CASE STUDIES
AbleTo
AbleTo is a telehealth company that delivers therapy over the internet (telemedicine) to individuals suffering from Chronic Pain, Diabetes, Gastrointestinal Disease, etc. These individuals usually suffer from depression and anxiety although they haven't been clinically diagnosed.
While at AbleTo, I was involved across the Customer Experience. My job was in between the Marketing Team and the Product Team, helping integrate the user/customer experience across channels. My first set of priorities was to better understand our value proposition.
Secondly, as a telemedicine company, we needed to better understand the context of our users. For me, that meant deep diving into the various diseases and interviewing users. What I found out was that our entire value proposition was being framed the entirely wrong way.
We were selling a service (therapy for depression and anxiety) to individuals that weren't diagnosed. Once we started aligning our product and marketing experiences as a service oriented towards alleiving symptoms of their primary disease (diabetes, GI disease, etc).
Here is a map of our critical moments of truth I developed after exploring research in PubMed, JAMA, as well as original market & user research
Next, I paired several theories around Health Communication, Persuasion, and Models of Behavior Change into a theoretical model that would help us better understand user behavior in the context of our users journey. The following image is a visualization of these theoretical models:
Finally, I created a service design blueprint of our existing customer experience in order to help our marketing and product team understand and priorities areas for innovative design:
The totality of all these efforts resulted in several designs, one of them being a landing page that generated $5m in additional revenue for a start-up that wasn't yet profitable.
