Developing a New Genetic Testing Product

Project Overview

In late 2024, LetsGetChecked set out to broaden its services by introducing genetic testing for hereditary cancer. Recognising a significant gap in internal understanding of the customer and product, I proactively proposed and drove a discovery research phase. My goal was to ensure that the product was designed with real user needs in mind, mitigating the risks associated with launching in an unfamiliar space.

Research Approach

To gather actionable insights, I conducted in-depth interviews with nine experienced users of competitor genetic testing services. Using affinity mapping and thematic analysis, I synthesised the data into key themes, including users’ frustrations with existing options, their expectations of genetic testing services, and their daily routines. These findings informed the creation of a detailed user persona (fig 1), which became a foundational resource for a cross-functional workshop.

By equipping the product and engineering teams with a deep understanding of user needs, I helped align priorities and ensured that the order process was intuitive, reducing the likelihood of mistakes. 

Prototype Evaluation

Once initial low-fidelity wireframes were developed, I conducted usability testing with five participants whose profiles matched our established persona. This study revealed key areas for improvement, including:

• Adjusting the order flow to align more closely with commonly used Electronic Health Record EHR systems, improving usability for healthcare professionals.

• Adding an additional field in the order process to capture a clinic’s patient identifier number, preventing potential confusion in cases of duplicate names and dates of birth.

These refinements ensured a smoother user experience and reduced potential errors in clinical settings.

Outcomes

This user-focused approach not only shaped product decisions but also influenced company culture. By proactively presenting research insights and exposing knowledge gaps, I engaged stakeholders previously detached from user research, sparking broader adoption of testing and discovery practices across teams. This shift fostered a more evidence-based mindset throughout LetsGetChecked.

As of April 2025, the digital launch of this genetic testing product is still forthcoming. However, the research established a scalable framework for user research within LetsGetChecked, ensuring that future product development is continuously guided by real user needs.