Experience

CASE STUDY

MB Bank

Customer-Centric Innovation: MB Bank’s Journey in Creating Personalized Experiences

Challenge

Since 2018, Prophet has partnered with MB Bank on its transformation into a digital-first, customer-centric global bank. Following a brand refresh, MB Bank has embarked on a series of growth initiatives across its brand, marketing, digital and retail experiences, helping it reach over 30 million customers and more than 300,000 corporate clients. Named Vietnam’s most valuable brand by Brand Finance, MB Bank’s digital banking experience now leads the market.   

Building on the success of its digital banking app since its launch in early 2020, MB Bank strived for greater differentiation across its private and mass retail segments. To help achieve their ambition, Prophet partnered with MB Bank to collaboratively develop two personalized digital experiences for these target segments. 

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation. 

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Solutions

To develop distinctively personalized experiences, our team first conducted extensive customer research to identify two key target segments:  

  1. MB Private: High net worth individuals who are more focused on wealth management and lifestyle needs
  2. MB Mass Retail: Mass customers who are largely digitally savvy Millennials and Gen Z with general banking needs  

We then mapped out the current customer journeys to uncover key pain points and opportunities across both physical and digital engagements. By analyzing the current customer experiences, we diagnosed loopholes and fragmented pieces within the existing user journeys that needed to be augmented.   

We explored industry trends and best practices from traditional banks and fintechs to pinpoint and define standout features tailored to each of MB Bank’s customer segments—such as wealth portfolio overviews, personalized spending insights, gold investing, and gamified loyalty programs. With these, we developed a clear UX-led information architecture (also known as the sitemap) and prioritized high-impact signature features. We then moved into an agile design process, rapidly iterating User Interface (UI) designs with continuous feedback from product owners to ensure a seamless, future-ready experience. 

Impact

+10M

Android app downloads as of 2025

32M

App users as of 2025

#2

Most downloaded app in Vietnam (2024)

Two Segments, Two Design Languages  

By combining strategic foresight with master-brand precision, we translated distinct customer needs into two UI design languages. For the private segment, we created a luxurious, confidence-driven interface featuring brass metallics, refined typographic-usage from the master brand, and purposeful negative space for accessibility—all embodying exclusivity and bespoke services. For the mass retail segment, we developed a vibrant, tech-forward system with fluid gradients inspired by the master brand palette.    

Strategy in Every Pixel  

This system uses bold sans-serif fonts and dynamic micro-interactions to enhance accessibility and loyalty engagement through educational and gamified features. Our strategic design process ensured that every UI component, from data visualization to navigation, aligns with each segment’s financial behaviors. As a result, we delivered two scalable design systems where strategic intent and brand authenticity live in every pixel. 

Best-in-Class Banking Experience for All

Prophet helped MB Bank launch two distinct digital app experiences—each designed to meet the unique needs of its Private and Mass Retail segments in design, features, and user experience.  

The MB Private app successfully launched in June 2023, giving the bank a first-mover advantage over competing banks for Vietnam’s private customers. The enhanced Mass Retail experience followed later that year, offering a refreshed, digital-first journey for a broader experience.  

The partnership continues as Prophet supports MB Bank in elevating its digital platforms to deliver best-in-class experiences for all MB Bank customers. 

CASE STUDY

MB Bank

Creating a Digital Banking Powerhouse

Background

MB Bank wanted to triple its customers. And as new competitors crowded into the Vietnamese banking market, the 25-year-old company knew it needed a clearer identity, a fresher look and the ability to engage increasingly digital customers. Its goal was to become one of the three largest banks in Vietnam, providing the best customer experience in the category.

Approach

Prophet wanted to help MB move from early-stage transformation, with investments in the pilot stage, to true digital integration.   

We developed a multi-year strategy and growth plan, which included identifying and segmenting target customers, developing growth moves, running user experience sprints, and supporting a new innovation lab.  

