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
Duration: 3 Months
Scope: Discovery Research, Strategic Design, Concept Development, Prototyping, Product Design, Evaluative Testing
User Group Personas
Key Activities
Planned research approach around evaluating current state, identifying key tasks, and segmenting different personas.
Created research artifacts such as discussion guides and workshops to execute research.
Facilitated interviews with target user groups and subject matter experts to uncover insights.
Documented research findings into actionable themes.
Personas of major user groups of the platform for creating a holistic vaccine ordering experience.
Journey Blueprint
Key Activities
Mapped the current state journey using insights from user research, specifying the happy path and potential edge cases.
Identified and matched pain points to key stages of the journey.
Brainstormed potential opportunities to improve the experience for end-users.
Journey Map/Blueprint of vaccine ordering platform outlining different roles, actions, and opportunities to improve the experience.
Wireframes
Key Activities
Translated opportunities into tangible wireframes that expressed the desired experience.
Explored features that could improve the experience based on what stakeholders wanted.
Visualized multiple views for different user groups.
Tested rapidly with stakeholders to gather quick feedback.
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.
Design System
Key Activities
Crafted a visual system, modifying found components that would fit the product needs.
Set reusable components that could be scaled moving forward.
Ensured good accessibility standards throughout the components and product.
Prototype
Key Activities
Crafted a cohesive user flow for the vaccine ordering experience.
Designed high-fidelity figma screens expressing the key features of the product.
Iterated the designs with key stakeholders to optimize the experience.
Collaborated with technical and logistics experts to ensure the feasibility of designs.
Core user flow of the concept from account creation to placing orders to tracking order progress.
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.