Alpha Medical

Creating a new digital health care experience for women


Client: Alpha Medical

Sector: Health care startup

My Role: UX strategy, research, and design

Methods: Literature review, open-ended interviews, concept testing, design sprint, prototyping, usability testing, information architecture

Project Timeline: March – September 2019

In 2019, Alpha Medical was planning for growth beyond its early startup success. Before deciding how to expand its services, Alpha wanted to understand U.S. women’s unmet healthcare needs and identify opportunities to distinguish itself in the digital healthcare space.  

Along with my Sixth Man Marketing partner, Ed Reese, I led a 6-month effort to help Alpha Medical learn about its target audience, evaluate new product concepts, and develop a UX strategy for future growth.

During the discovery phase, we used a mixed-methods approach to familiarize ourselves with the problem space, talk to potential customers, and identify problems/opportunities to solve.

As discovery research progressed, I worked with Alpha’s leadership team to create a UX strategy for future products and services:

  • product vision
  • guiding principles
  • content strategy
  • information architecture
  • sales funnel
  • mobile prototype

The company successfully grew from treating only three medical conditions to over 50. My work helped Alpha clarify the customer personas and journeys that informed their new product vision and design.

Additionally, Alpha’s product team used the results of this work to inform their website redesign and content creation efforts. Based on the work we did, Alpha launched its new services and updated website in September 2019.

“I appreciate Tine’s expertise and ability to quickly understand our challenges, clarify users’ needs, and create a strategic framework for our products and services.”

Gloria Lau
Co-founder & CEO, Alpha

Tine Reese

Call: (509) 844-3044