Media Resources Platform
Minimizing Friction, Maximizing Engagement for HCPs for a Fortune 100 Pharma Company
ROLE
UI Designer
Duration
4 Months
Our client aimed to redesign an existing medical resources website to help digitally distribute information across its network of healthcare providers (HCPs).
Background
When we began, the existing resources platform had significant shortcomings our stakeholders wanted to address. Our stakeholder wanted to build a case for how a redesigned resources platform, along with other brand pages, could provide a differentiated experience for HCPs.
My Role
I collaborated closely with a team of three other designers and a third-party research vendor. My responsibilities included leading a Jobs-to-Be-Done workshop and a prioritization workshop to uncover crucial insights. I was also deeply involved in designing the user interface for this medical resources tool and documenting these designs for client handoff.
Uncovering Insights
I conducted a Jobs-to-Be-Done workshop with various client-side stakeholders. We used a sentence format board to identify:
User types
Their events, situations, or problems
Associated tasks
Their desired outcomes
These insights helped us form the foundation for our design decisions. We created a pool of features with various categories that covered a lot of ground. This groundwork helped us prioritize quick wins and major projects, driving our design strategy.
Reviewing Research
Our research partner conducted an analysis of various sections for the existing tool with various HCPs and found the following insights. These insights helped us link proposed features to those insights for the best value:
"HCPs are short on time and want to get to and understand information quickly"
Features:
Improved Filtering
Reorganize content in better "buckets"
Communicate what info could be available during a "logged in" experience
Provide summaries for multimedia content
"HCPs want variation and flexibility with various content"
Features:
Introduce the ability to register for and view live content to watch online
Provide summaries for multimedia content instead of needing to watch or listen
"HCPs want to better understand the supporting material for posted content"
Features:
Provide a "resources" section that allows for content to be downloaded related to what they were viewing
"HCPs are concerned about the bias of the information they are viewing"
Features:
Show a "popular" content section that is based on engagement
Introduce a visualization on the video played that shows "most played" sections
"HCPs thought that some of their peers may find what they were viewing interesting"
Features:
Introduce a way for HCPs to better socialize the content they are exploring
As we wrapped up our insights from the client as well as our research partner, we began to design the user interface. Our team began to review previous design work and the current tool's interface and iterate on a few design decisions. Through a review cycle with our client and one round of user testing, I landed on design decisions for the medical resources experience. I was able to work quickly and efficiently where I could easily incorporate far more features and experiences than initially thought!
Landing Page
Improved Filtering
HCPs would have improved filtering that introduced search, sorting, and 5 other filtering parameters to find content most applicable to them as quickly as possible
Content Cards
Content Cards now explicitly showed clearer titles and descriptions along with media type and duration labels. Tags highlighted the topics covered in the content, making it easier for users to find relevant information. A progress bar and label also would be shown on these cards if the HCP had began watching this content previously
Content Grouping
Better content groupings were made to encourage engagement like "popular content" and "New content"
Live Event Hero Section
The Hero Section showcased live events, allowing users to view, register for, or explore upcoming events
Logged In Experience
An experience that helps tailor content to the HCP. This allowed them to see a "bookmarked content" section as well as topics they chose to follow previously
Media Page
Video Chapter Selection
Videos would be ideally separated into chapters to allow users to navigate to a portion of the video they want to see faster
"Most Played" Graphic
Upon hovering on the video player, users would be presented section of the videos that have the most traffic by their peers, giving HCPs a sense of what is most important based on users like them, circumventing the concern about bias
Up Next Section
For continued engagement, once the video ends, the user is presented with videos similar to the one they just watched
Tags
Tags allow the user to travel to that topic page to follow if they are interested allowing the user to control the information they want to see in a personalized and timely manner
Bookmarking
If a user is interested in returning to a piece of content quickly, they can now bookmark an item to their account
Sharing
As another means to reduce bias, users can now socialize content with others directly
Video Summaries
Instead of having to rely on watching videos, users will be able to skim a brief synopsis of each chapter below the video. Timing links are available in these sections to manipulate the video to the beginning of that chapter if the user wanted to watch
Supporting Materials
This section allows users to download information and access related articles for deeper engagement
"More to Explore" Section
Similar to the "up next" feature when the video ends, this section provides another means of content exploration for the user without having to go back to the previous page
Events Page
Live Event Hero Banner
Introduction of live events streaming where users can view events online rather than having to attend in person
Live Event Registration
New event cards that outline various details about upcoming events while providing a way for users to register based on the information attached to their account
