Case study
Building a digital wellness marketplace
Client: American pharmacy retailer
Role: Lead designer and lead user researcher
Team composition: 3 designers, 3 product owners, 2 engineers, 1 management consultant
Research methodologies: Interviews, surveys, concept testing, usability testing, online experiments, competitor analysis
Geography: US
Year: 2022
Context
With a major retail footprint, our pharmacy retailer client prioritized expanding their online presence. They envisioned creating a digital marketplace where payors or corporations could offer wellness programs (e.g., weight management, mental health) to their members or employees.
The challenge lay in comprehensively understanding the diverse needs of multiple stakeholders - consumers, wellness program suppliers, payors, and employer groups - and designing a solution that effectively addressed both their shared and unique requirements.
Stakeholder needs were captured through qualitative and quantitative user research
Product design
We designed a portal for wellness program suppliers to help them expand their program's reach and enhance their offerings based on performance data. The design was iteratively tested with suppliers and successfully onboarded 7 of them within 3 months.
We developed a consumer app that covers the entire journey from onboarding to program discovery and feedback. In line with the suppliers' needs, consumers also seek access to the best programs for their health and wellness. To address this, we introduced an out-of-pocket feature, allowing consumers to pay for programs not covered by their insurance policy.
Product roadmap
Despite having successfully launched the MVP and established a North Star journey, there is a critical need to build a meaningful bridge between these milestones. A 2-year timeframe was deemed appropriate, balancing the necessity to adapt to the swiftly changing market dynamics while offering sufficient duration for the client to maintain a visionary perspective. In addition to the traditional roadmap, we created a journey format to illustrate the future experience for multiple stakeholders, incorporating prototypes of the capabilities within the roadmap.
Content in the future state journey is sanitized for client confidentiality
Outcomes
1M+
Marketplace is ready for lives
$12M
Expected revenue for FY '24
7
Suppliers onboarded
in 3 months