Timeline
Mar 2025 to Oct 2025Role
Skills Used
Technologies
Type
AI Medical Scribe Platform
AI Medical Scribe Platform
What if AI could eliminate administrative burden for healthcare providers?
ROSC.AI is a Vancouver-based B2B SaaS Healthcare AI medical scribe platform that helps doctors save time by automating medical documentation. The startup reduces administrative work for healthcare providers while maintaining accuracy and compliance.
Social media, PPC advertising, and sales enablement presentation materials
Marketing website with localized content for market expansion
Desktop and mobile app interface showcasing the AI medical scribe platform
Web app mockups showcasing user interface and workflow design
Mobile app mockups showcasing push-to-microphone recording feature
The Opportunity
From UX Design to Product Strategy
Initially hired as a UX designer, I discovered the startup needed product strategy. After market research and customer discovery, I led product strategy and identified these goals as the critical barriers preventing ROSC from being considered by potential customers, then established OKRs to track progress.
Our Goals
Decrease processing time
Achieve under 30 seconds for audio processing.
Improve Accuracy
Achieve greater than 90% transcription accuracy and maintain medical summarization quality.
Ensure Compliance
Meet data privacy compliance requirements for US and Canada.
The Problem
Strategic Foundation Needed
The product felt like it was flying blind without guidance. The platform lacked clear differentiation in a crowded market dominated by well-funded competitors, making it difficult to stand out and be considered by potential customers. Limited budget constrained both development and marketing efforts. With Web Summit approaching, the startup needed a strategic foundation to effectively present the product to international prospects.
"AI Scribes that are inconsistant, unstable and unreliable would prevent me from adopting this into my practice."
"The format and quality of the note is important and it has to be presented objectively without pronouns"
"I've only got a few minutes to process the note between patients, it can't take longer than that or else I may as well write it myself"
Our Process
Product & Design Strategy
A comprehensive product management approach combining customer discovery, AI model evaluation, feature prioritization, and go-to-market strategy to establish ROSC.ai as a competitive AI medical scribe platform.
Canadian Clinical Evaluation Research
Clinical evaluation findings on AI scribe benefits and limitations in primary care
Reviewed studies on how AI scribes were being used in Canadian medical practices. Found key benefits like less paperwork and better doctor-patient interactions, while noting challenges with performance consistency and electronic medical record integration.
- OntarioMD research
- Infoway research
Competitor Market Research
Competitive analysis matrix showing key market players and their offerings
Analyzed the competitive landscape to understand market positioning and identify opportunities for differentiation.
- Competitive analysis of AI medical scribe landscape
- Identified market gaps and differentiation opportunities
Customer Discovery Interviews
10 targeted questions condensed to under 30-minute interviews for busy physicians
Conducted interviews with healthcare professionals to understand their workflows, pain points, and feature requirements.
- Interviews with healthcare professionals across specialties
- Explored workflows, pain points, and feature requirements
Customer Journey Mapping
Created journey maps to bridge understanding between clinical expertise and development teams.
- Created journey maps bridging clinical and development teams
- Established shared reference for physician workflows
Family Physician & Specialist Personas
Synthesized clinical research findings, customer interviews, and physician surveys to develop user personas and journey maps. These personas aligned the team around customer-centered development priorities and informed feature decisions.
- Family physicians: high patient volume, time-constrained
- Specialists: complex documentation needs, specialty-specific workflows
- Tech comfort levels: varied adoption of digital tools
- Pain points: administrative burden, EMR integration challenges
AI Model Benchmarking
Gained understanding of available speech-to-text models and performance benchmarks. Compared models analyzing cost, error rates, and speed for data-driven selection based on real performance data rather than vendor marketing.
- WER (Word Error Rate) comparison
- Cost analysis per transcription
- Processing speed and latency
- Medical terminology accuracy
- Multi-language support capabilities
AI Model Interoperability & Evaluation
Designed a flexible system architecture that supports multiple AI providers and enables seamless model evaluation and switching.
- Flexible system supporting multiple AI providers
- Abstraction layer for seamless model switching
- Evaluation protocols for accuracy and compliance
- Continuous performance monitoring
Prompt Engineering
Developed and optimized prompts to improve AI model performance for medical transcription and summarization.
- Medical terminology prompt optimization
- Context-aware prompt design
- Iterative prompt refinement for accuracy
Standardized Clinical Testing
Established a standardized testing framework to ensure consistent quality and performance across different healthcare environments.
- Testing framework with standardized datasets
- Surveys to standardize testing environments
- Automated validation pipelines for quality benchmarks
Core Functionality Prioritization
Established feature prioritization framework focusing on essential user journey components. Prioritized features based on user impact, technical feasibility, and business value to ensure MVP delivered core value proposition. Web app was prioritized first based on customer discovery, with mobile app developed later as an extension of the web app, primarily functioning as a microphone/recording tool.
