Challenge:
A Major Pharmaceutical client was launching their new RSV and COVID-19 vaccines and needed an in-depth journey map, blueprint, and prototype that outlined the user experiences for ordering vaccines for multiple user roles.
Approach:
Over the course of 12 weeks, I engaged in primary research with multiple user groups, prototyped an e-commerce website, and outlined the user flows for multiple roles to undergo the vaccine ordering process. I started by developing a journey map that outlined the pain points for internal employees to sell vaccines to their customers. I then developed a prototype to test certain features for a vaccine e-commerce website that was tested with customer user groups and internal logistics experts. I then created an in-depth blueprint that outlined the actions of each user group for customer, sales team, and logistics managers for the end-to-end vaccine ordering process.
Outcome:
The client vaccine business is worth $700M annually. The blueprint and prototype were used to inform strategic decisions for future vaccine ordering initiatives. The website is still in development along with the launch of the vaccine.
Deloitte Vaccine Ordering Experience
Illustrative Examples of Client Work
Date: 3 Months, 2022
Scope: Discovery Research, Strategic Design, Concept Development, Prototyping, Product Design, Evaluative Testing
User Group Personas with their roles and challenges in the vaccine ordering experience.
Personas of major user groups of the platform for creating a holistic vaccine ordering experience.
Journey Blueprint of the vaccine ordering process with pain-points and opportunities.
Journey Map/Blueprint of vaccine ordering platform outlining different roles, actions, and opportunities to improve the experience.
Wireframes of different views for different user groups.
Account Manager view with sales, inventory, and key customers to call.
Logistics Manager view with order status and delivery instructions.
Customer Service View with customer account info and service tickets.
Purchaser view with locations to purchase for and inventory status of different locations.
Prototype of key features to be tested with end users.
Home Dashboard for Purchasers with order status, predicted demand, quick-reorder, and overview of order requests.
Order Status with detailed information about the condition of the vaccine.
Order List with a preview of previous orders and the location manager.
All Products to browse and shop for vaccines.
Basic Login screen for users to access the platform.
Order Details of a previously placed order. Similar screen for quickly editing and re-ordering similar products.
Product Details with specific information about a vaccine. Testing features such as “Out of stock” and “Pre-order.”
Notifications for updates on orders and actions.
Obesity Medication Companion App
Challenge:
A Major Pharmaceutical client needed to redesign their existing medication companion app with new features and visuals for an obesity medication they are launching. Over 6 weeks, I would help identify areas of improvement, additional features to incorporate, and visually design the features into their app.
Approach:
I first assisted with evaluating the app and identifying areas of improvement and features for the redesign, which included streamlining key actions for the day (e.g., injection reminders, symptoms logging reminders) and providing clearer upfront guidance (e.g., a guided walkthrough, self-injection training). After the features were identified, I referenced their existing app design and used Figma to incorporate new features and visuals.
Outcome:
App updates were approved with their new medication and are currently in development. Their new medication is predicted to bring $50B in sales.
User Persona and Learning guide for user research for patient using medication and app.
Journey Map after research outlining the journey steps, pain-points, and opportunities for an improved patient experience.
Upfront reminders on key actions for their treatment plan
Support home to access different support resources
Scheduling for treatment actions and anticipated symptoms
Support media on how to self-inject and hear stories from other patients
Symptoms logging to track them as they occur over time
Set reminders to take a dose and avoid missing doses
Symptoms logbook showing severity over time
Set time to dose at the same time every day
Healthcare Payments Concept
Challenge:
A Major Payments Client needed a design researcher for their innovation center focused on discovering new business opportunities in healthcare payments and transactions.
Approach:
Over the course of 6 weeks, I planned and conducted primary research via interviews and concept testing with stakeholder groups. I developed recruiting criteria for patients and professionals in healthcare and insurance, planning and coordinating interview sessions. I developed a discussion guide to identify pain points in the current state journey and evaluate several different concepts for solutions. I then synthesized research into actionable insights to help prioritize competing concepts and identify desirable features. I also assisted in defining concepts for testing, facilitating co-creation workshops, and conducting secondary market research to identify personas within patient segments.
Outcome:
The team gained approval from the executive committee for additional funding to pursue a Flexible Payment concept where users can more easily select payment options for healthcare expenses, including payment plans, and minimize non-payments for medical care.
Research Plan outlining the approach and questions to be addressed.
Research Sprint schedule with tasks and teams to execute research.
Journey + Prototyping: Salesforce CRM for Specialty Pharmaceutical sales
Challenge:
A Major Health Insurance Client only had basic sales capabilities and needed to develop an integrated CRM for their specialty pharmacy sales team.
Approach:
I started off by interviewing the sales team to identify pain points and mapped them out in a journey map. I then presented the case for using Salesforce by visualizing the data architecture and comparing capabilities to other CRM platforms, I then developed interactive prototypes working with our Salesforce Implementation team and using the Salesforce Design Systems. The prototype was used to illustrate the user journey and test features that would address pain points.
Outcome:
The design was approved to move forward to the next phase of work for in-depth development.
Journey Map of sales team experience undergoing their sales process with pain-points to be addressed in design.
Prototype of Salesforce CRM for specialty pharmacy sales members for improved sales process.