Using formative and attitudinal research to shape the consumer experience for a ground-breaking healthcare diagnostics system.
DISCOVER THE CONSUMER HEALTHCARE MIDSET
Working closely with Truvian's team
and new diagnostics technology, we uncovered the consumer's perceived value of the product their general understanding of healthcare diagnostics and results, and their doctor's role in this new process.
We developed six behavioral personas that represented target customers. New product concepts were illustrated by using insights from consumer needs. These concepts were then evaluated with consumers to classify their potential impact on solution satisfaction.
RENEWED CONSUMER FOCUS
Based on the formative research, the client re-evaluated their assumptions about the market potential, positioning of the product. They realized that substantial re-design of the product experience before investing heavily in the product.