- Prioritized web app over mobile app based on customer discovery
- Mobile app developed later as extension of web app, primarily as microphone/recording tool
- Streamlined login/sign-up experience
- Intuitive transcription interface
- Efficient note processing pipeline
- Comprehensive note results display
- Seamless submission workflow
User Flow Analysis
Analyzed user flows to identify pain points and optimize the transcription workflow for healthcare professionals.
- User flow mapping for transcription process
- Identified pain points and optimization opportunities
UI/UX Design
Created user interface designs and design systems to support prioritized features and improve user experience.
- User interface design for transcription workflow
- Design system for consistent UI components
- Mobile and web app interface designs
Iconography
Developed iconography system to support clear visual communication and improve interface usability.
- Medical terminology icon library
- Consistent icon style and usage guidelines
Design System
Built on existing design systems to maintain familiarity and reduce development overhead while establishing a comprehensive design system for consistency and scalability across the platform.
- Building on existing design systems
- Component library and style guide
- Design tokens for colors, typography, spacing
- Responsive design patterns
Balancing Visual Updates with Functionality
Prioritized visual improvements while maintaining focus on core functionality and user needs.
- Balanced aesthetic updates with functional requirements
- Ensured visual changes enhanced rather than hindered usability
Sales & Marketing Strategy
Developed an integrated sales and marketing approach with enablement materials, infrastructure, and analytics to drive lead generation and conversions.
- Integrated sales and marketing approach
- Sales enablement materials: pitch decks, brochures, demos
- Product demo at Web Summit to international prospects
- Marketing channels: website, digital ads, social media
- Analytics tracking for sales funnel optimization
Brand Strategy
Developed a comprehensive brand strategy positioning ROSC.ai as a privacy-first, clinician-focused platform with modernized visual identity.
- Privacy-first, clinician-focused positioning
- Value propositions: real-time processing, multi-language, compliance
- Modernized brand assets and visual identity
Pricing Strategy
Developed competitive pricing framework based on market research. Analyzed pricing models across 15+ AI medical scribe platforms to establish value-based pricing that balances superior privacy compliance, processing speed, and clinical accuracy while remaining accessible to small and medium practices.
- Evaluated package offerings across competitors
- Free tier for trial and low-volume users
- Paid tier for standard practice needs
- Enterprise tier for large organizations
Customer Acquisition & Partnership Strategy
Established targeted acquisition and partnership strategies to accelerate market entry and build credibility in the healthcare ecosystem.
- Targeted B2B healthcare acquisition for clinical trials
- Partnerships with healthcare organizations for pilot programs
- Strategic partnerships with Canadian healthcare ecosystem stakeholders
Market Expansion Strategy
Developed international expansion strategy for markets beyond North America, including regulatory research and localization frameworks.
- International expansion strategy for Japan and Brazil
- Regulatory and competitive landscape research
- Localization framework for language and compliance
- Multi-language architecture support
The Outcome
Strategic Foundation Established
Successfully positioned ROSC.ai as a competitive AI medical scribe platform through strategic product management, achieving significant performance improvements and establishing market presence with multiple pilot programs since the 2025 Vancouver Web Summit Soft launch. Expanded focus beyond North America to international markets, enabling global expansion and strategic partnerships.
Processing Speed
Transitioning from sequential to real-time audio processing
Transcription Accuracy
Achieved through aligning the right AI models for medical terminology
Data Privacy Compliance
Achieved for US, Canada, Japan, and Brazil markets
"Jackie has played a major role in helping us prioritize core features, shape our product strategy, and build a roadmap that truly supports clinicians. He took the lead on preparing for our global outreach, including the Web Summit, by creating pitch decks, branded materials, and demo videos that bring our story to life. He also worked closely with the development team to improve our audio processing speed, and helped transform our brand and web app to support localization and scale internationally. We’re grateful for his clear thinking, strong follow-through, and product leadership as we continue to grow ROSC. 🙏"
Dylan Dilmurat
Client
Key Takeaways
What We Learned
Design Insights
Visual and interaction design learnings
•AI products need extensive user education.
•Constant market monitoring is essential.
•Localization is critical for international markets.
•Strong brand identity builds AI credibility.
Product Insights
Why this approach is valuable
•Customer discovery informs product development.
•Startups need creative solutions with limited resources.
•Cross-functional collaboration is essential for AI products.
•Strategic flexibility is crucial in fast-moving AI markets.
Specific details may be limited due to NDAs. Projects may be updated due to growth.
Interested in Working Together?
Let's discuss how I can help drive your product strategy and cross-functional initiatives.