Beatriz Lonskis
Product Designer
Healthcare Ecosystem
Overview
Project:
NHS Ecosystem Challenge
My Role:
Product Designer
Team:
1 Lead Product Manager
1 Product Manager
1 Product Designer
1 Visual Designer
Stakeholders:
Product Design & Agile Delivery Manager
Product Design Manager
Duration:
Aug 2023 – Sep 2024
Business Challenge
Define the relationships and operations of digital products focused on health and wellness within a nutrition, health, and well-being company. The goal was to align all end-consumer interfaces to maximize business impact and drive a more efficient return on investment (ROI).
Objectives
Financial & Operational Efficiency:
Streamline management and financial ROI across the entire healthcare ecosystem.
PSP Strategy:
Define the strategy and framework for creating a Patient Support Program (PSP).
Value Proposition:
Identify and validate the core value proposition for the end user.
Holistic Ecosystem View:
Mapping and optimizing the overall health and wellness ecosystem.
Research Goals
Informing Purchase Decisions:
How can brand websites influence consumer decisions when buying health, wellness, and parenting products?
User Journey Mapping:
What does the end-to-end journey look like for people using these products?
Pain Points & Core Priorities:
What are the main pain points users face, and what matters most to them?
Preferred Channels:
Which channels and platforms do consumers visit most frequently?
Category Intersection:
Is there a meaningful intersection between parenting and health/wellness that influences content and product consumption?
Key Stakeholders in the Product Journey:
Who plays a role in the journey—who buys, consumes, uses/prepares the product, and holds the greatest influence over the final decision?
Content Needs:
What types of content are users actively searching for regarding health, wellness, and parenting?
Segment-Specific Journeys:
How do the journeys compare between the health/wellness and parenting segments?
Methodology & Research
We adopted a mixed-methods approach (Methodological Triangulation) to analyze user behavior, attitudes, and usage metrics:
Desk Research:
-
Analysis of internal brand reports and existing market studies.
-
Desk research on emerging trends in health, parenting, and nutrition.
-
Competitive benchmarking and analysis of digital health ecosystems.
Quantitative Research:
-
Structured surveys sent to consumers and healthcare professionals.
-
Behavioral data analysis using Web Analytics (Google Analytics) from the client's existing platforms.
Qualitative Research:
-
In-depth interviews with consumers, patients, and caregivers (health users).
-
In-depth interviews with healthcare professionals.
Execution &
Data Collection
In-depth 1-hour qualitative interviews conducted with:
31 Healthcare Professionals (HCPs):
-
13 Nutritionists
-
3 Geriatricians
-
3 Gastroenterologists
-
3 Nurses
-
3 Gynecologists/Obstetricians
-
3 Pharmacists
-
3 Pediatricians
40 End Users & Caregivers:
-
12 Patients undergoing treatment with nutritional supplementation
-
9 Health & Wellness content/product consumers
-
6 Caregivers for bedridden patients or elderly family members
-
12 Parents and primary caregivers of infants and children
Analysis Process:
-
Tabulation of all 70 qualitative interviews
-
Raw data extraction and cleaning
-
Qualitative data synthesis & thematic analysis
-
Deliverable consolidation
Quantitative Research:
-
3,636 responses on the Health & Wellness survey
-
245 responses on the Parenting survey
Key Insights
Healthcare Professionals (HCPs)
Information Channels:
Scientific research (articles and conferences) underpins clinical practice, while sales representatives serve as the primary bridge for discovering new supplements and products.
Digital Fragmentation & Friction:
HCPs rely on multiple software tools and telemedicine platforms daily, yet struggle with poor user experiences and a lack of tools tailored specifically to healthcare workflows.
Fighting Misinformation:
There is a critical need to empower patients with high-credibility educational content to counter fake news and false treatment claims.
Adherence Driven by Accessibility:
Treatment recommendations directly depend on the product’s cost-effectiveness and how easily it fits into the patient's daily routine.
Health Users
People interact with the healthcare ecosystem in different ways depending on their current life stage. Key life-stage characteristics unite specific user profiles:
Social & Cultural Dimensions of Diet:
Nutrition goes beyond biological needs; giving up favorite dishes and missing out on social or family meals is perceived as a major sacrifice.
Perception of Supplementation:
Supplements are viewed as a high-value, positive investment with visible results, though high costs remain a significant barrier.
Ecosystem
The As-Is Ecosystem is built on 4 core platform pillars: Content, E-commerce, Loyalty, and Institutional. It was designed to connect and serve HCPs, patients, caregivers, consumers, and their immediate family networks.
Strategic Recommendations
The Future of the Ecosystem
A unified platform: HealthNutri (fictional name) — From Engagement to Conversion
Solution Pillars
1. Services & Ecosystem
Partnerships & Community: Healthcare professional network, support forums, and Patient Support Programs (PSP).
Integrated Care: Online workouts, mental health support, and recipes tailored to dietary restrictions.
2. Content & Retention
Education: Expert-backed diagnostic guides and healthy living tips.
Personalization: Tailored content recommendations and recipes incorporating products from the platform.
3. E-commerce
Product Catalog & Sales: Comprehensive product details paired with a seamless purchase journey.
