Frontier Health, is a global marketplace connecting early-stage MedTech innovators with over 200 healthcare providers and clinics around the world, founded by Anika Penn in 2015. The goal of this project was to develop a compelling and seamless innovator onboarding experience to increase user acquisition and clearly feature Frontier Health’s value proposition.

My Role

Product strategy, user research, wireframing and prototyping.
Deliverables: user flows, wireframes, prototypes, full visual mockups.
Conducted: user research, interviews, user testing
Tools: Sketch, Invision, Axure

Team

Ahad Basravi, Riri Nagao, Ariella Chivil, Krizia Fernando

Goal

To effectively onboard innovators of low cost medical devices to the platform and clearly convey the companies value proposition and services.

Foundational Research

Analyze Current Flow

The current process to onboard innovators is done manually. Anika collects information through email and/or a form and processes them herself. She will then have a one-on-one phone call to screen them. Her initial vision for this project was to automate as much of the process as possible, while understanding that some parts will still need to be done manually.

Ideal Flow (According to Client)

Competitive & Comparative Analysis

There aren’t many marketplaces that are doing what Frontier Health is trying to achieve so we looked outside of the medical industry for effective marketplace onboarding. Two great examples Airbnb and Etsy. By analyzing the two we were able to identify trends in a great onboarding process.

Assumptions & Hypothesis

As we go into the user research phase of this project, it’s going to be extremely critical that we keep our assumptions in mind and develop hypotheses from them so we know exactly what we want to test and validate.

User Research & Synthesis

User Interviews

Some things we wanted to get to know during user interviews.

• As an innovator and a business leader (or owner) what are some of your immediate priorities?

• What is the competitive landscape for your product and your business right now?

• What regions have you sold to/do you plan to sell to?

• What questions do potential buyers typically ask you about the product? What resources do you provide?

• What information would you like to know when signing up with a third party seller?

• What really keeps you up at night with regard to selling your product in remote markets?

Affinity Mapping
We mapped out pain points and began looking for trends. This would ultimately allow us to point out what information is crucial for Innovators to know while onboarding and what would help put them at ease when signing up.

Personas

Developing Solutions

Card Sorting

We sorted the information innovators would need to provide while onboarding and broke it up into bite sized chunks.

Redesigning The Flow

After sorting out all the sections, we began designing the new onboarding flow. 

Design Studio
 

We sketched wireframes and dot voted to make note of elements we considered to be good UX design. Many of these elements would inform the next stage of wireframing. 

Wireframes

Prototyping

Initial Prototype

Our goal was to automate the onboarding process and wanted to get a feel of the end-to-end flow. We started out with a bare, low-fidelity prototype so that when we test it with our users, we know exactly where they stumble and where to ask questions.

Findings

Iterate & Refine

After another two rounds of user testing and iteration we found that innovators wanted to speak to a human upfront, rather than commit to posting directly to a platform. The innovators were concerned about listing their items to the marketplace due to the volume and cost of these medical products. We found that it was best to have a simpler process that would get innovators in touch with a specialist who they could talk with to asses market fit then post to the marketplace. We worked to refine the landing page for innovators, focusing on optimizing copy and content layout.