Goals
Grouper is in a unique scenario where it not only caters B2B, but also B2C- in other words, B2B2C: Healthcare providers to various groups and activities to members.
Directory’s goal was to solve problems for each of those sects through one seamless experience. Groups and activities needed to be collected and added for the healthcare providers, the individual groups and activities needed to be represented well on the platform, and we needed to find a way to connect our members with a group or activity.
Users and audience
Grouper members join through two distinct channels. Healthcare providers, like UnitedHealthcare, directly refer one group, while the other comes through partnerships with national organizations such as the U.S. Bowling Congress or the National Pickleball League. In the latter case, these organizations would promote Grouper to their members. These users would then complete an online eligibility check with us to verify age and healthcare provider. Once deemed eligible, they would proceed with onboarding and gain access to our directory. The primary persona for the Directory consisted of members who did not belong to any national organization or group, as those joining through such organizations were already part of established communities.
Scope and constraints
Grouper is an early-stage tech startup still finding its footing, so the scope of the Directory evolved and pivoted frequently which is something you'll notice throughout this case study.
Time and budget were two of the primary constraints. Other challenges included:
Certain deliverables were committed without sufficient planning or understanding, triggering a chain reaction of changes that significantly impacted the Directory's release timeline
Since the product was being built from the ground up, every pivot or change had a significant impact on engineering efforts, which in turn delayed progress on design work
The budget didn’t account for essential needs like usability testing, which required some creative problem-solving to work around
Roles and responsibilities
As the product designer for the Member Directory experience, I was responsible for end-to-end design - from creating user flows, wireframes, and high-fidelity designs in Figma to building interactive prototypes. I regularly presented my work to key stakeholders throughout the project. I also handled engineering handoff by preparing detailed documentation, writing Jira tickets, and conducting QA testing prior to release.