After identifying the three customer segments most likely to drive growth. We then dove deep into the needs of MB’s customers, developing a series of transformative growth moves to attract these new audiences. With a clarified value proposition, we:

  • Reimagined its digital banking app
  • Designed a simple, powerful and accessible referral program
  • Launched a first-in-market family banking offer

Impact

With Prophet’s support, MB has transformed into a modern bank. It’s become intentionally disruptive. Digital thinking is now native in its people, processes and technology in every business unit, helping it gain advantages over both conventional and fintech competitors. Its digital-first and customer-centric offers have helped it add over 30 million new customers, propelling the organization into a new era of growth. The updated app became the #2 most downloaded in Vietnam.

#1

Most Valuable Brand in Vietnam within two years of digital transformation

1 in 2

Adults use an MB account

32m

App users as of 2025

#2

Most downloaded app in Vietnam (2024)

“We are delighted to have a trusted strategic partner in Prophet, and they have played a crucial role in our very important transformation journey. We are very proud of our modern look and feel. We evolve towards becoming a digital-first bank, and it has been very well received in the market.” 

Mr. Thai
Chairman of the Board of Directors of MB Bank

BRAND TRANSFORMATION

Creating and Launching a New Brand to Tell MB’s Transformation Story

SEE OUR WORK

RETAIL BANKING

Redefining Retail Banking: MB Bank’s Journey to a Digital-First Future

SEE OUR WORK

CUSTOMER CENTRIC INNOVATION

Customer-Centric Innovation: MB Bank’s Journey in Creating Personalized Experiences

SEE OUR WORK

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CASE STUDY

MB Bank

Redefining Retail Banking: MB Bank’s Journey to a Digital-First Future

Challenge

In 2019, MB Bank initiated a multi-year transformation program to become a digital-first, customer-centric bank with an ambitious target for growth. With a rejuvenated brand platform, MB Bank set out to transform its retail banking experience. 

To achieve its ambition, MB Bank’s retail branches and auto-banking need to not only offer traditional banking services, but also integrate a digital, O2O customer experience to acquire new customers and enable digital banking. Prophet was appointed to create and implement a digital-first customer experience for MB Bank’s retail branch network. 

Solutions

We began with an in-depth audit of MB Bank’s existing retail banking experience. Combined with a competitive audit and best practice industry analogs globally, we identified opportunities to address customer pain points and innovate several “industry-first” as well as new experiences across their journey.

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation. 

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Through PlayStudio sessions with MB Bank’s key stakeholders, we developed a compelling Customer Experience (CX) vision and principles, initial transformation ideas as well as a design direction that guided the development of a new experiential retail design, signature touchpoints and experience transformation.   

Our work culminated in the development of signature experiences and the creation of a new auto-banking concept—the MB SmartBank. With the signature CX moves and designs developed, the final step was to conduct an in-market pilot. We developed execution plans to guide the roll-out and necessary changes in the day-to-day operations. To empower change, we also developed KPIs to measure success, along with staff workflows and detailed job descriptions for the transformed roles in the retail branch and MB SmartBank. 

Results

The new MB Bank app and the MB SmartBank were successfully launched in key pilot locations as one milestone of many towards achieving MB’s ambition of being a digital-first, customer-centric bank. 

Impact

+30m

New customers since launch (as of 2024)

#2

Most downloaded app in Vietnam (2024)

#1

Most Valuable Brand in Vietnam within 2 years of digital transformation

MB SmartBank, Reimagined

Designed for a new generation of young, digital-savvy users, the MB SmartBank is a multifunctional auto-banking lobby. Open 24/7, it empowers customers to easily manage everyday transactions through intuitive digital tools and immersive touchpoints.  

Signature Moves and Service Design

We translated MB Bank’s CX vision into signature moves across the customer journey, and developed detailed service blueprints to show the transformation of the end-to-end banking experience across the front and backstage. 

A New Standard for Retail Banking

Our creative team developed visual and spatial designs for the different branch types across MB Bank’s retail network, including the MB SmartBank. The designs showcased MB’s digital transformation efforts and established MB as the leader of -digital and customer-centric banking, the first-of-its kind in Vietnam.

