Project Overview
Drop Bio is a digital health company focused on chronic inflammation. They needed to understand who their target customers were and what price point to market their service at.
Roles and Responsibilities
- Collaborated with product manager, marketing manager, and another designer. My role included conducting qualitative research through Google Meet interviews, transcribing data in Dovetail, and identifying key themes.
- Interviewed half of the total 90 participants (45 men and women) for a four-week customer discovery exercise. Validating two existing personas (Garmin Guy and Wonder Woman) and uncovering another two.
Scope and Constraints
The time of this project was restricted to 4 weeks. To effectively interview the 45 participants I interviewed between two to three a day. Scheduling in between interviews 1 hour for data tagging and synthesis in Dovetail.
Men’s health motivated by family
I volunteered to research the male group. I discovered varying health motivations among them, with some motivated by family over data. Additionally, alongside another designer, we found a similar pattern with the females. Slightly different from the men, women while motivated by their children, include them in their workout routines. We presented these findings through a presentation and written report for Drop Bio’s marketing team.
Health application spending
Depending on family structure, demographics, and gender, people will have different pains and motivations around their health. They seek out advice or help when they notice that something is wrong. They tend to be reactive in their search for health tools and advice. Those without children set goals for themselves and are more likely to use wearables and other fitness tools to track their progress. They are more likely to be proactive and are driven by the data that they see. All four personas researched preferred a one-off payment or annual subscription once they trusted an app. They see this as the best way to save money. A monthly subscription is a good way to trial an application. Once they trust an application, they tend to hold it for an average of 5-10 years, logging in daily if it allows them to form effective habits.
Data guy persona
Learnings
I improved my ability to understand when to pivot interview questions and found more confidence in my role as an interviewer. This was my first time utilizing the tool Dovetail and I believe while doing a great job with it I can still improve my tagging process to better separate themes. In writing a research report and having to properly defend my research in a commercial setting. It showed me as long as I stick to the insights we found the team were quite receptive to the presentation. I would no longer write a report unless it is requested as I believe snackable content gets engineers informed faster and keeps them closer to the insights and design direction.
Next Steps
For Drop Bio’s next steps, I suggested that they investigate further the spending and online habits of the Wonder Woman and Data Guy personas, as these are the most valuable personas to Drop Bio’s service offering, as they have a larger expendable income. The team also suggested that a user journey map be developed in the future with clear pain points so Drop Bio can ideate solutions around reaching out to these main personas effectively.