Buoy Health • UX Design Lead • 2021
Finding product-market fit for a healthcare marketplace
UX / UI Design • User Research • Design Systems
Launching an MVP during a global pandemic in a highly regulated and competitive healthcare industry, by uncovering the unmet need in how people seek and access affordable care.
Overview
At the height of the global pandemic, healthcare systems were overwhelmed, leaving patients struggling to navigate their care options. Buoy, an AI-driven health platform, set out to bridge this gap by guiding users toward the best recommended medical resources within their insurance networks.
As a Series C startup, Buoy was rapidly adapting to the shifting healthcare landscape while searching for product-market fit. In response, the company pivoted its product offering, and our small design team of three entrusted me to lead this new product line.
Our approach:
This case study showcases my approach to early-stage product development, detailing how we successfully launched an MVP in just 90 days by:
Unlocking market opportunity through the Outcome-Driven Innovation (ODI) framework.
Defining product positioning and testing hypotheses to achieve product-market fit.
Building an accessible design system from scratch to streamline engineering efforts and ensure future scalability.
Aligning design and product decisions with rigorous healthcare guidelines and regulatory requirements.
My role
Wearing multiple hats, I led user research, product strategy, design system development, and cross-functional collaboration with our CPO, CMO, Head of UX Research, product teams, engineers, and medical experts—driving a solution that balanced user needs, business goals, and industry constraints.
Results & impact
$6.3M
in annual revenue for YE 2021.
2
Major partnerships with insurance providers, Humana and United Healthcare.
4
New B2B customers acquired; The New York Times, Puma, Danaher, and Houston Methodist.
Case study coming soon.