Project Summary
Client: Drop Bio Health
Role: UX Designer & Researcher
Project Duration: 4 weeks (contract)
Focus: Customer discovery, persona validation, pricing insights
I was engaged during Drop Bio’s early product development phase to help the team understand who their ideal customer profile was and how to price their preventive health service. Over 4 weeks, I conducted 45 interviews across diverse demographics, synthesized insights using Dovetail, and validated or refined four key personas. The work informed marketing strategy, pricing models, and laid the foundation for future journey mapping and feature ideation.
Team & Collaboration
- Worked alongside the Product Manager, Marketing Lead, and UX Designer.
- Responsible for interviewing 45 out of 90 users via Google Meet.
- Used Dovetail for transcription, tagging, and theme synthesis.
- Delivered insights through a written report and stakeholder presentation.
Approach & Constraints
- Timeframe: 4 weeks
- Method: Semi-structured interviews (2–3 per day)
- Analysis Time: 1 hour between each session for real-time synthesis
- Tools used: Dovetail for qualitative coding and pattern recognition
Key Insights
Motivation Patterns by Gender
- Men often cited family health as their motivator—prioritizing vitality and long-term presence for their children over data metrics.
- Women also cited family but often included children in daily wellness routines (e.g., shared workouts).
Health App Spending Behavior
- Users prefer annual or one-off payments once trust is established—monthly subscriptions are seen as trials.
- Many use apps daily for 5–10 years once habits are formed.
- Trust and habit loops are essential to long-term engagement.
Data guy persona
Persona Discovery
Validated two existing personas:
- “Garmin Guy” – data-driven, proactive, goal-oriented
- “Wonder Woman” – family-centered, balanced, wellness-integrated
- Uncovered two additional personas based on interview themes, offering new segmentation paths for marketing and design.
Impact & Recommendations
- Aligned marketing and product teams around audience expectations and pricing psychology. Recommended deeper exploration of “Wonder Woman” and “Data Guy” for future targeting based on disposable income and engagement potential.
- Suggested a future user journey map with pain points to drive ideation for onboarding and retention.
Learnings
This project sharpened my skills in live qualitative research and helped me refine my use of Dovetail for fast-paced synthesis. I learned the value of “snackable insights” in stakeholder communications and now prioritize concise visual summaries over dense reports unless requested.