Boston Scientific hired Wayne to build the product discovery and design capability for the Neuromodulation's chronic pain franchise.
PainScale logo on blue background
Accessibility icon on blue background
Design System icon on blue background
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PainScale

PainScale launched in 2017 to capture, qualify, educate, and connect pain patients with doctors that implant Spinal Cord Stimulators (SCS).

Overview

Challenge

Spinal cord stimulation (SCS) is an invasive surgery with low awareness for chronic pain patients. The business goal was to increase SCS revenue 10%, and a cash flow positive solution in 18 months.

Solution

Patients are captured and qualified with digital advertising, and use PainScale to learn about different treatments, and track their health for their doctors.

Screenshot of body pain identification in PainScale app
Screenshot of insights tab in PainScale app
Screenshot of content calendar in PainScale app
Screenshot of pain report in PainScale app

Impact

100k+

Happy Customers

4.5★

Apple & Play Store Ratings

3 yrs

Best Fibromyalgia App Healthline

50%

of the team was acquihired by Boston Scientific

Customer Research

We conducted customer research with 75K patients and 450 physicians, using methods like ethnography, interviews, surveys, and desk research.
Patient icon
Patient
Doctor icon
Doctor
Payer icon
Payer
Employer icon
Employer
Boston Scientific logo
Therapy
Pain Points
Treatment information is confusing, and the pain journey is long, complex, and opaque.
Doctors have low quality patient data, limited time, and friction with insurance companies.
The same treatment’s cost can vary 8x between different hospital systems.
Chronic pain costs employers ~$635B/yr in lost productivity and insurance premiums.
Patients have low awareness and negative perception of spinal cord stimulation.
Needs
Reduce pain and participate in daily activities
Spend more time with patients, and less time with paperwork
Align incentives with physicians, patients, and therapy providers
Healthy and productive workers
Reduce customer acquisition cost, and increase customer lifetime value
Pain Points
Needs
Patient icon
Patient
Treatment information is confusing, and the pain journey is long, complex, and opaque.
Reduce pain and participate in daily activities
Doctor icon
Doctor
Doctors have low quality patient data, limited time, and friction with insurance companies.
Spend more time with patients, and less time with paperwork
Payer icon
Payer
The same treatment’s cost can vary 8x between different hospital systems.
Align incentives with physicians, patients, and therapy providers
Employer icon
Employer
Chronic pain costs employers ~$635B/yr in lost productivity and insurance premiums.
Healthy and productive workers
Boston Scientific logo
Therapy
Patients have low awareness and negative perception of spinal cord stimulation.
Reduce customer acquisition cost, and increase customer lifetime value

Customer Journey

We mapped the patient & physician journey to visualize their progress, pain points, needs, attitudes, and behaviors.
Journey Roadmap

Patient Segmentation

We segmented patients with demographic and behavioral data to inform product use cases and align marketing activities.
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SCS Qualified
Surgery seeker icon
Surgery Seeker
Education seeker icon
Education Seeker
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Quantified Self
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Support Network
Caregiver icon
Caregiver

Market Research

We conducted market research to understand trends, competition, and business models. The research informed 30+ divergent ideas that were tested and iterated with customers. The final solution was picked for its desirability, viability, feasibility, and strategic fit.

Feature Research

We conducted concept and usability testing with 125 customers.
Concept testing results

Content Research

We evaluated 7 competitive products to benchmark content quality, table stakes requirements, and differentiation opportunities.
Summary of Competition Evaluation

Product Development

We built, tested, and iterated for 7 months on the patient, physician products, and sales rep workflow optimization.
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Value Prop

PainScale helps chronic pain patients find the right treatment for their condition.

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MVP Features

Track pain, activities, treatments
Learn about treatments, conditions
Share health data with doctors
Identify qualified SCS patients

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Backlog Features

Community support
Doctor finder
Track mood, pain triggers

Patient MVP

Screenshot of body pain identification in PainScale app

Track Your Health

Log pain, activity, and treatments.

Screenshot of insights tab in PainScale app

Discover Insights

Learn about relevant treatments from the patient community.

Screenshot of content calendar in PainScale app

Access Trusted Content

Learn about your condition, and explore therapy articles, videos, and meditations.

Screenshot of pain report in PainScale app

Share Pain Report

Share pain, activity, and treatment data with your doctor.

Content Creation

We created original content to capture, educate patients online. We optimized SEO to reduce patient acquisition cost.
Description icon

79 Descriptions

Infographics icon

29 Infographics

Guided meditation icon

15 Guided Meditations

Article icon

345 Articles

Video icon

48 Wellness Videos

Description icon

79
Descriptions

Infographics icon

29
Infographics

Guided meditation icon

15
Guided Meditations

Article icon

345
Articles

Video icon

48
Wellness Videos

Physician Report

The pain report provides doctors with accurate, complete, and historical patient data. It takes 1 minute to analyze, and is attached to electronic medical records (EMR’s) for treatment authorization and reimbursement.
Patient overview image
Patient Overview
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Patient Detail

Boston Scientific Sales & Marketing

Marketing funnel

Marketing

We aligned PainScale with existing marketing activities.

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Customer Data

We integrated with Salesforce to manage customer data.

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Lead Management

We re-designed the marketing → inside sales → field sales handoff to improve customer experience and key business metrics.

Product Launch

PainScale beta landing page

Beta Website Launch

The beta website launched to capture, qualify early adopters, and test logging usability, content quality, and SEO ranking.
PainScale launch landing page

Official Website Launch

We created a desktop and mobile version of the website, and segmented the experience for patients and doctors.

Impact

100k+

Happy Customers

4.5★

Apple & Play Store Ratings

3 yrs

Best Fibromyalgia App Healthline

50%

of the team was acquihired by Boston Scientific

Accessibility

Pave built the Accessibility capability for Boston Scientific’s Neuromodulation division and chronic pain franchise.

Overview

Challenge

Boston Scientific identified the accessibility debt in their product portfolio, and Pave fixed the debt and prevented it from returning.

Solution

Pave used its methodology to fix the portfolio’s accessibility and train Boston Scientific’s team.

Dotted line with timeline of different parts of project

Project Principles

Visual Accessibility

We prioritized visual accessibility for an older customer base, and improved the product’s visual design, screen reader, and keyboard navigation experience.

Collaboration

Accessibility is a team effort, and we influenced, trained, and partnered with 82 teammates to deliver a capability > a project.

Value

We documented our program for the product team to share with marketing, hardware, and other business units.

Impact

Fixed

23

Issues 1st month
Trained

82

Employees
Delivered

Project

in 1 quarter

Design System

Pave updated Neuromodulation’s design system to improve UI consistency, accessibility, and product delivery speed.

Overview

Challenge

Individual product teams designed & engineered their products independently, and as the portfolio grew, the design & technical debt led to an inconsistent experience, and reduced team delivery speed.

Solution

We designed Boston Scientific’s
1st design system to standardize their software design, fill any gaps, and update the UI kit with lightweight documentation. 

Design Principles

On Brand

We aligned the visual design to the company values and existing brand.

Accessible

We optimized for patients with chronic pain and visual impairments.

Extensible

We added missing styles, components, states, patterns, principles, and an illustration kit to support future use cases.

Impact

Aligned

18

Employees
Delivered

Project

1 quarter