Case study // UK’s first virtual fertility clinic
Challenge
"How do we de-risk our venture and make sure that we’re offering a service that customers want and investors will back?" – my client was the CEO of a venture looking to target the UK fertility market, with a product that would allow women to manage certain IVF processes from home, sharing data with their clinic to optimise the treatment.
Approach
The problem was, my research findings completely challenged the whole proposition and business model. I helped to pivot the venture, designing a service around a real patient need that investors did back.
I helped:
- Lead the research to find a customer/market need
- Set the strategic direction for the proposition
- Define the business model
- Design the holistic service experience
- Scope the MVP for launch
Examples // activities, artefacts, outputs
