Finding product/market fit
Ruby was struggling to find product-market fit for their flagship tool that helps families manage finances and important documents. They identified a promising segment: families caring for loved ones with dementia, because as cognitive decline increases, so does the risk of financial mistakes and scams.
Scale to a new customer segment
The goal was to understand the key needs of this target audience to determine potential product/market fit and feature recommendations. A primary challenge to overcome is how to connect this group with Ruby at the right time.
Qualitative research
I spoke with family members dealing with a family member with dementia as well as subject matter experts in the field. Key needs:
- Family members are waiting for some sort of trigger before taking action
- 100% of participants expressed how hard it is to plan when so much is unknown
- People need guidance on how to have these difficult conversations
Personas + experience maps
To help define this customer segment, I created four diverse personas and mapped their current experience.
I learned that Ruby is most valuable to those who haven't planned yet and are waiting for a trigger. Tools that outline what to expect can reduce stress and serve as a bridge to connect users to our product.
Connecting to a new market
In America alone, 11 M families have a loved one with dementia. Given a glimpse into the difficulty of caring for a loved one with dementia, it's clear there’s a need for products to help.
This solution bridges the gap between this new target audience and Ruby, significantly widening the acquisition funnel.
Connecting to a new market
In America alone, 11 M families have a loved one with dementia. Given a glimpse into the difficulty of caring for a loved one with dementia, it's clear there’s a need for products to help.
This solution bridges the gap between this new target audience and Ruby, significantly widening the acquisition funnel.
