Channels 📱: App + web
Markets 🇺🇸: US-first
My role 🙍🏻♀️: Service design & strategic facilitation lead
Team 👥: CPO, commercial leads, clinical leads, Product, Engineering
When 📅: 2024
Status 🚦: Shipped
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✨ My Learnings ✨: This piece of work - which spanned several months - really taught me to communicate design at different levels. Facilitating sessions across seniority levels - tuning the same strategy differently for exec, product, and clinical audiences - and using design to drive company level strategy, not just UI output. Design played a crucial role in facilitating dialogue across diverse stakeholders and roles and often, a quick visual sketch landed better than a polished mock ever could.
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Ada Match was a strategy and service design initiative to build a repeatable model for connecting pharma companies with the patients who'd genuinely benefit from their treatments - an approach that had already worked once, but had never been turned into something Ada could sell and scale on repeat. My job was to take that one-off win and productise it, alongside the product people that came up with this idea.
Ada's core product stopped at the assessment, and the company needed a business model that went further and could actually be scaled outside of our historic health insurance clients. After the success of a pharma deal in 2021 in the COVID space, leadership wanted to try to replicate that formula. Pharma’a appeal was obvious - it had a real, expensive problem reaching the right patients, and very large budgets - but it's a difficult space. Trust, regulations, muddy attribution pipelines and the obvious risk of the whole thing feeling exploitative. The core problem was essentially a shift in company strategy: how could we reliably expand our reach both in breadth and in depth and make it repeatable?
I came in as the connective tissue between commercial strategy and delivery reality: