My role was leading the user experience and delivering a lean web solution for BMS USA
Project overview
ROLE & TEAM
Lead UX: Shabana Ahmed
Account director
Bristol Myers Squibb
TOOLS
Axure RP
TIMELINE
2- days discovery
2-week delivery
PROPOSAL/PROBLEM SPACE
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This is an Adverse Reaction management tool
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Symptom led: the information architecture should be organised by the ‘reaction’
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Dosing should be a critical part of the content access
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User is doing a symptom led OR Dosing lead search
Discovery phase
THE DRUG
OPDIVO is an immunotherapy treatment that works with the T cells of your immune system. OPDIVO® (nivolumab) is a prescription medicine used to treat people with a type of advanced stage lung cancer.
Learning more about the treatment, including how it may work, can help lead to better conversations with healthcare teams, empowering them to make more informed treatment decisions.
IDEATION
After client sessions and ideation tasks including mental models and creating a key persona, I looked at various solutions to take the existing method of list-based information to evolve it to a method where the user could find critical information faster, easier and reflective of current techniques to inform a better experience for the HCPs.
Wireframing 1.0
I created high fidelity wireframes in Axure RP9, covering mobile and larger breakpoints.
The first stage ideas explored the various ways I could elevate a 'search/find' feature for busy HCPs.
Ideas include:
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A chatbot feature, works like a virtual assistant, especially useful for mobile scenarios.
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A cloud tag feature that visually depicts the symptoms in a logical, consistent form.
I tested this option using Optimal Workshop and found the best results with this solution. -
A binary module view which behaved as a funnel, leading users to make a selection themselves with higher independence.
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I redesigned the navigation system to improve simplicity and be user friendly.
USER TESTING AND VALIDATION
Internal and client validation winner: cloudtag
I wireframed the cloud tag feature and demonstrate the interactions in a prototype, further showing how it would work in various breakpoints and how it the logic works on organising the content.
I also created a content architecture which was challenging, I discovered duplicates in scientific VS familiar language, conflicts in theming and this allowed me to conduct further research to understand the best conclusions.
Wireframing 2.0
I also created a content architecture which was challenging, I discovered duplicates in scientific VS familiar language, conflicts in theming and this allowed me to conduct further research to understand the best conclusions.
Ideas include:
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A cloud tag feature iteration. This was the strongest idea and I worked on various logic, principles of eg system language vs familiar langue and the UI.
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Content architecture, table data design for grading and dosing information
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Another new idea - the Anatomy finder. This was aimed as an engagement piece from the homepage. The client loved this idea.
Product delivery
✅ This project was developed in a rapid cycle
✅ The BMS Opdivo team won an award for this site
✅ We won more work with BMS due to the successful delivery and impact upon new design