For a liquid biopsy company developing non-invasive oncology diagnostics using proprietary technology.
ROLE
Independent CX Strategist & Researcher
A NOTE ON SCOPE & CONFIDENTIALITY
Due to confidentiality, some aspects of the work have been simplified or adapted and do not reflect the full scope of the project.
TIMELINE
Q4 2025
OUTPUT
Research-Informed Journey Map
Behavior-Driven Go-to-Market Narrative
Clarified Drivers of Adoption Resistance
The initial focus was on improving adoption and strengthening the go-to-market approach. Early thinking centered on awareness and access, with the assumption that increased exposure to the product’s capabilities would naturally drive uptake. Through a combination of market, behavioral, and UX research, I helped broaden this perspective. By synthesizing quantitative signals with qualitative insights, I identified a more complex decision landscape shaped not only by product understanding, but by how new solutions fit into existing workflows, decision processes, and day-to-day realities.
This work also highlighted opportunities to better define target audiences, refine how value was communicated, and align around the full journey from initial awareness to sustained use.Based on these insights, I helped reframe the go-to-market strategy toward a more user-centered and outcomes-driven approach. This included evolving the narrative, strengthening alignment across product, engineering, and commercial teams, and ensuring that both digital and in-person touchpoints supported how decisions were actually made. The result was a more cohesive strategy designed to improve engagement and adoption within a complex and highly contextual environment.
