MY ROLE
Product Designer
PRODUCT
Web Portal Directory
INDUSTRY
HEALTHCARE
Optimizing the ability to find the top HCPs in 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
Food Distribution Trends & Forecast
Forecasting food insecurity 6+ months ahead to prepare for when demand strikes.
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
Socioeconomic & Demographic View
The 5 “Whys” answered in one interface, understanding the “who” and “what” causes food insecurity.
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
All departments collected differently and inconsistently
PROBLEM 02
Food banks were overfeeding and underfeeding specific areas
PROBLEM 03
Food banks were taking action after food insecurity has impacted its people
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
