Challenge

A healthcare data organization's clinical assessment platform had operated for over a decade on fundamental misunderstandings about its users. The product team assumed doctors completed SOAP note assessments independently, but completion rates remained suboptimal, directly impacting revenue for health plan clients and provider incentives.

Approach

Conducted comprehensive research with 23 participants (13 active clinical users) across 5 states and Puerto Rico combining interviews, contextual inquiry in clinical settings, and workflow observations. Facilitated executive design workshops with distributed stakeholders to translate research insights into product improvements.

Outcomes

• Discovered primary users were practice managers supporting hundreds of providers — not clinicians

• 25% reduction in workflow abandonment

• 37% increase in user activation

• 45-60 day improvement in completion rates

• Estimated $500K+ annual value delivered

What Made This Work

A decade of product decisions had been made without talking to actual users. Deep Dive research in clinical settings revealed the real user ecosystem, fundamentally transforming product strategy. Executive facilitation aligned leadership on insights that contradicted long-held assumptions, enabling rapid strategic pivots