Envisioning a Future State Content Delivery Experience
This pharmaceutical company specializes in women’s health products. One of their products, Jada, is a medical device that prevents postpartum bleeding. The web properties for Jada are lacking a centralized content delivery experience for potential and existing customers. This causes drop offs in the buying journey and increased call volumes. We were brought on to imagine a future content "concierge" experience, like a searchable wiki or chatbot, to alleviate these content delivery issues.
Role:
UI/UX Designer
Industry:
Pharmaceuticals
Skills:
UX Design, UX Strategy
Key Outcomes
Create a future state vision with storyboards and mid-fidelity UI for a concierge experience on the Jada website
Convince senior leadership of tangible steps to take to improve customer experience
Disprove senior leaders’ assumptions about AI
Prevent senior leaders from investing in expensive AI solutions
The future state vision follows the narrative of an OBGYN discovering and purchasing Jada
The Jada concierge allows users to discover information and answer questions
Approach
Discovery
Key users of the Jada product website are healthcare professionals (HCPs) who use Jada on patients, and hospital administrators who order medical devices, schedule trainings, and enable ongoing use of medical devices.
Prior to my onboarding to the project, a content strategist and UX researcher conducted informal interviews with stakeholders while we waited to get approval and recruit respondents for a survey. Using the information from the interviews, we compiled a current state journey map that outlines the key customer groups, their needs, as well as the business needs at every stage of the buying journey.
Through the journey mapping exercise, we identified three main areas of improvement:
There are clear content gaps on the website at the decision-making and ordering phase
HCPs and hospital administrators are reliant on Organon sales representatives to support them in later phases of the journey, and there is no current way to get in direct touch with them (only an inquiry form on the website)
There is a key point of hand off from HCP to hospital administrator in the buying and implementing phases, and sometimes information gets lost between parties
Current state customer journey map in FigJam
Summarized customer journey
Future State Visioning
To illustrate the ideal customer experience, we decided to use storyboards to show how a content concierge tool could address these areas of improvement. I created a storyline from the perspective of an HCP and her hospital administrator as they follow the process of learning about Jada and deciding to implement it at their hospital.
Initial draft of my storyboard flow in FigJam
Mid-Fidelity Screen Design
I designed mid-fidelity screens to show a decision-tree based interaction between users and the Jada website. The system offers set of topics for users to select from, and each prompt allows them to drill down further for more information. This allows customers to discover information and get questions answered.
Due to regulatory reasons, not all information about the medical device can be accessed through the website. For this reason, we split the initial topics into two sections: "What [Jada Concierge] can help with" and "What a rep can help with." When a user selects a prompt under "What a rep can help with," they are taken to a form to connect with their local sales representative.
To streamline access to sales representatives, I designed a form that allows a user to look up their assigned sales representative and schedule an appointment. Not only does this help customers get in touch, it also helps to reduce information silos between HCPs and their administrators, allowing a hospital administrator to simply look up who their sales rep is instead of asking the HCP for their information.
The concierge also provides a call center phone number in the event that it does not meet users' needs.
The Jada concierge allows customers to discover information and get questions answered
The streamlined form to connect customers with sales representatives
Results
The future state vision portrayed a tangible, attainable, and useful approach to content delivery for Jada. I presented this future state vision alongside the UX researcher and tech lead on my team, and we successfully convinced our senior stakeholders that in order to get to this future state, they should focus on content strategy and improving access to customer reps. The client had previously been all-in on chatbot or AI solutions, but we helped break down the requirements and impacts of using such a technology. By helping them see this, we prevented the team from investing in expensive AI or chatbot solutions that would have made the user experience more frustrating.
As a final step, we helped the team create a rollout plan that outlines the steps needed from content strategy, design, technology, and business stakeholders over the course of four quarters.
Rollout plan summarizing steps needed across content strategy, design, technology, and the business