Optimizing a Diagnostic Device for Veterinarians
Challenge
Our client wanted to develop an improved version of their diagnostic analyzer that would increase adoption rates and address veterinarians’ and vet technicians’ pain points with current options.
Key objectives included:
- Uncovering the unmet needs of veterinarians and vet techs in using diagnostic equipment
- Evaluating usability of prototypes developed to address these needs
- Determining the optimum price point and name for the enhanced device
Approach
M/A/R/C® recommended a comprehensive, three-phased approach to provide the greatest depth of insight into redesigning the device.
- Qualitative Interviews: Veterinarians and vet techs in 5 cities focused on reference labs’ needs; moderators observed the current process for testing samples.
- Usability Testing: With information from phase 1, the company refined the design features and created prototypes for veterinarians and vet techs to test.
- Naming & Pricing Study: The winning prototype was evaluated on both name and price through an online quantitative study.
Outcome
- The company took the final prototype into full production with the team’s recommendations on name and price.
- Additionally, they implemented a massive marketing campaign to encourage adoption and convince current users of their old analyzer to switch.
- The company can now boast a 90% conversion rate among users of their brand and are one of the leading diagnostics companies in the industry.