Oura asked our team to determine how might they design a companion subscription app to compliment the sales of their current wearable product. At the time, the connected app experience was offered for free with the physical product.

Within the context of a competitive wearable market, Oura was starting to explore how they might productize a new subscription and bring it to market to answer the questions;

• Who should be a target customer segment across existing and new customer?

• What features, content, and services should define their initial product offering?

• What would customer be willing to pay?

• How should we reach these customers?

In a product manager and business designer role within the team, I led the team in conducting a rigorous competitive assessment and customer segmentation to determine what opportunities existed for Oura.

The team ideated and developed a prioritized requirements list to inform initial prototypes to test with potential customers. We then conducted a quant survey to test the prioritized concepts.

The team delivered a prioritized roadmap of features, go-to-market strategy and pricing strategy to aid the successful launch of the new offering.

Enabled Oura to prioritize new product development, explore a range of new feature ideas, gain insight into a new revenue model and determine successful competitive advantages within a new content oriented offering.

Oura announced their subscription model and experience layer in October 2021.