How do you help health system professionals feel confident in choosing the right health tech software for their organization? AVIA Connect existed for years as an internal customer enablement tool, burying this common use case from our users. As a team we decided it was critical to re-focus the app. My role in this transition as Director of Product Design was to guide the discovery process in an effort to understand product/market fit as well as lead the design of a new platform that addressed the needs we heard from our users.
The first step was to lead a discovery process that included 15 long-form interviews with health system innovation leaders and analysts. The findings were compiled and a common theme was identified: people didn’t have a reliable way to research the health tech landscape and largely resorted to unstructured Google searches. Understanding the full spectrum of vendors in a particular health space was a big challenge, which defined our initial problem statement.
The next step was an explore phase that led up to a reframe of our initial hypothesis of “How can we streamline the tech select market research process?” In this phase my team and I conducted market research, built out personas, created a series of journey maps, and mapped out service blueprints. Lastly we outlined a series of design goals to support the next phase, which included a focus on narrative and making sure the product is intuitive and adaptable.
The last phase of the project centered around ideation and prototyping. With our design goals defined, I led the broader team in an affinity diagram exercise to ideate on features for the new version of the app. With new ideas sorted and categorized, we set out to design prototypes of the new platform. Starting in low-fidelity and iterating to full featured Figma prototypes using our existing design system, we then tested the new AVIA Connect with our users.
The AVIA Connect platform has successfully pivoted to a robust health tech B2B marketplace. In the first quarter of the new AVIA Connect we were able to attract 450+ highly-engaged users, over 200 of which were new to the platform. As the platform is evolving we are constantly working to improve by refining our current features based on user feedback, continually adding new features, and launching growth initiatives to attract new users and increase re-engagement.