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How can Experience Design guide the development of an effective and engaging digital platform for Oncologists?
Context
Oncology is one of the fastest evolving specialties, and finding the latest, credible information is a growing challenge for oncologists. A global pharmaceutical company wanted to understand oncologists' current information seeking behaviors, as well as gain insight into how they might build a useful and desirable source of information for oncologists.
Challenge
Understanding Oncologists online behaviors and information needs is one thing. Translating that into a future forward digital experience is another. While these steps are often treated in chronological order, this typically means extended timelines. The challenge was to achieve this insight without the linear timeframe.
Our Approach
In order to inform design with user insight, the design team was embedded with the insight team right from the outset. Further, by working directly with both newer and more experienced oncologists, we identified different expectations that set a multi-pronged vision for what the platform could become.
Approach Highlights:
- Co-creating with both new and veteran oncologists revealed important differences that must be bridged to meet the distinct needs of both groups.
- Embedding designers with researchers throughout the process, generated clear and concise design recommendations to immediately implement.
Our Impact
By deeply understanding oncologists' current behaviors and unmet needs, the team was able to design an experience that satisfied Oncologists unmet needs and overcome some of their daily frustrations. They also had a clear understanding of the different expectations for younger oncologists which informed principles for future state.
"Wow! This is so chock full of great insights!"
"There was so much complex information and your effort to drive to clarity is so evident."
"One of the things FSi does so well is make insights more actionable. Great job!"
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