Physician's Education Platforms
RESPONSIVE WEBSITES • PRODUCT DESIGN
Creating a clean, trustworthy, user-friendly interface that supports physicians in making informed treatment decisions, ensuring patients have access to the latest therapies available.
OVERVIEW
The Therapy Area Hubs provide the latest treatment options, medical information, case studies and expert opinions in a given therapy area to community physicians.
MY ROLE
Senior UX/UI designer
THE PROBLEM
HCPs need a trustworthy, easy and efficient way to stay up to date with the latest treatments to give their patients the best possible care.
HYPOTHESIS
We believe that by creating a trustworthy, efficient, user-friendly platform, we will help HCPs stay up to date with the latest treatments and provide the best possible care to their patients.
GOALS
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Enhance the user experience
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Increase user retention and readability
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Reinforce the core business values: credible, up-to-date, balanced information
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UX & UI needs to be adaptable to be used in all the hub
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CMS needs to be faster and more flexible
RESULTS
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Improved user experience
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Increased user acquisition and retention 3x
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Increased sponsorship
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Increased newsletter subscription
THE RESEARCH
The qualitative user research came to the following key findings:
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The website doesn't feel dynamic.
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Aesthetically it looks boring, not trustworthy and lacks a sense of excitement.
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There is no structure to the content so it makes it hard for the user to find specific information.
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Writers feel limited by the functionalities, slow loading, can't prioritize content according to current trends.
USER PERSONA & USER JOURNEY
With the information gathered from the user research, I created a user persona and user journey.
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HCPS enter therapy area websites via a social media link, ads on reputable websites or directly from a Google search.
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Users mainly use twitter but also have presence on facebook and linkedin.
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Latest medical news are spread around the internet.
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Sometimes the users find information that is false or biased and that causes the biggest frustrations.
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HCPS don't have much free time but they have the need to stay up to date with the latest information in their therapy area specialty.
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The user is unlikely to share content if it’s not relevant to them.
FEATURE PRIORITIZATION
Working alongside stakeholders, medical writers, developers and project managers, we used the 2x2 feature prioritization method to determine which features would add value to the project and which ones should be done first.
USER FLOW
I drafted a user flow to organize content and represent the common path that the user might follow when visiting the platform.
On the homepage the users can access the latest content or select a specific area in the main navigation that provides relevant articles to them, allowing the users to move through different content, and back and forth from the homepage.
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LOW FIDELITY WIREFRAMES
Diverse low fidelity wireframes were created with different layouts, reviewed and tested, to get to the final result.
DESIGN SYSTEM
The design system offers a library of visual style, components, typography and layout to help the team keep consistency throughout the website.
Documentation and High Fidelity Wireframes
As well to creating a clickable prototype and handing the designs on Invision, I created a document that was shared with the team and used by the developers to work on the website, facilitating communication where they could clearly understand the expectations of some of the functionalities.
Final designs
