy nurses to gather consumer insights and map the typical user journey and challenges. Over several weeks visiting people in their homes and clinics, our team saw patterns emerge, with many users experiencing similar issues.
Following iterations in the design and development phase, Salts Healthcare were able to launch the new “Confidence BE®” range, which exceeded their 800K sales target within months, selling 6 million in the first year.
Since the product line’s launch, 94% of users surveyed said they would recommend Confidence BE® to a friend, and one user claimed that it “set the standard” for ostomy care.
Through our in-depth research, Smallfry not only informed a strategy that created huge business growth for Salts Healthcare but also inspired a company-wide focus on empathetic innovation.
Salts have now recruited a team dedicated to a continuous pipeline of user-centred innovation, guided by our co-created vision: “Caring, listening, and innovating to improve lives.”
