Mapping user adoption barriers to inform growth strategy and product marketing protocols
Healthy.io
Case Study
BACKGROUND
Healthy.io created a first of its kind home testing kit for early detection of CKD. As user adoption rates were very promising, the growth and product marketing teams were preparing to launch the product in a new U.S. use case.
NEED
Knowing that this new use case was likely to be more challenging for users, the teams were concerned that adoption rates would fall drastically. So to better prepare for the launch, they reached out to us to map the barriers that users would likely face.
METHODOLOGY
The research included a unique methodology aimed at effectively navigating a complex regulatory, commercial, and operational landscape. The outcome was a multi-method approach that included: exploratory interviews, in-depth interviews, observations, a survey, and a literature review. This approach enabled us to cross-reference information and generate robust insights.
DELIVERABLE
The report included a rich description of the user context, and a detailed mapping of three key barriers that users are likely to experience. Information was backed up with videos, quotes, survey data, and more.
OUTCOMES
Using this information, the growth and product marketing teams refined their strategy, tailored their messaging, and restructured the communication protocols to avoid those potential barriers.
“The research has given us deep insights into our audience that we now integrate throughout our entire process. This has elevated our product team's discussions and decision-making.”
Tal Shoham, Product Marketing Manager, Healthy.io
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Images by: Context, Healthy.io