The power of service design
Diagnosing endometriosis 7x faster
Severe menstrual pain? "Stop whining! That’s just part of it!" For thousands of women, this is the reality of endometriosis. Because the disease isn’t fatal, it has been overlooked for far too long. Meanwhile, women wait an average of seven years for the correct diagnosis. The new Endometriosewijzer (Endometriosis Guide) aims to break that cycle by providing reliable, accessible information for both women and healthcare professionals. Service design is the compass, digital innovation the accelerator.
Context
Endometriosis is a chronic condition in which tissue similar to the uterine lining grows outside the uterus. This can lead to adhesions in and around the uterus, ovaries, or intestines. The condition often causes severe menstrual pain, fatigue, fertility problems, and symptoms that seriously impact daily life. Because symptoms vary greatly between women and are hard to recognize, it often takes years before the correct diagnosis is reached.
The challenge
For women, waiting an average of seven years for a diagnosis means seven years of pain, uncertainty, and missed care. They consult general practitioners, occupational physicians, and gynecologists without getting answers, while their careers and lives are affected. This means that faster diagnosis is crucial - and that collaboration across the healthcare system is key. Our goal: to reduce the average time till diagnosis to 1 year.
Solution
The power of service design
Service design brought all pespectives to the table - from patients and gynecologists to GPs, occupational physicians, employers, and policy makers. It fostered a shared understanding of needs, content, and flows. For the Endometriosewijzer, we combined insights from patients and professionals into one cohesive design. The result: clarity amidst complexity, shared direction, and space to move forward with confidence.
Collaboration in practice
The Endometriosewijzer is a coalition project funded by ZonMw. Partners include TNO, Endometriose Stichting, NVOG, and NVAB, alongside general practitioners, occupational physicians, and gynecologists. The medical lead is Prof. Dr. Annemiek Nap, Head of the Department of Gynecology and Obstetrics at Radboudumc and project leader.
Roles at a glance:
- TNO - scientific authority and data-driven knowledge.
- Endometriose Stichting - patient voice, education, and network.
- NVOG & NVAB - alignment with professional groups and practical implementation.
- New Story - digital strategy and execution partner.
“With Endometriosewijzer, women and healthcare professionals can access reliable information much faster. This will help achieve significantly quicker diagnoses and treatment plans.” - Prof. Dr. Annemiek Nap
Results
Digital innovation with AI
On Endometriosewijzer, the digital assistant isn’t just a chatbot - it’s an integral part of the interface. Women and professionals can ask their questions and receive immediate, validated answers. Demand-driven, personal, and fast - exactly what’s needed to cut through the noise and shorten the path to appropriate care.
Societal impact
The goal is concrete: reducing the diagnostic journey from 7 years to 1 year. Faster clarity means earlier treatment, less absenteeism from work or school, and improved quality of life. For society, it means lower healthcare costs and higher participation - benefits that can be felt both in the consultation room and beyond.
Broader applications
The lessons learned go beyond healthcare. Wherever multiple stakeholders, complex information flows, and societal pressure intersect, service design helps align interests and clarify decisions. The approach used here - co-creation, expert validation, and a demand-driven digital layer - can be applied to any complex domain.
“It’s always a pleasure collaborating with New Story to find practical solutions for complex problems. At TNO, we contribute behavioral science expertise to support informed decision-making, while New Story translates this into an accessible, user-friendly digital solution. Together, we bring knowledge, design, and technology together.”
Pepijn van Empelen, TNO
Want to talk about service design?
What are your ambitions, challenges, or questions around service design and consortium collaboration? Let's connect! Together we can achieve impact faster.
Want to learn more?
Get in touch with:
Check out some of our cases that prove our story, or go to the overview page.