CASE STUDY

Dentsply Sirona

Intelligent by Design: Shaping the Future of Digital Dentistry with AI

Challenge

Dentsply Sirona, the global leader in dental equipment manufacturing, knew it needed to tackle the challenge of digital and AI transformation head-on and evolve from an original equipment manufacturer into a software-centric organization. In an industry typically slow to change, Dentsply Sirona aimed to reimagine digital dentistry from the ground up and asked Prophet to help design a best-in-class inter-operable user experience, scalable across its comprehensive ecosystem of platforms and devices.  

The goal was to revolutionize experiences for both dentists and patients, integrate artificial intelligence and transition to cloud computing. Such an extensive overhaul would be essential to maintain its industry position at the forefront of innovation.  

Solutions

Partnering with Prophet, Dentsply Sirona embarked on extensive user research to understand the specific needs of three key audiences: laboratories, dentists and patients. Our teams then developed a shared design language system to govern digital interactions for all its products and services, helping the organization take that first step toward a unified user experience and enabling the strategic deployment of AI across multiple touchpoints.

This intuitive design system emphasizes ease of use and robust, medical-grade functionality, which is crucial for enhancing adoption and integrating seamlessly into diverse dental workflows. Our design system acts as a foundational toolkit that streamlines the development of digital dentistry products throughout the organization and enables rapid feature updates and deployments.   This design system became the backbone for delivering intelligent experiences, with embedded AI copilots that support real-time decision-making, enhance productivity, and personalize the journey for both patients and practitioners. 

Key AI-driven features included: 

  • Proactive appointment management through predictive AI tools that optimize scheduling and reduce no-shows 
  • Outcome visualization tools that use AI to simulate dental procedure results, helping patients better understand and engage with treatment plans 
  • Voice-enabled clinical notetaking, leveraging natural language processing (NLP) to streamline documentation and free up practitioner time 

The recent unveiling of DS Core, Dentsply Sirona’s central cloud-based solution developed in collaboration with Google Cloud, has significantly enhanced its digital offerings. DS Core integrates digital workflows, connects Dentsply Sirona equipment to multiple devices and ensures high security, automatic updates and easy access. 

“With an intuitive and scalable design system, Dentsply Sirona can ship user-friendly applications on multiple hardware for various users faster and realize its vision of a seamlessly integrated digital ecosystem for next-generation dentistry.”

Layla Keramat, Partner, Prophet

Results

This shift positions Dentsply Sirona as a pioneer in shaping the future of dental care delivery. The new design system has accelerated time to market, enabling Dentsply Sirona to streamline the development process for the DS Core platform and its suite of products and services. This efficiency is proving vital for maintaining a competitive edge in this rapidly evolving field.  

Additionally, the unified, intuitive, AI-powered user experience across devices has created a seamless interaction model that enhances usability and strengthens brand coherence. By integrating cutting-edge technology into patient care and practice management, Dentsply Sirona is primed to set new benchmarks position itself as a leader in intelligent dental innovation, and drive innovation in this new era of dental care excellence. 

Client Testimonial

“I was impressed with the velocity and cross-collaboration of the team. We never could have moved this quickly without the support from Prophet.”

Manfred Müller
Vice President, Software Engineering & UX

CASE STUDY

International Health Partners

Reimagining a software system to drive growth and global impact

Challenge

International Health Partners (IHP) is a global NGO committed to providing quality, long-dated medicines to disaster-hit and vulnerable communities worldwide, regardless of location or demographic.​ In pursuit of this mission, IHP developed Boaz, a cutting-edge product donations management software designed to enhance efficiency and compliance in the donations process. However, IHP encountered a significant challenge in actualizing its growth ambition for Boaz. Seeking to transform the software into a driver for expanding global access to medicines and generating a sustainable revenue stream, IHP sought assistance from Prophet.

Solutions

With a multidisciplinary team, Prophet set to work to support Boaz’s growth ambition focusing on brand enhancement, user experience refinement and operating model optimization.    

Collaborating closely with the IHP team, we conducted a strategic review of Boaz’s brand and user experience, with the aim of elevating its customer journey to a premium, scalable level while ensuring operational sustainability. This involved the development of a comprehensive Boaz customer experience map, meticulously detailing each step of the user journey. Through iterative testing and refinement with Boaz users, we ensured that every interaction with the platform was intuitive, efficient and aligned with IHP’s mission.

