From Bench to Bedside

AZ Medical

The Ask

Design a platform for healthcare professionals that enables access to AstraZeneca's Medical Information, helping people from trial clinicians to front line health staff to understand the latest scientific developments.

Role

Service Design

Outcomes

Re-structured information to meet HCP mental models
Established a new taxonomy speaking the language of Providers, clinicians, and Medical Science Liaisons
Co-created multiple web concepts for testing with HCPs
Delivered actionable insights and recommendations to the AZ Medical and Breztri/Trixeo UK team
Designed a scalable set of patterns designed for dynamic content based on our work with HCPs resulting in a more scannable and intuitive experience

Methods

Field research, experience flow mapping, competitive analysis, UI design, prototyping, workshop facilitation, A/B testing

Tools

Figma, Miro, UserTesting, Optimal Sort

Key Learning

Physicians and scientists interpret any design with too much polish and color as promotional, equating the information as less trustworthy than "PubMed" or "UpToDate." So I learned how to adapt a system to eliminate everything unessential to their needs. I built time into my schedule to explain the technical concepts behind our content flow and data triggers for modular content so that our stakeholders would understand the risks we were asking them to take, given how intimidating modern web technology can be for those unfamiliar with creating digital experiences.