Shape & align the team through design process

Date Jun 2020	Company & Product Tuuthfairy Insurance Verification
Role Design lead Conducted research and interviews, and instilled the findings into the product design	Mission Clear and align the path for product through design process

Overview

This project showcases how design tools can solve complicated business problems, and provide clear guidelines to the project implementation.

Background & challenges

Tuuthfairy insurance verification is a tool built for DSOs, which are companies with multiple dental offices, sizes can range from 20 to hundreds.

When we talked to and tried to sell the product to DSOs, the needs we collected from each company weren’t aligned. Not only in different sizes, the management would focus on different parts of the function than front desks at dental offices, but also people who made decisions to purchase the product v.s. people who use the product care about different things.

Also, our team has hard time to clear out the priority in product development

Research & Interview

As the sole designer on the project, I interviewed our staffs who had rich experience facing our clients. And based on the conversations, I gradually sorted out 4 empathy maps of different types of staff.

Define personas for different size of DSOs

Based on the empathy map, gradually I saw there are 3 types of persona for the products.

Results & how it apply to design

After the personas clearly set up, in the conversations, we can use persona’s name to refer to a specific role without confusion. The structure for design is also set up clearly.

Here is an example of how settings works for each persona.