Product strategy for designers
summary
A practical case study of building a digital GP service called Tend that focuses less on features and more on the big barrier: enrollment. Team builds appointment booking, video consults, e-prescriptions and secure messaging, but spends more time on the enrollment flow—turning a two‑page Ministry of Health PDF into a long, tested signup with dozens of copy iterations, polished UI and custom illustrations—to change people’s mental model about switching GPs and drive real adoption. Results: strategy-driven trade-offs win adoption.
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chapters (10)
- 0:00Introduction and background
- 1:55What is product strategy
- 3:19Strategy in company hierarchy
- 5:05Case study Tend Health
- 8:13Research and insights in strategy
- 10:20Overcoming adoption challenges
- 12:07Designing strategically
- 13:53Trade-offs in strategy
- 14:35Big picture and future focus
- 15:59Communicating strategy
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