myCaribou
Transforming the medical device distribution ecosystem
Principle Product Designer
Concept to Market Launch and Growth
2020 – Present
The medical device industry, valued at $400 billion globally, faces significant inefficiencies in globalization, channel creation, and distribution. These inefficiencies dilute the success of medical device companies worldwide.
Key paint points include:
Industry Challenges
Manufacturers lack the necessary market knowledge, distributor networks, and internal skills for establishing successful global channels, often leading to missed market opportunities.
Distributors struggle without tools and data to find complementary products from global manufacturers, hindering their ability to expand product offerings effectively.
Both manufacturers and distributors need transparent and collaborative relationship management tools, leading to miscommunications and unoptimized partnerships.
Modern tools for managing contracts, inventory control, and payment processing are scarce, resulting in operational inefficiencies and financial management challenges.
Research and Discovery
Starting with minimal knowledge of the medical device industry, I conducted comprehensive research to understand various user personas and market dynamics. This included studying industry reports, interviewing stakeholders, and analyzing competitive products. I also thoroughly reviewed research developed for funding pitches, enabling me to quickly grasp the intricacies of the industry and the specific needs of our target users.
Industry Research
Using Miro, I mapped out high-level user flows, outlining the essential steps and interactions users would need to navigate the platform effectively. Collaborating closely with the CEO/Product Owner, we refined these flows to ensure they met strategic goals and user needs. We then developed a prototype for our MVP using Figma, iterating on designs based on feedback from the founding team, which included former company founders and medical device executives. Weekly presentations ensured alignment and facilitated informed decision-making.
Project Kickoff
Design + Development
To expedite our work and maintain consistency, I established a high-level design system in Figma. This system incorporated brand elements developed by an external consultant, including colors, typography, buttons, tables, form fields, and other essential components. This allowed us to build prototypes quickly and consistently, ensuring a cohesive user experience across all aspects of the platform. The design system also facilitated easier updates and scalability as the product evolved.
Design System
The MVP prototype was tested with an advisory group comprising core users, including medical device salespeople and consultants. Their feedback was instrumental in refining the prototype. We focused on creating a user-friendly interface that addressed their pain points, such as finding and managing partners and discovering new markets. By integrating their insights, we ensured the MVP was not only functional but also aligned with user expectations and needs.
User Testing
User Stories and Requirements
Post-feedback integration, I collaborated with the head of development to create detailed user stories and requirements in Azure DevOps. This involved breaking down features into manageable tasks, prioritizing them based on user impact, and ensuring clear acceptance criteria. As the product evolved, our team expanded to include more developers, business analysts, and QA testers, allowing us to scale workflows effectively and maintain a high-quality product.
User Feedback and Iteration
Our initial product featured a wizard-like partner matchmaking experience. Users could select a target market, identify ideal partner requirements, and receive recommended strategies and partners. They could then manage relationships collaboratively within the platform. This approach streamlined the partner discovery process and provided users with actionable insights, making it easier to establish and maintain productive partnerships.
Initial Product Focus
User onboarding was a continually evolving process. Initial screens with multiple form fields were overwhelming, leading us to design a guided, step-by-step flow. This approach helped users acclimate to the platform gradually. However, user feedback indicated frustration with the prolonged setup process. To address this, we simplified the company profile and inbound connection request settings. We integrated Pendo, a third-party app, for dynamic educational content delivery, allowing us to update content without waiting for a developer release.
Onboarding Evolution
The home screen underwent several iterations. Initially focused on collaboration, it evolved to address missed messages and notifications about inbound connection requests. The final iteration simplified the experience by combining clear onboarding steps, educational content, connection activity summaries, and recommended opportunities. This holistic approach ensured users could easily navigate the platform and access essential features, enhancing overall engagement and satisfaction.
Home Screen Evolution
Feedback revealed users struggled with feature discoverability. We tested a new side navigation, offering more real estate for core features and highlighting notifications. This improved user experience significantly, eliminating the need to hide features within dropdown menus. By directly engaging with customer support, we gathered insights on where users expected to find features, which informed our navigation redesign. This led to a more intuitive and accessible interface, enhancing user satisfaction and engagement.
Navigation Restructure
Ongoing Feature Development
Introduced a year post-launch, opportunity posts allowed users to advertise partnership opportunities similar to job ads. Rapid development of this feature, using existing UI patterns, led to its popularity. Marketing efforts on LinkedIn drove inbound sign-ups, increasing platform visibility and user base. Opportunity posts quickly became a key feature, enabling users to broadcast their needs and attract potential partners efficiently.
Opportunity Posts
As we engaged more customers at trade shows, through in-person interviews, and with external consultants, it became clear that one of the biggest issues in the medical device distribution journey was the volatility of the foreign exchange market. Our founding team, with experience in Fintech and foreign exchange, identified that myCaribou could significantly aid partner collaboration and management by addressing payment and foreign exchange challenges. After thorough research, we found a technology partner that could integrate with myCaribou, allowing users to hedge exchange rates and lock them in for specified periods, offering better rates than banks with fewer fees due to the algorithmic nature of the technology.
The MVP of this feature enabled users to exchange currency seamlessly. As we continue to build and test with our users, we plan to expand this offering into a full payment solution, allowing companies to issue and pay invoices using the platform in any currency. This development will streamline international transactions and enhance financial predictability for our users.
Foreign Exchange + Payments
myCaribou has successfully transformed the medical device distribution landscape by addressing critical industry pain points with a user-centered design approach. Through continuous research, user feedback integration, and innovative feature development, we built a platform that empowers manufacturers and distributors to thrive in a global market. The journey from concept to market launch and growth highlighted the importance of adaptability and user-centric design in creating impactful solutions. My role in this process underscored the value of comprehensive research, iterative design, and strategic innovation in delivering a successful product.
Outcomes