We then crafted four distinct brand territories, leveraging Boaz’s strengths and unique differentiators to create a compelling brand positioning statement that effectively captured its purpose and promise. This involved communicating Boaz’s impact, engaging Corporate Social Responsibility (CSR) and Environment, Sustainability and Governance (ESG) teams and maintaining visual cohesion with the overarching IHP brand.

Moreover, we equipped the IHP team with the operational organization setup necessary to bring Boaz’s vision to life. Through capability assessments, a detailed 5-year roadmap and financial modelling, we provided actionable insights to guide Boaz’s growth trajectory and ensure long-term success.  

Results

Armed with the expertise and resources provided by Prophet, the IHP team seamlessly integrated Boaz into their operations, utilizing the materials and support across various initiatives, from sales pitches to committee budget reviews. Boaz’s webpage is also now live, marking a significant milestone in their journey towards expanding global access to medicines. 

Client Testimonial

“The comprehensive support provided by Prophet, spanning from the brand guidelines to pitch formulation and customer journey mapping, has left us with a clear roadmap for our next steps. We now have a solid foundation and actionable insights to drive Boaz forward and maximize its potential.”

Colleen Harrison-Dodds
Director of Compliance and SaaS at International Health Partners

CASE STUDY

Vialto Partners

Helping a 170-year-old brand gain new ground in global mobility​

Challenge

Pricewaterhouse Coopers (PwC) has been a well-respected professional services network and thought leader for over 170 years. In response to the rapidly changing needs of global workforces—and in partnership with a Private Equity sponsor—PwC identified a unique opportunity to unlock greater value through the spin-out of a dedicated global mobility business. So we combined Vialto Partners’ vast global reach and institutional credibility with the vigor, speed, and ambition of a CD&R Capital -backed NewCo—creating a hybrid solution designed to capture growth and maximize enterprise value from day one. 

Solutions

As part of the Vialto launch, we weren’t just launching a website—we were building the brand foundation for a newly independent, CD&R Capital-backed company. Following a comprehensive discovery phase, a key finding among Vialto’s employees and clients was the deep belief that global mobility has the power to be a force for good. Guided by both cultural insight and investor ambition, we helped Vialto Partners shift their frame of reference from offering Global Mobility Services to Global People Solutions—supporting the firm’s human-centric mission and expanding the brand’s relevance and commercial scope. 

The MVP site comprehensively positioned Vialto Partners as trusted experts—critical for a Private Equity-led spin-out aiming to reassure clients and accelerate market credibility. That effort began with the name. The NewCo brand name needed to be forward-looking and communicate the company’s ambition while honoring the legacy and expertise that shaped it. The crossbar of the “A” in Vialto evokes a bridge, depicting a sense of connection and upward momentum, while the bespoke and extended typeface conveys a sense of gravitas, trust, and expertise—striking the right balance between innovation and stability. 

For the website, we laid out the Vialto story in a scannable, hierarchical way that unfolded a breadth of offerings—reassuring potential clients, investors, and partners that although this was a new company, it was far from an unknown entity. We established a future-ready design system that could scale with the business—essential to the Private Equity sponsor’s growth thesis—while maintaining accessibility best practices throughout. Then we built day-one launch anticipation through commercials, sizzle and campaign videos, paid search, and a variety of content across social media outlets—driving visibility, engagement, and early pipeline momentum. 

Results

With proven results from the first phase, we are currently working on their 2.0 launch and beyond. We continue to interview stakeholders to get a holistic view of what works, what needs improvement and business goals that the web experience should address.   

A three-phase road map was developed to design and implement a strategic taxonomy system and to introduce languages and customized content for different global regions. Thus, further personalizing and improving the user experience for Vialto Partner’s customers. 

Impact

48M

Viewable impressions 2.5 months after launch

79%

Increase of traffic within 3 months from launch MoM 

100+

Interactions 2.5 months after launch

CASE STUDY

Resilience Education

Harnessing brand experience to help formerly incarcerated people

Challenge

Resilience Education is a nonprofit organization that aims to stop incarceration cycles by improving employment outcomes and re-entry success through high-quality business education. Since 2011, the organization has graduated 500+ individuals from five correctional facilities across New York and Virginia, with early data revealing that 93% of program graduates stay out of prison for at least three years.  

