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Improving the Chronic Cough Patient-HCP communication with an app
Photo by Nathan Dumlao on Unsplash
How can a pharma company create an app that supports the patient-physician journey for a new, and de-legitimized, disease state?
The Challenge
Our pharmaceutical client recognized the need to help patients and physicians create a sense of urgency around an under-defined and de-legitimized condition. They were seeking digital avenues (an app) to shift the approaches to health and care for this chronic condition.
Our Perspective
Developing effective digital medicine tools is an intensive and complex process. For this challenge, we took an approach that combined ethnography, behavioral science, and experience design to help our clients build an app that would optimize engagement.
Thematic over Scripted – to understand the context behind the participants, contextualizing their answers and behaviors, and ultimately understanding the deeper why behind their actions.
Implicit over (solely) Explicit - leveraging projective tasking, memory exercises, and naturalistic observation to understand how a digital tool is implicitly experienced and understood.
Co-creative and Collaborative over One-Sided - leveraging co-creative methods and frameworks to ensure that we are learning from the end-user and incorporating the learnings as we move through the multiple creative iterations.
Our Approach
Discovery and Prototype Auditing:
- Cross-regional hypothesis generation to understand what people want when it comes to health-related apps
- Prototype audit and market scan to best leverage and integrate human-centric design approaches
Ethnographic Behavioral UX Interviews (market research)
- Conducting immersive multi-sprint UX testing with multiple user groups to ideate, co-create and implement evidence-based app refinements
Rapid ideation & co-creation workshop series
- Multiple workshops held with diverse internal client stakeholders after each sprint to evaluate emerging learnings and integrate refinements into a prototype
Implementation - Product Delivery
- Delivered prototype of digital product for launch in multiple regions with considerations and recommendations for future steps
Our Impact
We impacted two key areas:
1. Uncovered implicit barriers to app usage
2. Identified the strategies needed to elevate the UX and foster adoption and long-term engagement
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