BlackRock Voting Choice
An industry-first SaaS solution for retail investors to participate in ESG voting decisions inline with their ethical values and policy governance preferences.
Awesome Woman by Femtech Health Inc.
FemTec Health, Inc. stands at the forefront of the U.S. Health and Beauty Sciences sector, with a dedicated focus on Women’s Healthcare.
The company’s innovative platform, “Awesome Woman,” is a unified and coordinated healthcare D2C platform that provides a continuum of care for women at all stages of their lives.
From unlimited telehealth services and prescription delivery, to personalized probiotics and supplements, Awesome Woman’s direct-to-consumer subscription health and wellness platform covers women from adolescence to menopause and everything in between. The Awesome Woman platform is powered by data science, AI and machine learning to translate a woman’s health data like genomics, genetics, and historical healthcare data, into personalised products and services.
The challenge
My role
For this project I was contracted as sole Lead UX Researcher and Designer, my responsibilities included:
- User research – This encompassed uncovering customer needs, motivations, their established methods for seeking support and medical treatment, as well as their willingness to engage with a personalised treatment subscription service.
- UX design – translating user needs to digital experiences, features and user flows, defining content and functionality requirements, all supported by appropriate UX artifacts.
- UI design – collaborating with a UI designer to create a component-based design system as a driving force behind the project’s visual and functional coherence.
The Solution
How we got there
Discovery phase – Proto-Persona workshop
In most businesses, there exists a wealth of knowledge about their customers, albeit often scattered and based on assumptions. However, this knowledge is valuable and is worth gathering with the intention of validation. Awesome Woman was no exception, and that’s where I initiated our journey.
I kicked off the process with two workshops — one involving Pharmaceutical scientists and the other the Marketing team. These workshops served as catalysts, igniting enthusiasm within the teams and enabling us to swiftly formulate proto-personas, poised for validation.
Refined our understanding of the target persona and validated assumptions
I conducted a total of 30 one-hour interviews with participants residing across the United States and United Kingdom, distributed across the primary customer segments:
- Adolescents
- Reproductive age
- Pregnant
- Peri-menopausal
- Pre-menopausal
- Post-menopausal
The interviews adhered to the following structured format:
- Introduction: Gathered information about the participant, including their occupation and lifestyle.
- Medical information and treatment needs: Explored the reasons behind their search for medical information and treatment, shedding light on their specific requirements.
- Information-seeking behavior: Discussed their methods and preferences when seeking medical information and treatment.
- Trust and product selection: Inquired about the criteria they used to determine trustworthiness in companies and product choices.
- Assumption evaluation: Encouraged participants to express their level of agreement or disagreement with select assumptions originating from the proto-personas.
This comprehensive interview structure allowed me to validate and refine our understanding of the target personas, ensuring alignment with real-world insights.
Consolidated insights into Persona documents
Through the affinity mapping sessions, I successfully identified six distinct and well-defined personas. These personas underwent further validation through a comprehensive survey.
See below for a visual representation of the identified prospective customer personas.
Mapped ‘user needs’ across the custmer journey
Following the presentation of the Persona documents to the client, I facilitated follow-up workshops to identify the content and functionality to be incorporated into the teaser site.
The primary objective was to strategically plan and customize the content to cater to the diverse needs and awareness levels of the prospective customers.
Pictured my content map template for the workshop with the client.
Progressed from User Story Maps to User Journeys
As the user story mapping ideas matured and took shape, I consolidated these concepts into a user flow diagram. This diagram effectively demonstrated the seamless connections between each feature or content piece and how they directly addressed the unique needs of the identified prospective customers.
Wireframes
I produced three different concepts for testing and client approval, then I produced set of pixel perfect wireframes ready for dev handover.
Design system
For the client, I also produced a mini design system as a way to create a consistent experience across all products and services, and for the Awesome Woman team to use and evolve going forward.
Impact: Awesome Woman is a success story
With the full launch of the website, Awesome Woman / FemTec Health has achieved a significant milestone. Their offerings now extend to include monthly subscription boxes, and they are diversifying their portfolio by introducing vitamin supplements as an integral part of their treatment options.
Furthermore, thanks to the insights derived from the research I conducted, the company has developed an AI platform that harnesses predictive analytics and machine learning. This platform precisely matches individuals with the most suitable products, healthcare services, and treatments tailored to their unique needs.
The future holds great promise for Awesome Woman / FemTec Health as they continue to pioneer advancements in women’s healthcare.
Want to know more?
If you’d like to find out more about my work and experience, or to discuss potential projects, please get in touch!
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