Zest, a health-tech company focused on diabetes care, wanted to expand its offering to cater for people living with hypertension as a comorbidity of diabetes and as a standalone condition.
I conducted secondary research by reviewing research journals and analysing existing products to help me get a better understanding of the landscape, and to establish a base-line with the expected and recommended standard of care. I compiled these into easy-to-digest presentations, which I then shared with the cross-functional team on the project. Once I communicated with the team, I conducted multiple forms of qualitative research to help get a better understanding of the customers and their current experience in living with and managing hypertension.
Zest, a health-tech company focused on diabetes care, wanted to expand its offering to cater for people living with hypertension as a comorbidity of diabetes and as a standalone condition.
I conducted secondary research by reviewing research journals and analysing existing products to help me get a better understanding of the landscape, and to establish a base-line with the expected and recommended standard of care. I compiled these into easy-to-digest presentations, which I then shared with the cross-functional team on the project. Once I communicated with the team, I conducted multiple forms of qualitative research to help get a better understanding of the customers and their current experience in living with and managing hypertension.
The company also observed a drastic decline in subscription renewal, despite an increase in downloads and trial completions.
In order to resolve the declining subscriptions, I reviewed the app's analytics and the usage patterns of users who had dropped off. I also conducted user interviews which generated insights into why they left in the first place.
All of this research revealed that the solution to both challenges had similarities and through design thinking and meticulousness, could be solved together.
Between these research endeavours, I facilitated multiple workshops to keep the team abreast, collaboratively analyse data gathered, and generate ideas.
As opposed to the going assumption, which was that marketing endeavours were targeted towards the wrong group, the actual cause of the decline in subscription turned out to behavioural patterns that were difficult to break. Behavioural modification also seemed to be an integral part of successful hypertension management.
Through collaborative efforts, I led the redesign of the current offering to a more robust program which was flexible and rewarded consistency and could be tailored by caregivers to each patient. The results were a tremendous growth in user base, growth in revenue and a beta program with promising projections.
This beta program increased the existing user base by 50% and was projected to double company revenue by Q2 of 2023. The tweaks to the existing program resulted in a leap in quarterly renewals as opposed to declining monthly renewals.
Due to certain restrictions in my employment contract, I am currently unable to share further details regarding this project. If you would like to discuss my role and impact further, please feel free to contact me at oorebabatunde@gmail.com.
