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Overview
A testing manufacturer sought to be first to market with a new at-home test, but struggling with a current product their program was at risk of being shut down.
My Role
Lead design researcher and strategist on a five person multi-disciplinary team.
My main role was to collect and analyze consumer data to help identify key differentiating features and touch-points.
The challenge
Redesign an at-home test that solves for existing problems and is differentiated from the competition.
Twist: the client had already completed an initial clinical trial and so we had to work within design constraints.
Project kick-off meeting
What I did
Organized initial benchmarking by building a framework for our team to use
Generated actionable insights and drove concept development by planning and conducting small group co-creation and 1:1 concept testing research with 33 participants, evaluating 8 concepts with 45 features spanning physical and digital product touch points
Maintained tight project timelines by leading collaborative analysis to socialize learnings and align on concept refinements and iterations simultaneously
Concept evaluation and co-creation with 2D stimuli
Participant comparing features
Participants building their ideal test
Concept testing and feature validation wtih 3D mock-ups
Participant evaluating digital features
Participant discussing when to initiate digital experience
Analysis/synthesis
Post round 2 research client email
The outcome
Delivered now and future recommendations and design guidelines for how to deliver a best in class, differentiated experience for each of six key elements of at-home tests that research uncovered
Enabled client decision making through comparative evaluation rewards gained by being first to market against the risks of launching a product lacking key differentiated elements
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