alleonis UI/UX & Product design
Restructuring the visit
Visual Aid
DATE: Oct/22 to Feb/23
MY ROLE: UX/UI Design Lead
CLIENT: Confidential
AREA OF ACTIVITY: Pharmaceutical
Overview
Visual Aid (VA) is a scientifically-rich resource focused on assisting industry representatives in their visits to specialist physicians. The resource is presented on an iPad.
The purpose of these visits is to provide information on updated studies, keep the product in the healthcare professional's mind and highlight its benefits.
Problem
The client approached the agency asking for a reduction in the number of VA pages, based on the premise that its representatives used an average of 3 to 4 screens out of 82, as the visit lasts around 15 minutes.
There were also reports of resistance to joining the presentation scheme on the part of some representatives.
Solution
When analyzing the problem more deeply, we found that the number of screens could be reduced, but it would not solve the main issue.
The navigation was redone and we created 2 new tools that solved the biggest pain points for stakeholders and we offered training on the tool to achieve 100% inclusion.
Research & interviews
As the client arrived with a specific request to improve a product that was already well-known by the group, we decided to take action directly.
Follow-ups were carried out with the representatives during the visit to understand the behavior of the interlocutor and listener in relation to the existing material.
At the same time, we interviewed some representatives to understand where the greatest lack of support was in using VA ( Visual Aid ).
Definition & ideation
From the previous stage, we created personas, empathy and affinity maps and during the sprint it was found that we would need to create two new tools to meet the stakeholders' needs.
With the second: enabling the selection and sending of authorized e-mails to the professional with materials provided by the client, such as protocols, scientific studies and/or infographics (as chosen by the user), with just a few clicks.
With the first: enabling complete customization of the VA content presented for each visit, since each medical specialty may be interested in different information.
This delivery was phased into two stages so as not to harm the deadline of the first tool, which is the most important.
At this point, we rely on experts in scientific technical writing to select key messages at each level of the information architecture, User Flow and User Journey.
Wireframes & prototype
We then moved on to developing and validating wireframes with low-fidelity prototyping (process images above).
After receiving the new KV of the material, we proceeded to layout approval and then high-fidelity prototyping, always checking functions and possibilities with the programming team, as it would be made available in the internal tool already used by the client.
Click below to see a quick video of the final prototype working.
Feedback
Because it is a complex and completely new material (including on the market), we developed and offered training for the client's representatives with in-person workshops and online question-and-answer sessions. This process lasted 3 weeks and was done with prototypes since the material was still being programmed.
The result was a much more efficient and fruitful visit for both sides (representatives and professionals) and great positive feedback from the contractor with testimony of substantial improvement in the use of the material and quality of the visits.