In 2012, Studio/lab began an ambitious project with Phonak North America to develop a service design model and communication strategy in support of the commercial independent audiologist. Together with the client team we developed a project plan and initiated field research to gain insights from hearing professionals and their patients. We additionally set out to understand the world of hearing loss and to gain empathy for people who need and use hearing aids.

The result is the Phonak GAIN Initiative. Designed to promote hearing health and awareness, GAIN was introduced in 2014 with ten key audiology accounts representing a diversity of practice types and geographic locations. Initial findings revealed an increase in appointments by patients with near-normal hearing—indicating the desired positive/proactive shift in hearing health culture. Among the important business findings was a marked decrease in product returns for credit—indicating a satisfied customer.