B2B / B2C PaaS designed to support wellness journeys through community specialist consultation and access to curated, reviewed and vetted studies. Product strategy drove the product model and design process, starting with audience segmentation, user stories and ethnographic studies.

Insights into the target audience's needs, desires, and pain points during wellness journeys meant we could build use cases and shape the product to meet nuanced, often unexpected, need states. This reframed the core proposition and led to a product experience centred on core tenets of independence and the enhanced quality of life that the product gave patients. The proposition shaped the product positioning, principles and personality, which shaped the visual identity design, messaging, product and web experience.

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