Through stakeholder interviews, I learned about the current landscape of the treatment industry and its shortcomings. I discovered what the founders' vision for the product was, and that they planned to monetize through a pay-per-call model.
I spoke with those who have sought treatment before to discover what their search for care looked like as well as what their pain points were in that process. Some had personally interfaced with patient brokers who did not have their best interest in mind while others had been referred to legitimate treatment centers by friends or loved ones.
I interviewed rehab admissions directors to discover what existing marketing infrastructure they had in place, how they typically connect with new clients, and how they decide whether or not a client is a good fit for their facility. I found that while referrals are a great resource for some, many treatment centers struggle finding new clients, and some resort to unethical marketing practices such as patient brokering.
I conducted a C&C analysis of the existing landscape to understand what platforms and services currently exist, what their value propositions are, and what they actually offer. I found that sites such as Rehabs.com funnel their calls to facilities that they either own or have a vested interest in.
We determined exactly which features we needed to include in order to have a working MVP. We eliminated anything that wasn’t necessary such as a rehab CRM and a referral feature.
By reviewing drop-off rates on Mixpanel and GA, we discovered significant drop off on the homepage and knew there was considerable room to optimize the homepage.
I rapidly prototyped several iterations of the homepage that we prioritized and A/B tested on the platform.
I conducted interviews with admissions directors to discover why they weren’t responding to patients’ requests for calls. I found that rehab personnel were hesitant to call patients (and pay for calls) because they were not satisfied with the quality of matches they were receiving on WeRecover, they did not feel like we were providing sufficient amount of information regarding the client, and they wanted to run a VOB on the clients insurance before calling the client.
It was essential to the business for us to solve this problem without making changes to our pay-per-call model. If rehabs were satisfied with the matches they received, they’d be more likely to get on calls with clients, and WeRecover would make more money for making those connections. My team and I listed every product solution we could come up with, and prioritized them. Here are the highest priority features we agreed upon:
Data analysis and Hot Jar recordings revealed that users were dropping off at Sign Up Step 2, where we required users to choose whether they’d like to receive a verification code via email or SMS in order to verify their identity. My team and I discussed the pros and cons of removing this step, and ultimately decided to remove it, especially now that we had integrated VOBs that would in effect verify users’ insurance and identity.
Analysis also showed drop off on Sign Up Step 3, where users were asked to enter their insurance information. Collecting insurance information from those struggling with addiction was difficult. How could we make it easier for them?
I analyzed how other platforms effectively onboarded their users. I looked at sites in the treatment industry as well as analogous sites that also needed to collect ample amounts of information from users in order to accurately match them.
I conducted user research with WeRecover clients to discover why they weren’t requesting calls from treatment centers. Here are the pain points I found that users had with the "Request a call" model:
Through user research we found that those seeking treatment would prefer to connect with treatment centers by calling them directly, rather than by requesting a call from them.