Designing for pharmaceutical companies isn’t always simple, especially in the consumer space. However, due to the conservative nature of the business, it can be relatively easy to make a unique web experiences that truly push the boundaries of the category. Web technologies that were popularized a few years ago, are now transitioning into the industry.
On this project I lead the UX design from start to finish. The process included an inicial content inventory of the existing brand sites and the competitors in each category. The category survey provided a clear direction for the proposed mobile site. Based on extensive mobile usage research, I created detailed user flows and wireframes that lead to an HTML prototyping. After initial basic user testing, I collaborated directly with the visual design and copy writing team to see though the effective execution of my initial designs.
The information architecture of the site was one of the most considered elements. I began the process by doing a comprehensive survey of mobile trends in the industry and category. I found three credible sources of information about mobile usage in general and for pharmaceuticals in particular.
Certain aspects of mobile usage struck me as especially interesting. For one, the most common location that the average consumer accesses health information with a smartphone is in the home followed by the workplace. This implies that most of the time a user has access to a WiFi connection. This impacts certain content decisions and propositions. Creating a video specifically for a mobile site is much more viable if most people can easily steam it over WiFi.
The survey of the category was one of the more difficult tasks. Although there are many mobile health apps and some mobile websites for health care provides, the number of consumer mobile sites is actually reletively low. I was only able to find 8 consumer sites for prescription medications in general. I was working with respiratory drugs, and found many more mobile sites for over the counter drugs in that category. These were not particularly relevant references from an IA perspective because of the differences in regulatory conditions. They did provide interest ideas for content strategy.
After charting the site maps for each reference sites, compiling relevant statistics, and establishing a guide for best practices in the arena, I began working through an initial set of wireframes and sitemap. The two brands I was working with both had existing desktop sites built by previous agencies, so I had to work within the confines of preexisting content. There were however several tactics I used to slim down content, consolidate pages, and modify top level taxonomy to improve the overall experience for a mobile browser. Obviously new controls and interactions had to be established for the touch screen as well.
During the course of wireframing the various pages that were required on the sites, certain interactions required additional process based thinking. One core elements of the experience was delivering a reusable mobile coupon that was immediately accessible to the user. We had to deliver an array of numbers to redeem the coupon and establish a way for the user to go back and reuse the coupon again. In this proposed flow, the user fills out the coupon page form and is immediately directed to an HTML page with all required information to redeem the coupon on the spot. Simultaneously a text message is delivered to the mobile device with information on how to access the coupon in the future, via a short URL or email.
NYMag User accounts, New Branded Website, CMS Exploration
McCann Erickson Conceptualizing a new e-commerce platform for one of the world's largest retailers.
GuggenheimOver a six month period I worked for the Guggenheim's Web Department developing new page designs and optimizing pages based on user behavior.
A project that generated a complete mobile web strategy for two branded websites.