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How can leveraging HCPs core needs improve website experience?
Context
A pharmaceutical company with two of the top resources for HCP’s to source information and place an order, was looking to test key pages and content in order to determine whether or not these high-value sections were easy to navigate and use.
Challenge
In today’s world of information overload and resource competition, the client wanted to understand their sites value proposition for HCPs and how to provide the most satisfying digital experience.
Our Approach
HCPs are not going to manufacturer websites to be 'sold’ on the product, rather they’ve already decided to prescribe and need information they can’t get from elsewhere. Equipped with this insight, we focused our approach on understanding how their site could become the single source of truth for its products.
After the first week of fieldwork we facilitated a Co-Design Sprint with the client and design team to workshop early learnings, implement them into the prototypes as needed, and adjust for the second sprint of research. This allowed for knowledge translation, collaboration and iteration.
Our Impact
Equipped with mobile and desktop feedback for its two resources, the design and experience team were able to adjust and improve the website design, navigation, and content. The key insights breaking down the feedback page by page, screen by screen and quotes were also used to train internal stakeholders.
“Thank you so much! This is great work.We have a training with our international customers and we'll be folding in these learnings."
- Design Experience Team
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