PurposeThe paper seeks to use a case study to describe work by a Japanese qualitative research specialist with leading office furniture manufacturer to spur innovation in product development and sales strategy in a newly targeted hospital furniture market. It aims to show how qualitative research can allow product development and sales teams to accelerate learning and pace of innovation by providing a window on needs in new market segments from a customer's point of view.Design/methodology/approachA two‐phase study included phase one interviews with experts in and from outside the hospital field, which were analyzed at a workshop with the client choosing the research theme and identifying key topics. Phase two involved user observation at hospital lobbies and non‐hospital settings, plus in‐depth interviews with patients and hospital staff. Three patient experience styles were identified and personas created for each type. Personas and further analysis facilitated creating criteria for interaction, emotional and functional design. Detailed functional design criteria were used to generate five service ideas and 11 product ideas leading to creation of prototype product.FindingsThe study finds that lobby is key factor in shaping overall patient experience. Waiting and navigation are negative patient experiences that not adequately addressed. As frequency of hospital visits increase, patients move from anxiety to irritation to boredom. Severity of illness and patient activity level affect patient desire for engagement with surroundings while waiting. Kiosk displaying map and waiting time meet the urgent needs of anxious patients and support others. Modular design elements updated seasonally vary the physical environment of the hospital and provide context for periodic contacts by sales staff with client hospitals.Originality/valueThis study highlights the reality that ample opportunities exist for successful user‐centered innovations in Japanese healthcare. This study offers insights into patient waiting experience at hospitals and offers a methodology for user‐centered research in healthcare setting.