BirthCare
XR^*

BirthCare XR is a high-tech MedTech platform designed to extend structured maternity support from pregnancy through postpartum.

The venture brings immersive XR education and training into a wider care system. For healthcare providers and academic institutions, it supports consistent training, scalable delivery, and clinical workflows. For pregnant people, it creates a clearer, more continuous route to education and support beyond the clinic. Its business model is intentionally multi-sided: B2B for institutions and care systems, B2B2C through partners that serve patients, and B2C for direct support.

My strategic product role was to make this high-tech proposition legible: define who it serves, what each group gains, how the experiences connect, and how the venture can grow without reducing a complex care journey to an XR demo.

In maternal care, “innovation” is not enough. The product must feel clinically credible, emotionally reassuring, and viable for the people who decide whether it gets adopted.Product framing

I mapped the people in the system before deciding what the system should ask of them.

BirthCare XR is intentionally a multi-sided MedTech business, not a single-audience XR product. I helped model the distinct motivations, pressure points, behaviours, and purchasing power across B2B, B2B2C, and B2C. This grounded the value proposition in the reality of a fragmented care pathway, instead of a generic XR promise.

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A connected view of the partners, activities, value exchange, delivery routes, costs, and revenue assumptions shaping BirthCare XR.

The process connected research, product logic, and business strategy so that each artefact answered the next question.

This was not a linear design exercise. Insights from customer discovery informed the product proposition. The proposition informed the business model. The business model clarified the website architecture, pitch narrative, and commercial roadmap. The result was a way for stakeholders to see the same product through the same lens.

The brand and interface needed to feel advanced without being experimental, and calm without becoming vague.

For a clinical and institutional audience, visual design was part of the product’s trust model. I framed the direction around three consistent principles: healthcare-grade seriousness, emotional reassurance for high-stress moments, and technological credibility that did not make the experience cold.

The result was a connected set of decisions and artefacts that made BirthCare XR coherent, credible, and ready for the next conversation.

The experience was refined through stakeholder review and heuristic evaluation, aligning user needs, business goals, brand positioning, and a clear path to engagement. More importantly, the work created a shared operating picture: who the product is for, what care problem it meaningfully addresses, why each audience would adopt it, and what needs to be true for growth. That is the difference between a promising concept and a strategy a team can act on.