The nonprofit aspired to expand its program nationwide and build a new digital platform to support formerly incarcerated people on their reentry journeys. To achieve these long-term aspirations, the organization enlisted Prophet to help it develop an overarching brand strategy that codified a new vision for the organization and rethink the brand positioning, expression and onboarding experience for its new digital platform.  

Solutions

Over the course of several pro-bono projects, Prophet developed a holistic understanding of Resilience Education’s current state and aspirational trajectory. Prophet first interviewed Resilience Education employees, program students and graduates. The insights from these interviews were used to identify opportunities to craft a brand positioning framework highlighting the nonprofit’s purpose and vision.  

After establishing the overarching brand structure and strategy, the team shifted its focus to optimizing the organization’s digital platform experience. Prophet’s team hosted a hackathon with the nonprofit to understand how it acquires and onboards mentors and mentees for its programming. The insights gathered helped the team define an optimized user journey for both audiences in their digital platform. Finally, in collaboration with verbal and design teams, Prophet crafted a refreshed brand positioning for the digital platform accompanied by refocused messaging, voice, and a reconceptualized visual identity. 

Results

The new organization-wide brand structure defined how the nonprofit’s digital and post-release initiatives work in relation to the in-facility programming. In addition, the ideation of the optimized user experience and journey for both mentors and mentees not only influenced the organization’s digital platform but was also the basis for the organization’s mentorship program development.   

Follow-up interviews of formerly incarcerated users revealed how empowering their one-on-one mentorship relationships have been for their reentry journeys. Resilience Education is continuously refining the program to maximize participants’ benefits and will be launching its third pilot in early 2023.    

With a robust new positioning framework, design concept and verbal identity guiding the digital platform, Resilience Education has the brand structure and strategy to support its nationwide growth goals and better serve its formerly incarcerated users’ needs. 

Through Prophet’s pro-bono program, Propheteers lend their expertise to a select group of nonprofits, helping them achieve remarkable results. If you or a nonprofit you know is interested in working with us, reach out today.  

Client Testimonial

“We couldn’t do what we’re trying to accomplish – bringing the highest quality business education and professional support to incarcerated and formerly incarcerated students – without Prophet’s dedication and insights!”

Tierney Fairchild
Executive Director and Cofounder

CASE STUDY

Change Please

Designing an experience strategy to help a nonprofit enable its global expansion

Challenge

Change Please is a coffee company that supports individuals that are homeless by hiring and training them to become baristas. The charity provides the living wage, housing and therapy and devotes 100% of the profits to ending homelessness.​ 

The brand is already well-established in the U.K., with close to 60 coffee stores and plans on expanding into multiple markets as the number of trained and employed baristas continues to grow. Amid plans for global expansion, the charity was intent on finding the best path to uncommon growth at a pivotal moment. 

It needed help creating design assets that would drive the brand forward and an experience strategy that is unique and consistent. 

Solutions

Prophet and Change Please used co-creation workshops to brainstorm and collaborate on ways the charity could bring its unique heritage to life, using fun and informal visual story representations. 

We focused on new approaches for core journey phases for digital and offline touchpoints. This included a unique unboxing experience to help customers learn about the mission at home. We also created an iconographic narrative of the brand story using a tangible and engaging journey map to use in its cafes. 

Our holistic playbook includes 40 concepts to improve the overall brand and experience. We focused primarily on three core areas: design updates and advice, social media guidance and experience ideation.  

Results

Change Please is testing these new experiences in stores and across digital touchpoints. It is rolling out the design assets in cafes across the U.K., as well as incorporating Prophet’s concepts into global growth efforts. Most importantly, people are learning more about this ambitious organization wherever they drink their coffee.  

Through Prophet’s pro-bono program, Propheteers lend their expertise to a select group of nonprofits, helping them achieve remarkable results. If you or a nonprofit you know is interested in working with us, reach out today.

CASE STUDY

Financial Services Company

Putting customers at the center of an organization’s transformation

Challenge

A large, US financial services company was seeing declining growth in customer acquisition and revenue. Facing key market forces – including shifting consumer behaviors toward greater collaboration and personalization, new threats from fintech entrants and intense competition for top talent – the C-Suite and Board of Directors decided to embark on a complete transformation of the business.

