Project Title: Mutti MVP E-Commerce Product Launch
Tags:
With rising demand for medication deliveries during the pandemic, mPharma identified the need to digitize and streamline patient ordering. To address this, the team developed and launched a minimum viable product (MVP) e-commerce platform under the Mutti brand. The goal was to simplify the patient ordering journey, improve fulfillment efficiency, and lay the foundation for a scalable digital health commerce solution. The MVP was rolled out across selected operating countries as a proof of concept, guided by user research and a structured go-to-market (GTM) plan.
My Role
As Project Lead, I directed the end-to-end delivery of the MVP, with contributions spanning:
- Copywriting and product messaging
- Product photoshoot direction
- Defining the Ideal Customer Profile (ICP)
- Customer journey mapping
- Go-to-market strategy development
- Content strategy design
- Recruitment and management of creative/marketing agencies
What I Delivered
- Cross-Functional Coordination: Brought together teams from operations, engineering, finance & pricing, product, and marketing to define MVP features and requirements.
- Customer Insights: Conducted structured user research to capture patient needs, validate the ICP, and inform iterative product improvements (User research findings).
- Product Experience: Directed copywriting and visual asset creation (including photoshoots) to ensure a clear, patient-friendly interface.
- Journey Mapping: Designed the end-to-end customer journey to optimize onboarding, ordering, and delivery touchpoints.
- GTM Execution: Created and implemented a comprehensive go-to-market strategy (Mutti e-commerce Marketing Plan) supported by a robust project communication framework (Communication Plan).
- Agency Management: Recruited and managed partner agencies for creative and campaign delivery.
Outcomes & Wins
- Successful MVP launch across multiple markets within the set timelines.
- Improved efficiency of the delivery process, ensuring patients could reliably access medications during a critical period.
- Achieved a 45% increase in online orders within the first month of launch.
- Increased customer satisfaction through a streamlined ordering experience and improved fulfillment.
- Leveraged user research to drive ongoing improvements and optimizations, supporting sustained growth and product evolution.
Impact
Due to the increasing demand for deliveries, we launched an MVP e-commerce product for Mutti to improve our processes. This involved conducting user research to inform app improvements and leading the successful launch of the MVP across selected operating countries by working with cross-functional teams across operations, engineering, finance & pricing, product, and marketing.
- Task
The task was to develop and launch an MVP e-commerce product for Mutti to improve the delivery process amid increasing demand and conduct user research to inform app improvements.
- Action
We worked with cross-functional teams across operations, engineering, finance & pricing, product, and marketing to identify the key features and requirements for the MVP. We designed and developed the MVP e-commerce product with an easy-to-use interface, conducted user research to gather feedback and make necessary improvements, and led the launch of the MVP across selected operating countries.
- Results
The launch of the MVP e-commerce product for Mutti was successful. It resulted in a more efficient and effective delivery process, increased customer satisfaction, and a 45% increase in online orders within the first month of launch. The user research conducted during the development phase helped inform ongoing improvements and optimizations to the app, leading to continued growth and success for Mutti in the e-commerce space.