Track A & B — User + Institutional Journey
Two parallel journey maps: Track A follows the paying newcomer from WhatsApp discovery through five stages to subscription. Track B maps Region Skåne (Utveckling migration och hälsa) from research introduction through content partnership, agent co-funding, outcome data, to policy endorsement.
Track A — Paying newcomer journey
Discovery (peer referral via WhatsApp group) → Free value (symptom triage, clinic address) → Trust built (returns for follow-up, "most useful thing since arriving") → Upgrade moment (receives Försäkringskassan letter, hits premium wall) → Paying user (49kr via Swish, subscribes 99kr/month). Key insight: conversion is triggered by anxiety about high-stakes official documents, not by marketing.
Track B — Region Skåne institutional journey
Research intro (Malmö University contacts unit with field findings) → Content partnership (quarterly triage logic review) → Agent co-funding (proposes from integration budget) → Outcome data (anonymised quarterly report) → Policy endorsement (bot cited in health equity reporting). PMF signal at each stage validates institutional buy-in without requiring top-down mandate.