MY ROLE
Product Designer
PRODUCT
Web Portal Directory
INDUSTRY
HEALTHCARE
FEATURE 01
Search top HCP’s flexibly
Find the top HCPs in the ophthalmology industry. Filter and sort through profiles based on expertise, clinical trials, and practice.
FEATURE HIGHLIGHTS
Quick search
Begin search with provided selections or jump straight into browsing profiles
10 Master Filters
Explore HCPs based on any parameter tied to their industry engagement and influence
FEATURE 02
Optimized profile insights upfront
Unique insights about each HCP shown upfront using badges and tags to make scanning experience easier.
FEATURE HIGHLIGHTS
3 Different Views
Flexible viewing options to fit any scanning behavior preference
Tier Badges & Metrics
Quickly differentiate between top tier level HCPs to newly rising HCPs in the industry
FEATURE 03
Save your favorites to come back to
Group, organize, and save HCP profiles while searching. You can also export and save to share internally with team members.
FEATURE HIGHLIGHTS
Customize list for future engagements
Save multiple lists for any purpose and come back to them to continue your search progress
Export & Share
Save lists as PDFs, or Excel sheets and upload them to any AI tools to gather and summarize insights
THE PROBLEM
Merck is new to the ophthalmology space and they don’t know who are the top HCPs in this industry. Both the client and the agency team have spent hours trying to organize and find all of this information. 200+ profiles needed to be created and with the old process this wasn’t possible.
PRIMARY USERS
Merck C-Suite Team
Focuses on finding HCPs to engagement with at conferences and events.
SECONDARY USERS
i2Vision Client Services Team
Engages with the client, provides recommendations of HCPs. They also research and gather information about HCPs.
PROBLEM 01
Agency team was searching across 15+ ophthalmology websites to gather information about a HCP
PROBLEM 02
Users were using LinkedIn, to spend 4-5 hours searching determining who are the top HCP’s to speak with
PROBLEM 03
Agency team would deliver information using slide decks about each HCP profile. The layout was dense, overloaded, and working in PPTX’s layout tools aren’t user friendly
RESEARCH APPROACH
I spoke with 8 members of the leadership team and 2 members of my client services team to understand what the HCP recommendation process looks like.
RESEARCH METHODS WE CONDUCTED
Live User Interviews
We took time to understand the gaps in the process and information is pivlotal to choose about an HCP.
Competitor User Testing
We followed a “measure twice cut once approach” and used competitor websites to test what features provided a smooth experience
Thematic Analysis & Synthesis
We sorted data into themes & synthesized each one, based on search behavior & information hierarchy
USER INTERVIEW INSIGHTS & REPORTING PROCESS
COMPETITOR USER TESTING
THEMATIC ANALYSIS & VALUE PROPOSITION
PRODUCT GOALS
DESIGN APPROACH & USER TESTING
Phase I & II : Early concepting and Mid-Fidelity
RESULTS
50%
of users struggled to identify upfront a HCP’s tier level on the results page
40%
had trouble understanding the context behind the HCP’s connections
Phase III: High-Fidelity Prototype
Improvements: Based on the results from the early phases, we improved the layout and validate our designs through this phase.
BEHAVIOR INDICATORS
Users reference and identified tier levels when completing the task when scanning through the results for ideal HCP candidates
Users understood the intention of connections relation to the HCP and no longer asked what they meant
FINAL SOLUTION + IMPACT
