Image showcasing me engaging with a diverse group of ECPs during the research process.
Overview
A leading global manufacturer of contact lenses, via the consulting firm One Point, needed to understand the foundational challenges faced by Eye Care Professionals (ECPs) in the Hong Kong market. My task was to provide the raw, unfiltered voice of the ECP to serve as the evidence-based foundation for One Point's strategic recommendations.
The Challenge
The manufacturer's business goals were clear, but the path to achieving them was obscured by a lack of deep, qualitative understanding of their most crucial partners—the ECPs.
My Role
I was brought in as a UX Researcher on behalf of One Point for the project and facing the Hong Kong market. My sole responsibility was to conduct and synthesise in-depth interviews with ECPs in Hong Kong. I delivered a comprehensive insights report to the One Point team, who then used my findings to develop the final client-facing strategy.
The Impact
My research replaced assumptions with evidence. The detailed synthesis report became the cornerstone of One Point's strategic plan, ensuring their final recommendations to the manufacturer were grounded in the real-world needs and frustrations of ECPs.
The Problem & Research Objectives
To provide One Point with the clarity they needed, my research was designed to move beyond surface-level data and answer fundamental questions about the ECP experience.
My primary research objectives were:
Map the End-to-End Workflow
To document the complete process ECPs follow when managing a contact lens patient, from initial consultation to aftercare.
Identify and Segment Challenges
To uncover the most significant pain points ECPs face in their daily operations, specifically differentiating between common challenges, issues unique to chain stores, and hurdles specific to independent practices.
Capture Ideal Solutions
To understand, directly from ECPs, what's their ideal solutions and support systems would look like to resolve their identified challenges.
Deliver Actionable Insights
To synthesise all qualitative data into a clear, digestible report that would empower the One Point team to build a data-driven strategy.
The Approach: Deep Qualitative Discovery
To get to the heart of the ECPs' experience, I conducted a series of semi-structured interviews designed to foster open and honest conversation.
Method
8 remote, 60-minute interviews conducted in Cantonese to ensure comfort and precision of expression.
Participants
A balanced mix of ECPs from both independent shops and large retail chains, including optometrists, store owners, and managers, to provide a holistic view of the market.
Interview Structure
My interview guide was structured to explore four key areas, ensuring comprehensive data collection while allowing for conversational flexibility:
Background and Daily Operations
I started by understanding each ECP's role, their business environment, and how much of their daily work involved contact lenses, especially multifocal lenses
The Customer Journey
We walked through the entire process of a patient's interaction, from consultation and fitting to follow-up care.
Management & Promotion Challenges
I probed deeply into the specific difficulties ECPs face, asking about challenges in fitting multifocal lenses, managing inventory, and training staff on new technologies
Support and Resource Needs
Finally, we explored what ideal support from a manufacturer would look like. This included discussions on training, patient education materials, and promotional tools
Key Findings: The ECP Reality in Hong Kong
After synthesising the data from the 8 interviews, two critical insights emerged and these findings highlighted the need for a segmented support strategy tailored to the unique business context of each ECP type.
The Patient Education Gap is a Universal Barrier to Multifocal Lens Adoption
Regardless of whether they worked for a large chain or an independent clinic, every ECP identified patient education as the biggest hurdle in successfully fitting multifocal lenses.
Patients often had concerns about cost, comfort, and adaptation time, and ECPs felt they lacked effective tools to address these issues concisely.
Chains and Independents Face Different Operational Hurdles
The research revealed that a one-size-fits-all solution would not work.
Chain Store ECPs faced challenges related to corporate policies, standardised inventory systems, and ensuring consistent training across many staff members.
Independent Clinic ECPs struggled more with limited time and resources for marketing, managing smaller-scale inventory, and having less internal staff support for administrative tasks.
Deliverables & Impact: Empowering Strategy with Evidence
My role concluded with the delivery of a comprehensive synthesis report to the One Point consulting team. This was the key deliverable that translated raw interview data into a strategic asset.
Deliverable
The report included detailed journey maps, segmented user personas (Chain ECP vs. Independent ECP), and a thorough analysis of the key findings, supported by anonymised, impactful quotes.
Impact
My research provided the foundational evidence One Point needed to craft their strategy with confidence. Instead of operating on assumptions, they could build their recommendations for the end client on a solid, user-centric understanding of the Hong Kong market. My work directly enabled them to propose targeted, effective solutions that addressed the specific, validated needs of the ECPs.
Personal Learnings & Challenges
This project was a valuable experience in conducting international B2B research.
Challenge
I had to quickly get up to speed on the contact lens industry while managing interviews across a significant time zone difference and accommodating the busy, shifting schedules of medical professionals.
Solution
I overcame this by conducting proactive preliminary research into industry trends and challenges, which enabled me to ask more insightful follow-up questions. I also maintained a highly flexible schedule to ensure all interviews were completed successfully.
Key Takeaway
This project powerfully reinforced the importance of conducting research in a user's native language. Communicating in Cantonese was critical for building the trust necessary to uncover deep, honest insights that would have otherwise been missed