Normative is a comprehensive innovation firm dedicated to guiding leaders in shaping the future by integrating strategy, design, and technology with a human-centric perspective. We crafted a thorough six-step incubation process and governance framework to ignite internal innovation and map out future digital product development. Our team spearheaded the discovery, design, and pilot of a scalable, patient-focused solution that gained positive reception from both patients and physicians, facilitating investment confidence and securing approval for live trials at two health centers. Additionally, we investigated and validated a solution for substance use disorder care, identifying adoption challenges and user requirements, thereby enabling a major insurance provider to formulate a customized approach to connect at-risk members with suitable care.