Gabbi’s Product Evolution
At Gabbi, we’re on a mission to find product market fit, to bring breast cancer prevention and early detection tools to all women.
The beginning: Employers
Hypothesis: Employers will pay for their employees to access Gabbi as a benefit.
Outcome: Oversaturated market for employer benefits, point solution fatigue.
Actions involved:
Initial build of our risk assessment and email flows for login.
Marketing roll out with companies (emails, slack flows, one pagers).
User research through interviews.
Providing care pilot
Hypothesis: If we can offer a deeper user interaction than a purely digital risk result score, we could get more engagement from users.
Outcome: Maine is too small of a market, very skeptical of tele-health care. Will continue with providing care but work to expand states.
Actions involved:
Building out the user flow for both tele-health appointments scheduling and care conceirge chat functionality.
Tele-health elements like google calendar syncing, charting and back end functionality for HIPAA compliant data storage.
Marketing within Maine (meta ads, organic outreach and telethons).
User research through interviews.
Going direct to consumer
Hypothesis: Our first test to see if we could have a viable business going directly to consumers. We tested a free product offering to see if there was an appetite when not provided through their employer.
Outcome: Huge success with great conversion for free trial. Moving forward with testing willingness to pay with d2c audience.
Actions involved:
Building out the user flow for both tele-health appointments scheduling and care concierge chat functionality.
Empathy mapping, user journey mapping and other strategy for building the flow.
National marketing campaigns (meta ads and boosted organic posts on LI, IG).
User research through interviews and surveys.
Willingness to pay
Hypothesis: We can leverage the success we had from the free trial and find a price that users are willing to pay.
Outcome: Really high drop off and high cost per conversion, compared to the free trial. Business goals changed due to fundraising.
Actions involved:
Web design. Creating 3 “painted door” landing pages that were each a different price point.
UX design of communicating pricing clearly.
User research through interviews.
Freemium risk assessment
Hypothesis: If users are told their risk result, and are at a high risk, they will be more willing to pay for care (tele-health).
Outcome: Conversion rates improved however the CPC was too high for our financial situation. Fundraising goals were still impacted our product builds.
Actions involved:
Web design.
Empathy mapping, user journey mapping, and A/B testing.
Building a new user flow for payment later in the flow.
Painted door tests of insurance coverage.
User research through interviews.
Tuning the funnel
Hypothesis: Creating improvements to incrementally improving costs and CVR for both flows, pointing to tele-health to reach our revenue goals for series A funding.
Outcome: Improvement upon the CVR and cost. Still working towards these goals to find product market fit and reach our revenue goals for fundraising.
Actions involved:
Diversification of marketing channels.
Web design with large focus on content hierarchy and messaging.
Product strategy and conversion rate optimization.
User research through interviews and surveys.
