Doctoralia Pro

Doctoralia Pro serves medical professionals and clinics across 13 markets. To expand offerings for diagnostic facilities online, two product teams were assigned—one for the SaaS platform and one for the marketplace platform.

Despite a year of effort, two teams tasked with the project faced challenges, repeatedly pivoting and creating solutions with convoluted logic and interfaces, none of which were implemented. No one was able to understand why.

This is when I joined the project to fix the situation.

Despite several attempts to get back on tracks, misalignment between team understanding and business goals resulted in the development of the wrong and complex solution. Upon joining the team, I delved into understanding the root cause. This involved active participation in team meetings, testing the existing solution, and analyzing team dynamics. After several weeks, key issues emerged:

• Communication silos
• Management acting as proxies
• Limited contextual awareness
• Short-term focus

What I did next

• Provided global product strategy context to the team.
• Defined end-to-end design vision.
• Onboarded team members to the new direction.
• Cracked communication silos by activating product trio and fostering direct collaboration between developers and designers.
• Facilitated involvement of experienced developers in conversations with external stakeholders.
• Designed solution for initial iterations and testing phase.

Solution enhancements

• Simplified services configuration flow.
• Separated interfaces for offer configuration and online visibility configuration as distinct customer tasks.
• Streamlined logic for displaying services and booking visits in the Marketplace, simplifying backend processes for both SaaS and Marketplace.

Timeline and next steps

• Within 3 months of joining the team, we developed the first iteration and delivered value to our customers.
• We are now testing the solution live, gather insights, and continue improvement efforts.