Bravo Industry Analysis
Bravo's Industry Analysis is an essential tool that gives us a clear and thorough understanding of what our users want and need. This analysis forms the backbone of our approach, helping us make informed business decisions based on valuable data.
By carefully examining industry trends, user preferences, and emerging demands, our Industry Analysis provides the insights we need to stay ahead in the market. It helps us spot new opportunities, anticipate changes in user expectations, and adjust our strategies to match.
This ongoing commitment to analysis keeps us aligned with our users and lets us respond proactively to their changing needs. It reflects our focus on data-driven decision-making, which is central to our mission of creating exceptional value and experiences for our users.
My Role
User Experience Researcher
Duration
3 months
Tools
Miro, Aha, Microsoft Word
Purpose
As part of the UX Team's ongoing dedication to improving the user experience, I took an active role in exploring both the market landscape and the user's perspective. This thorough approach had two main goals:
Understanding Current Needs: We took a deep dive into the market and user behavior to better understand what users need right now. This involved analyzing current challenges, opportunities, and pain points that impact the user experience.
Planning for Future Research and Growth: With a strong grasp of current needs, we were ready to create a strategic plan for future research. This included identifying areas that could use more exploration, anticipating shifts in user expectations, and ensuring our research efforts were aligned with long-term goals.
This proactive approach to market and user research demonstrated our commitment to not just evaluating, but enhancing the user experience. It laid the groundwork for building a strategy that keeps our user-centric focus front and center as we move forward.
Above is part of the mind map for the proposed analysis process.
Objective
The main goal of this project was to conduct thorough user research that would be essential for making informed decisions and driving success at Bravo. To do this, we carefully collected and combined both quantitative and qualitative data, allowing us to draw valuable insights that could guide our next steps.
This project was especially significant because it marked a shift from Bravo's previous work. It was the first time we took on such an extensive data synthesis effort, bringing together a wide range of information into a cohesive analysis. This was a big deal for our stakeholders, who saw its potential to create meaningful impact and drive positive change within the company.
Through this approach to data analysis and synthesis, our goal was to equip Bravo with actionable insights that would lead to smarter decision-making and help us better serve our users and achieve our goals.
Methodology
We kicked off this ambitious project with a deep dive into discovery. The main question we wanted to answer was simple: How could we get a complete picture of the wellness market and find the best ways to meet our users' needs? To start, we mapped out key questions that would guide our analysis.
From there, I dove into research, exploring everything from industry trends to what wellness program participants really think and need. We wanted to cover every angle of the wellness market so that our findings were thorough and insightful.
At the same time, the UX Team and I had open conversations with Bravo’s stakeholders. These discussions were essential for understanding their goals and expectations, making sure our analysis was aligned with the broader vision of the company.
After collecting all this information, we took the time to organize, analyze, and review it carefully. To make sure we stayed objective, we also got feedback from outside sources to polish our work. This whole process helped us create a final document that captured the full scope of our research and provided Bravo with a solid, unbiased tool for future projects.
Analysis
To conduct a thorough analysis, we knew we needed to tap into the best industry studies and the latest data in the fast-moving wellness field. However, one challenge that came up was dealing with potential selection bias in the data we were examining. We made sure to address this in the analysis, highlighting how complicated it can be to conduct research in the wellness space.
As mentioned in the analysis:
“When data is collected to measure wellness within company programs, it's highly likely that the study lacks control. This is because most wellness studies don’t use randomized control trials, leading to selection bias. This means participants have already chosen to be involved or not. Most wellness studies are observational and focus on existing programs within companies...
But it's important to note that selection bias doesn’t automatically invalidate the findings. Improving health, even with bias, benefits the organization in measurable ways.”
With this in mind, I carefully chose studies that might or might not be affected by selection bias, making sure our analysis was transparent. The research also went deeper into key areas such as:
Modern Wellness Defined: We looked at what wellness means today, considering how social attitudes and definitions have shifted.
Bravo's Unique Position: We explored Bravo’s role in the wellness world and what sets the company apart from the competition.
High-Impact Risk Assessment: We conducted a detailed review of potential high-impact risks in the wellness industry, highlighting challenges and opportunities for Bravo and its partners.
This approach showed that we understood the nuances of wellness research while providing Bravo with a comprehensive, informed perspective to make better decisions and stay ahead in the industry.
Competition
Taking a closer look at our competition was crucial for shaping our analysis. It gave us a clear view of what users really value and which companies have effectively tackled challenges in the wellness space. This exploration not only highlighted the successes of our competitors but also sparked important questions that guided our strategy:
Showcasing Bravo’s Impact: How do we prove that our services are effective, set ourselves apart from the competition, and communicate our unique value?
Customizing Our Services: How can Bravo adapt its offerings to match the strategies of top competitors while still staying ahead in the wellness game?
