Afternoon Health

Senior Healthcare Service

A digital healthcare service helping seniors identify early-stage shoulder conditions and sustain recovery through AI guidance, sensor-based exercise, and clear progress reporting.

Market Context

Many seniors experience shoulder discomfort but struggle to determine whether it is temporary soreness or a degenerative condition such as frozen shoulder. Early symptoms are often ignored due to lack of accessible guidance. We identified an opportunity to intervene before clinical escalation, enabling seniors to understand their condition and take appropriate action through lightweight daily care.

Strategy: Brand Before Product

Key Insight

  • At inception, requirements were highly ambiguous, defined only as “supporting healthy life after retirement.”

  • The users did not yet perceive their condition as a “problem,” hence functional solutions alone will not be adopted.


Approach

  • Insisted that brand will be more effective then the product to validate seniors’ emotional resonance and problem awareness before product development

  • Built a narrative positioning seniors not as declining users, but as individuals in the most active phase of life:

“If human life were a 24-hour day, the 50s and 60s would be just past noon, the warmest and most active hours. We support your afternoon of life.”

  • Launched an early-stage senior community to test resonance and engagement


Result

  • Strong emotional alignment within senior communities

  • 98% satisfaction among early participants

  • Validated demand for a shoulder-focused digital health service, ensuring MVP users as the product launches.

Product Main Feature

  1. AI-Based Shoulder Health Chatbot: Structured, evidence-based assessment to clarify current condition, risks, and next steps.

  2. Sensor-Assisted Exercise & Analysis: Gyroscope-based device captures movement data during guided exercises, analyzed with physical therapists and ML engineers to support early diagnosis.

  3. Senior-Friendly Progress Reports: Progress is communicated through daily-life improvements rather than raw metrics, reducing cognitive and digital barriers.

  4. Personalized Recovery Routine: A 10-minute daily routine tailored to senior physiology, progressing gradually to support long-term consistency.

My Role

Product Manager & Brand Strategist

  • Defined product strategy in a highly ambiguous, early-stage environment

  • Led brand positioning and validated market demand prior to full product development

  • Designed end-to-end user flows across mobile app, connected device, and health reporting

  • Planned, scoped, and delivered the MVP

  • Coordinated a cross-functional, distributed team including app designers, database architects, and engineers

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