Responsibilities: UX Research, Wireframing & Prototyping, UX Writing, Visual Design, CMS Architecture, Content Management, Project Management
Project Description:
The aim of this project was to make a transition from B2C to a B2B business model and start offering the epigenetic testing service to doctors, health professionals, and other practitioners.
EpixPRO is a platform that allows health professionals that are collaborating with Epixlife to generate personalized epigenetic reports according to their own brand identity, manage their clients, and send them the report directly from the platform.
The list to deliver:
- PDF with the Test results
- Personalization of the PDF for each client
- Platform for professionals (EpixPRO) where they can generate reports
Website: www.epixlife.com
Change to B2B business model
If from the beginning Epixlife was oriented only to the B2C business model, later we realized that we are missing a big part of the market, and it would be a mistake not to start offering the epigenetic test to other clinics and private nutritionists.
We noticed the raising interest from the private clinics and nutrition centers about epigenetic tests, and they even got some tests to try them out. After receiving a few more requests, we found out that the B2B business model would allow us to have recurrent revenue in long term in difference to the B2C model, where the final customers would be less likely to repeat the test.
Below you can find the Lean Canvas where we compared both business models and defined our plan of action.
Interviews
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User personas
Nevertheless if it is B2C or B2B, in fact it is always H2H (Human to Human). Even if now we are selling our product to other businesses, thre is always someone behind that, who is making the final decision.
Since we already had some business owners that started collaborating with Epixlife and integrated epigenetic testing to their service, we could use this data to together with the interviews to create the first scratches of our user persona profiles. We could notice a similar pattern among these practitioners, and defined 2 main profiles:
Diana - "open'minded" doctor.
She is a clinician and she has a corresponding degree to be working in medicine, but she is different from most of other doctors. She gives more emphasis to preventive healthcare and that keeping a healthy lifestyle should always come on the first place.
She is a clinician and she has a corresponding degree to be working in medicine, but she is different from most of other doctors. She gives more emphasis to preventive healthcare and that keeping a healthy lifestyle should always come on the first place.
Diana believes that there are many things that we do not notice, that may be in our nutrition or environment, and once we know them, they could be simply avoided.
Michelle - Health coach.
She loves to help people to come closer to a better version of themselves. Michelle is not entitled to work as a doctor, but she has accomplished many courses to broaden her knowledge in nutrition, as well as mental and physical health. She is a very positive and motivational person, and she is sharing her energy with others.
She loves to help people to come closer to a better version of themselves. Michelle is not entitled to work as a doctor, but she has accomplished many courses to broaden her knowledge in nutrition, as well as mental and physical health. She is a very positive and motivational person, and she is sharing her energy with others.
Similar to Diana, Michelle is open to new things, so she always tries to surprise her clients with something new. The epigenetic test could add more value to her consultations, differentiate her from others and attract more clients.
3 other profiles that could spontaneously use our product would be Alejandra (alternative doctor), Claudia (beauty expert) and Salva (fitness coach). They are usually very busy with their job, and it is less likely that they would use epigenetics as their main value, but it is very likely that they would turn to epigenetic test from time to time, when their clients are interested.
Customer Journey Map
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Prototypes
Prototype Dashboard: Send a report to a client
Prototype for Get Tests feature - make it possible for a practitioner to buy more tests directly from the EpixPRO platform.
Testing
Components library