Solutions

Prophet partnered with the company’s CEO, Chief Growth Officer and leadership team to design a transformation agenda that answered a series of strategic questions around:

  • Developing the organization’s purpose-based strategy
  • Prioritizing key markets and target customers
  • Aligning on key products, services and experiences to develop
  • Building the culture and capabilities required to support the transformation

Prophet then created a multi-year, enterprise-wide roadmap that detailed the initiatives necessary to transform multiple parts of the business in parallel. A Transformation Management Office (TMO) was established to enable and accelerate the company’s three-year transformation, largely through quarterly alignment and funding cycles.

While helping manage the transformation, Prophet brought multi-disciplinary teams to help execute the work across business value drivers: Brand & Marketing, People & Organization, Customer Experience, Products & Services, Sales & Distribution, Data & Analytics.  Along the way, Prophet has partnered to build new capabilities and codify processes so the organization can keep transformation momentum in the years to come.

Results

Prophet successfully launched a new brand that established the financial services provider as a leader in the industry. We helped develop a new employee value proposition to recruit top advisors and a new variable annuity product to grow its existing business. Prophet also introduced new revenue streams by helping expand its mutual funds’ presence on third-party platforms and creating a new managed account product – all while targeting and acquiring new buyer segments.

A year into the customer-centric transformation, Prophet is helping drive results such as +5% market awareness, +8% in new business revenue and a 20X increase in new leads.

Impact

5%

increase in market awareness

8%

increase in new business revenue

20x

increase in new leads

CASE STUDY

Ora Developers

Defining the customer and sales experience for a new kind of real estate developer

Challenge

When we kicked off our partnership with Ora Developers, an Egyptian property developer, it was a new player in a highly established and competitive Egyptian real estate market. Backed by Egypt’s premier entrepreneur, Naguib Sawiris, Ora wanted to leverage its global property development expertise and challenger mindset to disrupt a market of brands delivering identical customer journeys, visual identities and value propositions.

Prophet was enlisted to transform Ora’s approach to customer experience and sales, enabling it to offer regional customers an experience with a developer that they had never had before.

Solutions

Prophet helped Ora re-think the sales-first model that was prevailing amongst competitors, adopting instead a customer-first approach to stand out and win loyal customers and their referrals. We designed a new customer journey, a differentiating internal visual brand and style for Ora’s CX team and internal training materials – all of which helped to socialize and educate Ora teams while supporting the overall ambition to position Ora as a transparent and trusted partner for its customers.

We also created a number of customer-facing initiatives designed to delight and surprise Ora’s customers, showing them that Ora was a new kind of real estate developer for Egypt.

Results

By joining forces with Ora at a very nascent stage, the Prophet team was able to shape the company into a customer-first organization from its very core. With scalable solutions, Ora put this new strategy to work across its real estate projects as it continues to grow its business.

“The strategy and artwork [Prophet] created were exceptional and helped us to grow our relationships with customers, acquire new leads and unify our business around a core customer-first culture.”

Irina Basova
CX at Ora Developers

CASE STUDY

Mechanical Licensing Collective

Designing a portal experience to expedite royalty payments to music rightsholders

Challenge

If there’s one industry that’s been at the front lines of digital transformation, it’s the music industry. Today, digital streaming services like Spotify, Apple Music and Google Play put an entire universe of music at listeners’ fingertips but those innovations have also left music makers behind, exacerbating challenges in compensating music rightsholders.

The Mechanical Licensing Collective (MLC), a non-profit organization designated by the U.S. Copyright Office following the historic Music Modernization Act (MMA) of 2018, ensures that songwriters, composers, lyricists and music publishers receive their mechanical royalties from streaming and download services. To deliver on their promise of paying royalties accurately and expeditiously, the MMA and the MLC partnered with Prophet to design its user portal experience – engaging rightsholders and, for the first time in history, enabling them to manage their musical works within the MLC’s database.

