Neuemoon Health : The Power of UX Research in Femtech

This case study explores how Neuemoon Health leveraged UX research to enhance healthcare solutions for women with endometriosis and uterine fibroids. It delves into the methods and insights gained from 60+ interviews, shaping the company’s innovative approach to patient care.

Type

Ux Research

Client

Neuemoon Health

Duration

Fall 2023

Startup

Healthcare

Tags

Table of Contents

Overview

I joined the Neuemoon Health UX team to participate in NYC I-Corps, a National Science Foundation program that helps startups convert their technological and scientific breakthroughs into profitable businesses.

The program's primary focus was to conduct a customer discovery involving over 60 interviews over 5 weeks. 

As a new startup, our objective was to gather insights from both patients and healthcare providers regarding their needs, behaviors, and motivations. This involved conducting in-depth research to understand their experiences, preferences, and challenges, thereby informing our business and development strategies.

My Team / 👩🏼 👩🏻

My team consisted of me and another UX researcher, and our focus was on conducting research from the provider side. We made an effort to divide all tasks and responsibilities evenly.

My Responsibilities Included

Crafting interview scripts: Tailored for specific roles like nurses, doctors, and surgeons, ensuring relevant and insightful conversations.

Facilitating interviews: Engaging with over 20 healthcare providers, from PCPs to specialists, to gather rich qualitative data.

Data analysis: Employing both qualitative and quantitative methods to transform user feedback into actionable insights.

Reporting & Communication: Preparing clear and structured reports for weekly I-Corps presentations.

Brainstorming & Ideation: Translating research findings into user archetypes and customer journey maps, fueling Neuemoon’s creative problem-solving.

Understanding the User

6 weeks of interviewing 60 individuals in the ecosystem
Interview_Map

What we learned about
providers /👩🏼‍⚕️

"In reproductive health, we’re 20 years behind. We have modern-day technology we just don’t have the funding. You get what you pay for."

"Sometimes patients get angry. It’s not fair! There’s no magic pill to treat endometriosis!”

“There's a decision [patients] have to make between putting food on their table or seeking care for their pain.”

Pain points

Lack of time with patients
Diagnostic challenge
Lack of research 
Lack of education on both patients and generalist providers leads to delays in seeking sub-specialists
Lack of multidisciplinary care
Insurance approval difficulties

* Their attitude and patient care approach highly depends on where they received training.

Emotional Responses

🙁   Frustration
😩   Helplessness
😠   Defensiveness
😑   Pride
🤨   Suspicion

What we learned about
patients /👩‍👧

"[The doctors] brush it off, saying some people just have heavy periods."

“If it wasn’t for the ultrasound at the fertility specialist [for egg freezing], I wouldn’t have found out [that I have fibroids].”

Pain points

Feel uninformed
Dissatisfied with the care received
Lack of access
Lack of emotional support

* Self-advocacy is highly dependent on family upbringing, education/ work

Emotional Responses

🙁   Frustration, isolation, concern, reluctance to seek care
😌   Relief 
💪   Determination

Outcome

Presentation

Our findings were presented at the program’s finale, demonstrating the impact and relevance of our research. We received positive feedback and suggestions on where to move next. You can access the full presentations with all the artifacts here.

Takeaways

Participating in the I-Corps program with Neuemoon Health was an enlightening experience, especially in gathering pertinent data and incorporating it into our business strategy.

The emphasis on the Business Model Canvas within the program deepened my comprehension of tailoring solutions to meet market demands. The weekly lectures and discussions gave me insights into startup dynamics, improving my strategic thinking and business skills.

In terms of research, engaging with busy healthcare professionals highlighted the need for concise and effective communication. Conducting over 20 interviews helped me become adept at the process. This experience improved my interviewing skills and deepened my understanding of the healthcare industry’s unique challenges and opportunities.