Project Overview

Client: TheraV, a healthcare start-up specializing in innovative, pain management products for veterans who have undergone limb amputation as a result of combat related injuries.

Role: Lead UX Researcher & Strategist

Objective: To understand the veteran's journey from pre-amputation through to one year post-operative, in order to inform the website and marketing of a new product aimed at reducing pain post-limb amputation.

Background

The client was in the process of testing an innovative after-market product designed to alleviate pain for veterans post-limb amputation. Recognizing the unique challenges faced by veterans, the project aimed to deeply understand their journey from the moment they learn about the need for an amputation, through their recovery and adaptation process, ultimately aiding in the design and marketing strategy of the product.

Research Methods

• Online Ethnographic Research: Conducted immersive online ethnography by observing veteran communities, forums, and social media platforms to understand the cultural and emotional landscapes of individuals undergoing limb amputation.

• Content Analysis: Performed content analysis on a wide range of digital sources, including personal blogs, online support group discussions, and social media posts, to identify common themes and sentiments expressed by veterans about their amputation journey.

• Data Mining and Analytics: Employed data mining techniques to extract relevant information from online forums and websites, coupled with analytical tools to uncover patterns and trends in the experiences of individuals post-amputation.

• Thematic Analysis: Applied thematic analysis to categorize and interpret data, identifying key themes such as coping mechanisms, physical and emotional challenges, and recovery milestones, to inform design solutions that address real user needs.

• Comparative Analysis: Conducted comparative analysis of existing pain management solutions, evaluating their usability to identify gaps and opportunities for innovation in the context of veteran amputation recovery.

• Literature Review: Integrated insights from academic literature, medical research studies, and industry reports to contextualize user experiences within broader trends in healthcare and pain management.

Insight Tools

• Persona Development: Created detailed personas based on aggregated research findings to represent the diverse experiences and needs of veterans with limb amputations, facilitating empathy-driven design and strategy formulation.

• User Journey Mapping: Developed comprehensive user journey maps highlighting the pre- and post-amputation phases, including critical pain points and opportunities for intervention, to guide the development of user-centered design solutions.

Process and Challenges

In tackling this project, my approach was rooted in a deep and nuanced understanding of the veteran experience surrounding limb amputation. The process, while immensely rewarding, presented several unique challenges.

Primarily, the limitation of not being able to conduct face-to-face interviews meant I had to rely solely on online research methods. This demanded creativity and persistence in identifying and extracting meaningful insights from a variety of digital sources, including forums, blogs, and social media platforms.

Another significant challenge was ensuring the emotional depth and personal narratives of veterans were interpreted with the utmost sensitivity and accuracy. The nature of the topic required me to navigate the data with empathy and respect, balancing analytical rigor with a deep understanding of the human stories behind the numbers. Despite these obstacles, the project was a profound learning experience, pushing me to innovate within my research methodology and deepen my commitment to developing solutions that genuinely resonate with users' lived experiences.

Findings and Insights

• Emotional Journey is Multifaceted: Uncovered that the emotional journey of veterans facing amputation is deeply complex, involving initial shock and denial, gradual acceptance, and a resilient quest for normalcy, highlighting the need for solutions that address both psychological and physical aspects of recovery.

• Importance of Community Support: Identified the critical role of community support and peer networks in the rehabilitation process, suggesting that solutions should facilitate connections among veterans to share experiences, coping strategies, and mutual encouragement.

• Adaptation and Accessibility Concerns: Found that adapting to life post-amputation is a significant challenge for veterans, with concerns about accessibility and usability of prosthetics and other aids. Insights pointed towards designing solutions that are customizable and adaptable to individual needs.

• Pain Management Beyond Medication: Revealed a strong desire among veterans for non-pharmacological pain management techniques, indicating opportunities for holistic approaches that integrate physical therapy, mental health support, and alternative pain relief methods.

• Digital Platforms as a Lifeline: Discovered that online forums and social media play a crucial role in providing information, emotional support, and a sense of belonging, suggesting that digital solutions can be effective platforms for delivering pain management and rehabilitation programs.

• Need for Ongoing Support: Highlighted that support needs extend well beyond the initial recovery phase, with many veterans seeking ongoing assistance with physical health, mental well-being, and social integration, pointing towards the development of long-term care strategies.

Impact

My research offered TheraV invaluable insights into the veteran's journey, enabling them to:

• Tailor Messaging: Craft empathetic and empowering communication strategies that resonate with veterans' experiences and aspirations.

• Strategic Product Placement: Identify optimal touchpoints for product introduction, ensuring information is available when veterans are most receptive.

• Build Trust: Develop strategies for leveraging endorsements from healthcare providers and veteran community leaders to build credibility and trust within the target market.

• Implement a Multi-Channel Approach: Expand the tailored messaging across multiple channels — including social media, veterans' forums, email newsletters, and community events — to ensure wide-reaching engagement. Optimize each channel's content to suit its unique format and audience preferences.

Through this project, TheraV gained a holistic understanding of the veteran's post-amputation journey, informing both product development and marketing strategy to better meet the needs of this deserving community.