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B2B Partnership: Building and Testing Features X, Y, Z

AI Concierge, PDRVC 

This is ​generative, exploratory research completed at AI Concierge. The high level objective of the study is to concept test and value assess new natural language processing (NLP) features our team wanted to develop in its partnership with a telehealth company. The goal was to develop NLP features that would out-compete our partners' competitors in the telehealth space.  

Disclaimer: Some information is removed or modified due to confidentiality.

Background and Goals

Prior to engineering our features, our product team needs evidence from research to determine key focuses of product development in its first time alliance with a telehleath business partner. 

Once features X, Y, Z were discovered to be the most valuable, our team tested each feature's usability when added to the telehealth app's existing workflow.


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Figure 1: User Interview + Focus Group Feedback on Features

Generative Research Goals

  • Discover our target user's pain points in their existing workflows when filling out intake form, searching a physician or specialist and accessing past medical records.

  • Compare these pain points in workflow to other telehealth competitors' workflow.


Design Research Goals

  • Brainstorm + strategize new NLP features that will:

    • Solve pain points

    • Out-beat competitors' feature offerings

  • Determine usability of NLP feature implementation 



Phase I:

  • SWOT UX Competitive Analysis

  • Semi-structured user interviews*

  • Focus Groups*

Phase II:

  • Kano survey methodology

Phase III:

  • Usability Test w/ Low-Fi Prototype

  • User Interviews

Phase IV:

  • Usability Test w/ Hi-Fi Prototype

  • User Interview

*For more information about specific user interview + focus group methodology, please contact

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Figure 2: Kano Survey Feedback on Features

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Figure 3: First Usability Test Feedback

Crucial Insights

Phase I Findings:

  • Features A, B, Z are the most important according to our focus groups.

  • Features X, Y, Z are the most important according to our user interview sessions.

  • Shared demand for feature Y in focus group and interview subjects.

Phase II:

  • Kano survey confirmed importance of features X, Y, Z

Phase III:

  • Our design lacked textual guidance needed for use feature X.

  • Interface doesn't streamline feature Y 's workflow and users restart in a new session.

  • Major bug fix needed on feature Z.

Phase IV:

  • Our design needed iconography in addition to textual and verbal guidance after second iteration


Research Impact

Strategic Impact:

  • Product strategy back by research insights.

  • This laid the groundwork for features offered in B2B relationship.

Stakeholder Collaboration Impact:

  • AI Concierge established what value and functionality it will provide in B2B partnership.

  • UXR had become a strategic partner on product team.

  • UXR championed collaboration cross-functionally in Engineering which is not traditionally impacted by research.  

Product Impact:

  • Agile work process - quick research feedback on design

  • Research insights were implemented in low-fi + high-fi prototypes.

  • Method triangulation pays off especially when performing generative, multi-phased research.

  • 1:1 user interviews are valuable in extracting deeply embedded value beliefs as reflected in the Kano survey results.

  • Strategize how to tell stakeholders negative news about their possible product feature.

My Learnings

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Figure 4: First Usability Test Feedback

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Figure 5: First Usability Test Feedback

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