The product was essentially a B2B2C product, as our medium through which we reached the end user was medical centers. Thus, customers, had to be segmented into two categories: medical clinics and patients. These were further segmented to better understand the needs for both sides.

The focus of the user interviews was to closely follow and understand their actions and pain points before, during, and after their appointment at a care center. Patients between the ages of 18-80 were interviewed, and asked to describe details of their last illness, hospital visit, and thoughts and emotions as they prepared for the appointment. Despite the large age range, research showed they shared similar frustrations and apprehensions, and were hopeful of technology helping ease their tensions. Some similarities included the stress of even thinking about a medical visit and skepticism of the care process. 

 

For the hospitals, it was important to enhance operating efficiency in patient care processes, such as appointment scheduling, medical record management, and communication between healthcare providers and patients. Staff recounted their experiences and difficulties in managing these processes, and would suggest ways to improve them without being prompted. 

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Given the breadth of patients making health visits, it was difficult to narrow the scope of personalities interviewed, and that's where assumptions had to be made. To move quickly, a startup needs to show maximum impact in limited time, and we chose users that, based on our data, would reap the most benefits and with which we would see the highest increase in satisfaction metrics. Since medical centers was our medium, it meant that they would like to see rapid and impactful results as early on as possible. Above is one of the personas from the user persona deck: an elderly man who is skeptical of the healthcare process, is resistant to treatment, but feels compelled because of his daughter's worries.