Stefan De Las
Product designer tackling healthcare problems in the US with Quest Analytics, LLC and in the Caribbean with IViey Healthcare Ltd.
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Starting at the end

As I ended the video call, my mind and body felt tense. Not from a sense of fear, but a sense of excitement. We launched IViey, a healthcare marketplace connecting visitors in need of help with specialists who could provide it. We didn’t exactly know how it would go. We were nervous, excited, enthusiastic and cautious.

I’ve always been a fan of marketplaces. The dynamics around businesses that don’t own a product or don’t create the specified service has always made me curious.

An offer unlike the others

“I’ve been looking for a gynechologist close to work for the past year. …

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Budo Brothers Martial Arts Ecommerce

As I sent over my last files to the Budo Brothers team, my part of the project was over. For them, it now meant that they would take it all and run with it. But I couldn’t help but ask — what more could I have done? Were they truly satisfied?

I had a hand on almost every aspect of their e-commerce platform, their simplified visual language and even their typeface choice and copy. The true test would actually come when they re-launched their store and platform for their adoring public.

A fresh challenge

I was brought on-board to redesign the way their…

A photo depicting the project of the UX design research article in healthcare.
A photo depicting the project of the UX design research article in healthcare.

I’ve spent the past few months diving deeper into UX and Product Design. Why? Because I’ve realized that the entirety of my past 4 years has been, in some way or form, spent using design methods or principles to better products, online experiences and people’s businesses. My work has led me to the use of design principles and methods even when I was unaware of what product or UX design was.

Now, I don’t believe I’ve amassed the experience yet or the proof/portfolio to hold myself up to others who’ve designed for companies like Apple, Google, Twitter, etc. …

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Honestly, if you’re anywhere close to starting your own business, changing up your product or head down in the development of some new app, research should be your biggest endeavor.


Because designing anything successful takes a massive understanding of your customer or user.

Not just what they buy or how much they spend on average for anything. You should know a lot more.

One thing I’ve been learning over the past few weeks is that research can make or break a product or business from day 1.

If you’ve ever researched anything, you usually start with Google. Whether you’re…

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If you’re the glass-half-full type, you’d often find that opportunities come from even the most mundane conversation.

Amazing projects can come about with the simple answer to the question — what are you doing these days?

One thing then leads to another and before you know it — you’re a week into planning your next project together with a friend.

Project IViey is no different. This project was born out of a few scattered conversation over a few months — months that underlined a recurring problem from my project partner.

With their fingers in the healthcare industry, they were the…

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How many times have you seen the word? Have you heard it before? How about used it?

It’s an irresistible word that gets anyone interested. I mean, how can you not love something given away for free? Even if it’s crap. You’re at least curious.

I scour the internet every day, and always come across a new software tool offering a “free” trial or a “free” package. The latest for me is

With a free trial offer, the first thought that popped into my head was to try it. I didn’t care if it’s something random. …

Keep it simple, conversational, and interesting

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Your audience is human.

They have emotions. They have perspectives.

They have biases that inspire every decision they make. Your customers or prospects have fears, dreams, desires, and problems.

Your job is to show how your solution fits and helps them overcome their challenges. Of course, this is easier said than done.

But let’s keep it simple (an ode to the first point) and go through this one step at a time.

1. Keep It Simple

Yep, I said it. Your reader is your most important person. They are the focus of everything you write. …

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I’m sure you’ve read marketing articles on the internet. And if you have, you probably notice the one rule good marketers and copywriters stress on: benefits.

Why you should focus on benefits over features?

Features focus on the business, and what your product or service does. Benefits focus on the customer, and how they “benefit” from using the product or service. Do you see the difference between the two statements?

If you want to attract more customers, you should understand how your product or service benefits your target customer. Benefits are important to good writing and advertising.

CPG (consumer packaged goods) brand Dollar Shave Club shows the way…

Marketing is attention. And the more attention you get, the more chance to sell your product.

I know. I say it like it’s easy. Like marketing is simple. Like it’s something you just do. And once you start, it only goes uphill from there. Right?

I wish.

Unfortunately, it’s not an easy process. It takes time and effort. And a good team.

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Photo by Helena Lopes on Unsplash

Yes, I know. I’ve been writing on the team theme for a while now. But it’s only because I know that teams have more success in accomplishing their goal.

Going it alone can only get you so far…

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Who you get into bed with shouldn’t be taken lightly. It’s a serious matter. From the seductive glances of a first meet to the caresses and late-night conversations that set your heart on fire. You get swooped up in the emotion and before you know it, you’re walking around regretting every decision you’ve made. Finding the right business partner or hire is no different.

Joan, a savvy and informed business owner and marketer, was recently lamenting on her challenge to find the right project hire at a meet-up.

She lost a client — a client she’s had for a long…

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