I think you can hire people who know the market in their bones from hard-fought experience, but you could also contract out some user experience researchers to

I think you can hire people who know the market in their bones from hard-fought experience, but you could also contract out some user experience researchers to shadow these people and tell you everything you need to fix. I have to imagine a healthcare worker turned PM has to be rare and expensive that they cost more than contracting out research. The reason both don’t happen is probably that they are expensive to do (and expensive to execute on the information you find). I don’t have any knowledge of the healthcare software market, but my guess is that being easier to use for the rank and file probably isn’t as big a differentiator to the administrators purchasing the software as costs are. This is pretty common when you have software that is purchased by administrators for others, especially highly regulated software.