Approach to Incentives: What’s Bravo’s philosophy on incentives, and how does it stack up against others in the market?
Empowering Participants: How do we empower those using our programs, and what can we do to take this to the next level and stand out even more?
Participant Success Metrics: How do we measure success from the participants’ point of view, and how does that compare to how our competitors do it?
Analyzing the competition pushed me and the entire UX Team to think critically and take a step back to assess how we could continue to improve and innovate. By looking at what others were doing, we gathered valuable insights that helped us move forward with the goal of creating a better, more user-focused wellness experience.
Research
Throughout the analysis, I focused on uncovering various pain points that users face, such as rising lifestyle diseases, reduced productivity, and increasing stress levels. A key part of this research was identifying the types of individuals who actively engage in wellness programs. By outlining their characteristics and needs, we gained valuable insight into their motivations and what they hoped to achieve.
The analysis was thorough, covering a wide range of topics, including:
Meeting Participant Needs: Reviewing how current wellness programs meet participant needs and finding ways to make improvements.
Trends and Interests: Looking into new trends and interests among users to understand the shifting wellness landscape.
Industry and Company Expectations: Analyzing the wellness preferences and needs of different industries and organizations, so programs can be tailored for specific groups.
Untapped Market Potential: Identifying market segments that haven’t been fully explored and figuring out strategies to serve these groups effectively.
Incentive Analysis: Understanding what drives people to engage with wellness programs and identifying effective incentive strategies.
Exercise and Productivity Link: Exploring the connection between physical activity and productivity to highlight benefits for wellness programs.
Disease Management Focus: Pinpointing the main areas of disease management that wellness programs target, shedding light on health priorities.
Communication Strategies: Analyzing communication methods that work best for engaging users in wellness programs.
Leadership Engagement: Assessing how leadership involvement impacts the success of wellness programs.
Continuous Improvement: Outlining how to build continuous program improvement for ongoing development and optimization.
This in-depth analysis not only highlighted user pain points but also opened up numerous opportunities to improve the wellness experience. It aimed to equip Bravo and its stakeholders with the knowledge and insights needed to create innovative and effective wellness programs that respond to participants’ and organizations’ evolving needs.
Feedback
After the initial phases of the analysis, I organized a series of collaborative sessions with Bravo Wellness stakeholders to gather further insights and ideas. These sessions were designed to dig deeper into key questions, such as:
Participant Information: What specific details should we focus on to better understand participants' needs and preferences?
Client Information: What are the most important insights about clients that would help us fully grasp their wellness program goals?
Data-Informed Approach: How can we use a data-driven strategy to meet participant needs and align our plans with their expectations and goals?
To make the Industry Analysis more accessible and valuable for stakeholders, I also created a condensed version called the “Industry Analysis Key Insights”. This simplified resource highlighted the most important information in a format that was easy to understand and share, encouraging stakeholder feedback and discussion.
These collaborative efforts were crucial for making sure Bravo Wellness could tap into the collective expertise of its stakeholders. This helped align our strategies with the expectations of both participants and clients while maintaining a data-driven approach to fine-tuning our wellness programs.
Miro board used to ask stakeholders questions over collaborative meeting.
Impact
Our data shows that successful wellness programs can significantly benefit participants, leading to increased physical activity, fewer hospital visits, and reduced healthcare costs.
However, true success in building a healthy workforce relies on boosting program participation. Many wellness initiatives struggle to reach beyond 40%, or even fall below that. To tackle this, we explored the barriers preventing engagement and identified key elements valued by participants and clients to guide the program’s success.
A key insight from our research is the need for better outreach and flexibility, especially for blue-collar and low-income workers, who often face the greatest health challenges yet are underserved by wellness programs. Our findings highlighted:
"Some focus group participants mentioned limited access due to long wait times and inflexible work hours, leading to an unfortunate avoidance of 11.5 cases of cardiovascular disease per 10,000 male population and 2.3 cases per 10,000 female population over a ten-year period."
This analysis not only identifies the challenges but also emphasizes the need for inclusive, accessible wellness programs that reach underserved groups and promote health equity.
One of the most impactful results from this analysis was finding how disease management versus participation management varied greatly in terms of return on investment.
Conclusion
I put together a detailed, over sixty-page document that’s a go-to guide for shaping future decisions at Bravo Wellness.
When I presented it to the Product team, the impact was clear. One team member even said, “I wish we had this document when I first started working here!” Hearing that feedback was rewarding and really highlighted just how valuable this work was.
With this data now at their fingertips, the team felt more confident and empowered to make informed decisions and create real, meaningful change in the user experience at Bravo Wellness. The industry analysis already had shown measurable results, helping to refine our strategies and improve engagement metrics. By identifying key trends and aligning our approach with user needs, we were able to boost program participation and satisfaction rates. This comprehensive insight not only enhanced our decision-making but has also driven tangible improvements in our overall wellness offerings.