A start-up who provides products and services for long-term care reached out to Paige with the goal of understanding what was working well and what needed to be improved about the service that they were developing, before they officially launched it to the public.

They additionally hoped to define their ideal customer profile, barriers to adoption for the service, trigger events to use their service, its most important features, and the desired user outcome after using their service.

The client wanted to gain direct feedback from primary research and quickly implement revisions to their service and business strategy to improve their offering, backed by qualitative and quantitative insights. Paige designed and led 3 research phases that covered a lot of ground in a short amount of time to accommodate the client’s launch date:

Phase 1 — Qualitative user testing: Performed an unmoderated user study with 31 participants to test a prototype of the new service concept. Audience segments were intended users of the service being older adults who need long-term care, caregivers for older adults, and nurses / social workers providing care.

Phase 2 — Mixed-methods survey: Built a 32-question survey that included ranking, sorting, multiple choice, and open-ended questions around the service offering. Analyzed 250 responses and reported trends by key demographics.  

Phase 3 — Qualitative in-depth stakeholder interviews: Conducted 15 45-minute in-depth interviews with healthcare professionals and other stakeholders who would be involved with the service delivery (but were not the direct users) to gain feedback on high-fidelity service artifacts that they may be interacting with.

The client received:

3 highly visual and data-driven reports for each project phase, that built on insights derived from the prior project phase.

Post-project implementation workshops with business team members who would be involved in: refining the service offering, removing the barriers to adoption for the service, marketing and selling to the ideal customer profiles defined by research, directly supporting customers.

Highly satisfied marketing, product, and business team members that felt these research insights de-risked and future-proofed their new service offering, allowing them to confidently launch their service nationwide.