AstraZeneca Healthcare Portal Re-design
Role: UX/UI Designer
Duration: 3 months
The problem
"How might we re-imagine the AstraZeneca health portal to drive greater adoption and engagement for doctors…”
The AstraZeneca (AZ) Health Portal serves an important role in providing doctors and nurses with scientific product information and news to help improve administration. The health portal has traditionally low engagement (most practitioners logged into the portal to unsubscribe).
AstraZeneca's head of product approached Servian to help re-design their health portal to be better fit for health care practitioners (HCPs) with 4 key goals:
-
Increasing HCP engagement with AZ health portal
-
Create a more streamlined portal experience for HCPs and internal AZ staff members
-
Build greater brand awareness and trust with HCPs
-
Align portal build to other streams of work (e.g. development of advanced CRM platform and omnichannel strategy)
I was the sole UX/UI designer on the project, reporting into the design lead at Servian. I was in charge of executing the entire end-to-end design process from deep user research to hi-fidelity prototyping for development handover.
I also learned to manage relationships with senior stakeholders in a challenging political environment and regularly had to conduct workshops with internal stakeholders to achieve buy-in to the design process.
Understanding the problem
Battling regulatory compliance and inherent trust issues from healthcare practitioners
Re-designing a health portal for healthcare practitioners presented quite a few challenges before we even started the project! Some of these included:
-
Low trust in medical information presented by pharma as it was seen to have conflicts of interest. Doctors only used reputable scientific journals and sites
-
Compliance was a major bottleneck. Want to add an informational video? You have to check the content and it can take 4 weeks to approve. Want to personalise information? You can't present certain information as it is seen as marketing which is illegal in Australia with heavy fines.
How we did it
My process
Research and auditing
-
Secondary research into current experience and data on healthcare experience with pharma health portals
-
Auditing of current portal using heuristics principles
-
Using Adobe Analytics and Google Lighthouse to obtain data on user behaviour and drop-off points
-
Competitor analysis on best practice design patterns in industry and verticals
Output: Report and documentation of findings
Talking to users:
-
Talked to a lot of people! We conducted detailed 1:1 interviews with over 20 stakeholders which included: GPs, specialists, nurses and internal stakeholders
-
Synthesised research using affinity mapping
-
Created micro journeys for potential user personas
Output: Workshop with stakeholder in mural to run through findings and seek validation of findings
Hi-fidelity design
-
Mapped out new architecture of site, working with stakeholder to establish phase 1/phase 2 build
-
Created design UI kit
-
Rapid iteration from low-fidelity to mid to hi-fidelity design
-
Workshops! with plenty of stakeholder groups to receive feedback and iterate on design at each stage of design
Outputs: Final hi-fidelity design for handover, design playbook, design system
The outcome
Hi-Fi design and development
We started with a complicated health portal that no one wanted to use....
-
84% of users logged on to unsubscribe
-
The main purpose of the site is to provide information about medicines and research relevant to the HCP. Information on the site was not personalised
-
Most people weren't directed to the portal by AZ sales representatives because it provided no value or content that prompted re-engagement
-
The website had a confusing architecture and poor overall user and navigational experience
-
There was a missed opportunity to partner with third party reputable sites to bring credibility to information on the health portal
Goals for re-design:
-
Increase HCP engagement with the AZ health website
-
Create a streamlined and simple navigation experience for HCPs and internal AZ staff members
-
Build greater brand awareness and trust with HCPs
-
Find opportunities to personalise the portal experience while staying within the legal compliance boundaries
Outcomes:
-
Successfully re-designed and developed phase 1 of the portal in adobe experience manager
-
The portal content has been developed and is live
-
Stakeholders were all happy and excited to have a portal that was fit for purpose for their needs. They see value in the new site and have built roadmaps and microjourneys to start engaging HCPs using phase 1 portal functionality
