New Indication New Strategy

New Indication New Strategy

AstraZeneca

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Timeline: 12 weeks

The Ask

Design a holistic experience for HCPs, Patients, and their Caregivers for the 2023 Fasenra EOE Launch, with an MVP priority of redesigning the HCP disease state site to increase awareness of Eosinophilic Immune Dysfunction and related diseases, specifically Eosinophilic Esophagitis, with scalability in mind.

Role

Project Leader, Scrum Master, Service Designer

Outcomes

  • HCP and Patient MVP design concepts
  • 6 UserTesting studies
  • Experience Flow Map
  • Marketing and Creative briefs for Agency partners
  • Designed and Experinec Flow Map

Methods

Ethnographic interviews, Experience Flow Mapping, JTBD, Competitive Analysis, Prototyping,

Tools

Miro, Figma, UserTesting.com, Adobe Illustrator, HTML, CSS, AirTable, Monday.com

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Key Learning

Get commitments from stakeholders to meet a level of engagement or be more specific on how the team should handle decision points if they are unavailable to ensure the larger group can continue progressing.