Redesign Health

/ Innovation project that positioned Proper to reinvent the sleep aisle. 

Redesign Health is a venture studio that builds consumer health businesses with a mission to elevate and modernize the patient/customer experience. Their latest venture is Proper, a sleep therapy brand trying to reinvent the long-overlooked sleep aid aisle. They called on Plan A to lead an innovation project that would craft the strategic foundation for the brand and its products.


The problem

The sleep aisle is, well, very sleepy... current solutions are suboptimal and even dangerous, making for quick fixes that don't solve the bigger picture. 

My role

Alongside Plan A's group strategy director, my role was to help identify areas of opportunity for new products, services, and experiences that this brand could own and innovate.


The details

I. Cultural, competitive, industry, and consumer analyses

II. Audience segmentation and persona development

III. Consumer qualitative research; IDI's, surveys  

IV. Consumer quantitative research; conjoint testing, attitudes & usage study, MRI-Simmons

V.  Structured + led client workshops

VI. Brand positioning

VII. Product and digital experience concept development

VIII. Concept Testing; google ad testing, remote focus groups

IX. Retailer pitch deck​

If you'd like to hear more, send me an email, I'd love to talk.

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