Reimagining Product Strategy for a Legacy B2B Brand
Role
Lead Researcher
Tools
User Interviews, Market Sizing, Product Positioning, Affinity Mapping using Miro
Challenge
The legacy brand was facing stagnant growth and a narrow market. Our task was to identify whitespace for product innovation and propose a viable go-to-market strategy.
Overview
In this multi-phase business innovation sprint, I partnered with a 50+ year-old pharmaceutical equipment brand to reimagine its product line for a new, underserved market; urban diagnostic labs.
Impact
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The research informed a full repositioning of the product, from hardware features to sales channels.
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Helped the brand shift from “technical supplier” to “user-focused partner” by anchoring design in behavioral insight.
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Projected a potential $800k revenue over 5 years from new market capture.
My Approach
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Conducted 20+ primary interviews with lab managers, technicians, and distributors to surface pain points in existing medical cooling solutions.
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Mapped user behaviors and operational needs into actionable personas and journey maps.
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Developed a new product concept—a compact cooling cabinet—shaped by environmental constraints, usability gaps, and price sensitivity.
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Built a 5-year adoption and revenue projection model using industry TAM/SAM sizing and cost-down engineering feasibility.
