Developed Arrival, a biomarker-based test to predict maternal delivery windows
Unlocking potential for $0.5M in first-year revenue and achieving 60% market interest pre-launch
The Challenge
Pregnancy due dates are notoriously imprecise — only 4% of babies arrive on schedule. This uncertainty creates anxiety for expectant families and inefficiencies across the healthcare system. Sera, a pregnancy medtech innovator, developed Arrival, a first-of-its-kind test that uses 12+ biomarkers and lifestyle data to more accurately predict delivery windows.
To commercialize this breakthrough, a maternal medtech company needed a consumer-ready product experience, validated brand positioning, and a GTM strategy that built trust while accelerating adoption — all within a highly sensitive and regulated space
The Approach
I led an integrated strategy-design-commercialization sprint — aligning science, story, and operations.
Key actions included:
Persona Definition & Messaging: Identified three core segments — Pragmatic Adapters, Empowered Validators, and Trusting Delegators. We tailored UX flows and prioritized value propositions to match their psychological profiles.
Product & Experience Design: Designed an end-to-end physical + digital experience — from at-home testing to app-based results — grounded in emotional support and scientific clarity.
Consumer Testing & Validation: Engaged over 37,500 users through 4 rounds of qualitative and quantitative testing to optimize claims, format, and language. Precision-based language (“40x more accurate than due dates”) proved most compelling.
GTM & Commercial Launch Plan Strategy: Built a DTC-first model via e-order with phased regulatory rollout. Mapped launch channels, influencer activation, and GTM pathways. Designed commercial launch plan across departments and teams (e.g., product, design, marketing, data science, regulatory, legal, finance, etc).
The Outcome
Launched July 2025, Arrival is now positioned as a category-defining diagnostic for the next generation of maternal health:
Revenue target in Year 1 supported by scalable launch architecture
60% of target personas expressed strong willingness to purchase
4x rounds of research informed message-market fit and UX design
Positioned as a clinically credible yet emotionally supportive product
Enabled future expansion into retail and clinical pathways through a robust GTM and operational foundation
Project Snapshot
Client: Maternal medtech company
Industry: HealthTech / FemTech / Wome'n’s Health / Digital Diagnostics
My Role: Program manager & experience design principal