Pelvic Floor Device

Industry: Reproductive Health
Role: Strategy Consultant
Skills: Design Research 𑛀 Behavior Change 𑛀 Market Landscape Analysis 𑛀 Pricing Analysis 𑛀 Go-to-Market Strategy

In 2022, the healthcare innovation arm of a large manufacturer had developed an innovative technology to make pelvic floor training less invasive and more accessible to patients suffering from symptoms of pelvic floor weakness, including urinary incontinence

Identify and map needs of design target, shape product design and brand identity, and develop go-to-market strategy

Recruited participants (incontinence patients and healthcare providers), drafted discussion guides, conducted and distilled insights from semi-formal interviews to better understand unmet user needs and prioritize key product features. Performed market landscape analysis to understand differentiation opportunities and assess market size potential

Identified clear design target and delivered comprehensive brand identity and go-to-market strategy with prioritized product features, ensuring differentiation from existing market offerings