Solutions

To ensure that we were meeting the needs of those target audiences, we took a human-centered design approach from the start. We conducted primary ethnographic research with future users that represented the diversity of the MLC’s membership, which included in-depth interviews with publishers and self-administered songwriters across multiple genres and geographies, to understand their daily routines, attitudes and work styles. We also conducted teardowns of tools that MLC members use every day to understand what design elements members preferred and determine what “great” looked from a real user’s perspective.

With those insights, we worked with the MLC to prototype and test different experience concepts. Much like music, experience design is a collaborative and creative process, so we engaged publishers and songwriters early and iteratively to “jam” on portal page designs and workflows, incorporating their feedback throughout our design process to create an experience that was as intuitive and seamless as possible.

As MVP design progressed, our team worked closely with the MLC’s development partner to bring the portal to life. Operating as an integrated team of designers, web developers and platform administrators, we created key portal features over multiple sprints and developed a living design pattern library to equip the MLC with a strong foundation for future releases.

Results

The MLC launched its portal in September 2020 to high praise for its design and usability. Since its launch, the MLC has registered thousands of users and now distributes tens of millions of dollars in mechanical royalties to its members every month. It has also built a strong team behind the portal, focused every day on optimizing the portal experience and adding and enhancing features that help its members “play their part.”

“Prophet shared our vision from the very start, dedicating time and acute attention to detail to develop a resource that sits at the heart of the MLC’s work and is crucial to serving our members and fulfilling our mission.”

Richard Thompson
CTO, The Mechanical Licensing Collective (MLC)

CASE STUDY

CVS Health

Helping CVS Kidney Care transform to disrupt the renal care industry

Challenge

Nine out of 10 adults in America with chronic kidney disease don’t even know they have it. And for the half a million U.S. patients on dialysis, the vast majority receive treatment in clinics. That means three times a week, four hours a day, away from home. Treatment is physically and emotionally taxing for patients and staying employed is challenging, if not impossible.

CVS Kidney Care knew there was a better way. The business saw an opportunity to transform kidney care in America, delivering a better experience for patients and their caregivers, better clinical outcomes, and an improved cost of care. But to truly disrupt this well-established industry, CVS Kidney Care needed differentiated strategies and high-performing teams that could keep pace with true make-market innovation.

Solutions

Prophet partnered with CVS Kidney Care using the firm’s Human-Centered Transformation Model, to develop the broad range of capabilities required to be a real disruptive business. The transformation work included customer-centric product management and a creative commercialization capability that could rapidly build and iterate a compelling ecosystem of partnerships, combined with an agile operations organization. All this was also supported by a passionate, make-market culture. Fully integrated Prophet and CVS Kidney Care teams (or “Pods”) worked together, running in two-week agile sprints to break down silos, focus on the patient, caregiver and provider priorities, and dramatically accelerate progress towards seizing CVS Kidney Care’s key opportunities. Together, we collaborated on:

DNA

BODY

MIND

  • Identifying the talent, skills and experience required to scale the business
  • Transferring core skills in creative problem solving, innovation and product development

SOUL

  • Defining a “Culture of Courage” and mobilizing the organization to live the behaviors of a bold market-making CVS Kidney Care team

Results

Within the first year of its transformation, CVS Kidney Care has made clear progress on business outcomes and created a more engaged and productive team. The organization has improved business performance and has a clear growth trajectory. Cultural change is finding traction, and engagement scores within the CVS Kidney Care team have improved significantly. Most importantly, the entire organization is more committed than ever to transforming kidney care for patients and their caregivers.

Additionally, our work received recognition in the 2022 North America Transform Awards, earning Gold for the Best Development of a New Brand Within an Existing Brand Portfolio category.

“As a loyal Prophet customer, I highly recommend that everyone consider using their Human-Centered Transformation Model when seeking to accelerate organizational transformation and drive uncommon growth. There’s honestly no way we could have moved at this pace and achieved these results without a partner as deeply dedicated to truly building our own organizational capabilities. Trust me when I say, it works! – Lisa Rometty, President CVS Kidney Care

“There’s honestly no way we could have moved at this pace and achieved these results without a partner as deeply dedicated to truly building our own organizational capabilities. Trust me when I say, it works!”

Lisa Rometty
President

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