Amgen
I conducted user research, facilitated content strategy workshops, created wireframes, interactive prototypes, usability testing, designed high-fidelity mockups, and created final UI assets with functional annotations deliverables.
Amgen was launching a new treatment for cancer and needed to launch a Health Care Provider, and Patient site, along with a sales rep native app to utilize during their interactions with HCPs.
Blyncyto was an important new product and a successful launch for a new drug is critical. The websites would have 3 versions for launch at different stages of the launch. Amgen provided brand guidelines, and preliminary content. As for the sales rep app, content from a similar app, which was poorly received by it's users.
The approach was to a website that quickly communicated it's message, while giving enough breathing room for the content (which included a lot of regulatory required information), to flow through the page. White space, readability, and simple graphics that communicate.
The native tablet app required user research to understand the the benefits of the print version legacy sales reps would use and what could be brought over to the digital version to improve the adoption rate, while moving forward the app.
I began by first reviewing the native app while drafts of the content was still to be delivered by the client.
What does the print version do well:
What the print version do NOT do well:
I created a survey that was sent to the reps with various questions for each assumption to gauge the sentiment to this perceived issue and to gain insight to what else we did not know that we didn't know.
The feedback from the survey was helpful and gave insight on what to ask about. Generally my questions follow a certain script:
Answers to these help by telling me about their past actions, which are good indicators of future behavior.
We've got a draft of the copy, let's see what we're working with. I facilitated a card sorting exercise with the team, which included members more familiar with the material. The goal was to fit the content into logical buckets.
Tip: If you're OCD like me, avoid lining up the cards in columns and rows. When the exercise starts, the participants will assume the top card is the bucket category. I had to shuffle them a bit to avoid this.
Based on the feedback on the current app, there were a few takeaways.
The functionality needed to be fleshed out. I created wireframes and interactive prototypes in Axure RP. Early on we used cognitive walkthroughs with the team to be sure we had not missed any steps in the process. Then ran usability tests with participants. We gave them a series of scenarios and tasks to complete. They were asked to think aloud as they performed the tasks.
The websites was being designed along with the iVA app. Content was organized based on the iVA.
Pharma is a niche industry, the more projects you're a part of, the more best practical experience you gain.
The iVA was well received by the client. Unfortunately we weren't privy to their usage stats. The HCP/Patient site successfully launched. The client continues to use the design for their related products.