Here is my take on the problem statements which were of particular interest to me. For ease of scanning, these have been structured as follows:
Metrics
Approach
Recommendations
Artefacts
Improving Pricing Page Visibility and Traffic of WebEngage
WebEngage is an Indian-origin customer data platform and marketing automation suite
Metrics
To increase the number of users who are visiting pricing page (Pricing Page Traffic)
Increasing demo requests from the users visiting pricing page
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Approach
Presented with the plethora of information on the landing page, a potential customer might get overwhelmed and find it difficult to locate the pricing page. My approach majorly focused on reducing the cognitive load of a potential customer.
To address the traffic volume at the pricing page I explored various avenues where pricing banner could be added or made visible. I benchmarked against competitors operating in the same industry to identify the best practices for increasing pricing page visibility.
To increase the demo requests rate, I focused on increasing intent or curiosity of potential consumers by analyzing different touchpoint additions in the customer journey.
Recommendations
Improving Pricing Page Visibility
Adding a pricing page banner along with the other pages at the navigation bar of the page based on benchmarking with other competitors
Placing a pricing page button on the sections which are frequently visited by the visitors which will increase pricing page visibility section wise as well
Showing a pop up based on a criteria of average time spent on the landing page redirecting the users to the pricing page when clicked
Personalized pricing page pop ups based on user's search on the landing page or different sections on the website
Recommendations
Improving Demo Request Rates for Pricing Page Visitors
Based on the best practice in the industry, a live chatbot can resolve all the basic queries for a business about the product
Chatbot prompting questions understanding the need of a user and suggest best fit options as per user requirements
Enabling chatbot to book a demo directly by displaying a calendar in the chat for the users opting for 'Yes" as an option to the demo request
Recommendations of optimal product/service bundle along with ROI tenure for a user based on the questions prompted by the chatbot
Categorization of Services Offered in Mfine Application to Improve User Experience and Retention
MFine is an on-demand, digital primary healthcare platform which offers professional diagnostics and health check-up services anywhere using ground breaking artificial intelligence
Metrics
Increasing Monthly Active Users by improving app navigation enabling higher Acquisition rates
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Approach
Industry Outlook - HealthTech
The covid-19 pandemic has accelerated growth of the Indian healthtech industry, which is expected to touch $5 billion by 2023 with a compounded annual growth rate (CAGR) of 39%
The Indian healthtech market will contribute $21 Bn by 2025, which is still only 3.3% of the total addressable healthcare market which is pegged to reach $638 Bn in 2025
Prominent telemedicine startups including myUpchar, Practo, Tattvan, Lybrate and mFine have witnessed around 3x jump with new users since the lockdown
Approach
Identifying the Opportunities
I identified three major opportunities which could enable MFine to grow and capture the untapped market potential in the Health Tech space. Based on the comparative analysis analysis with all the major opportunities available, the following three opportunities came at the top:
Providing another service in the value chain which is Care Taker service that could enable MFine to provide one stop solution for everything
Providing highest level of user experience using AI within the current application to have an edge over the competitors
Providing second opinion services for the patients recommended for surgeries by specialists
Recommendations
Care Taker Services
Adding a section of booking a care taker from a list of options based on user location
Recommendations feature to the users who just went through severe illness based on user records and prescriptions
Subscription plans for regular users based on previous booking data
Recommendations
Improving Existing Application
Segregating application home screen into three different tabs based on most frequently booked services categories (Common Diseases, Order Medicines, Lab tests)
Generating pop-ups for latest health camps or offers rolled out by the company
Using AI to identify medicine ordering pattern and providing nudges to reorder or repeat order, increasing acquisition and retention of users
Personalized subscription plans for regular users in lab test category based on patterns identified using AI
Recommendations
Second Opinion
A special service category with specialized doctors recommending based on the previous tests and treatment reports of the users
Pre and post surgery action plans along with precautions for the patients developed based on the documents provided